FiFi Awards 2010 set to be the most interactive yet with new format

Published: 5-Feb-2010

The Fragrance Foundation’s annual event, the FiFi Awards, which will be held on 12 April at the Royal Opera House, is going to have a much greater supplier and retailer focus this year and a brand new format, according to fragrance expert Roja Dove, who was speaking at a gathering for the organisation today.


The Fragrance Foundation’s annual event, the FiFi Awards, which will be held on 12 April at the Royal Opera House, is going to have a much greater supplier and retailer focus this year and a brand new format, according to fragrance expert Roja Dove, who was speaking at a gathering for the organisation today.

As well as outlining the various functions of The Fragrance Foundation, which include its educational resources and its Sense of Smell Institute, Dove said that the awards needed a “shot in the arm for 2010”, adding that the awards themselves were going to be handed out entirely by industry-based people, making the relevance of the event really hit home.

He added: “We want to make the format much more interactive as far as the retailers, suppliers and press are concerned. Our focus is going to be awareness, education and ultimately sales. Any FiFi 2010 winner will be able to display a winner’s logo on its packaging after the win, something which has never happened before. We have also got the retailers much more involved as we want it to be more relevant at a retail level.

“We have a host of retailers onboard, including Boots, The Perfume Shop, Harvey Nichols and Harrods, who are all going to have dedicated store window displays and interior focus areas dedicated to the event and its winners – the aim being that this will very much translate at a retail level. The more sales of fragrance there are the more everyone in the industry will benefit.”

Dove added that he wanted the change to be a holistic one with as much interaction from all parties in the industry as possible. The event will benefit the beauty industry charity Look Good…Feel Better and tickets are on sale now. For more information email info@fragrancefoundation.org.uk.

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