This November, Dubai will once again witness the ‘Oscars’ of the fragrance world, the increasingly popular and prestigious ‘FiFi Arabia Awards,’the first of its kind in the region, promising to be ‘bigger, better and more exciting than ever.’
The 2011 FiFi Arabia awards held last year saw an impressive buildup of regional and international fragrance houses competing for the prestigious ‘Fragrance of the Year’award, the contenders being some of the instantly recognizable names in the industry. The finest fragrances of this year will be spotlighted to honor the creative achievements of the fragrance houses. There are 14 awards to be won in the Arabian and International male and female categories.The award is an artistic piece that simulates a drop of perfume dissolving into and sending ripples through a sheet of brilliant crystal.
The FiFi Awards is an annual event that was first held in the U.S. in 1973, sponsored by The Fragrance Foundation, a non-profit organization that was instituted to honor the fragrance industry's creative achievements, and is the most prominent and prestigious celebratory event of the fragrance industry.
With its own ‘hall of fame,’this prestigious, iconic event showcases the very best the fragrance world has to offer. Every year, New York City is host to the entire international fragrance community with awards presented by celebrities from the world of fashion, film and television.
The Middle East has an ancient history infragrances. The Middle Eastern people are one of the most passionate users of perfumes in the world, and the region is now a common ground for a very healthy tussle between regional manufactures and international brands, both competing in this highly lucrative market.
The Fragrance Foundation Arabia was established in 2008 with the main goal of promoting the fragrance industry in the region, enhancing its image, and expanding the appreciation and use of fragrance in all its forms across all distribution channels globally. The FiFi Arabian Awards is part of the realization of that goal.
“The 2012 FiFiAwards is going to be bigger, better and more exciting than ever.The unique combination of Western and Middle Eastern fragrances adds to all the excitement, especially on such a brilliant multicultural backdrop. We not only have the support of the fragrance industry, but we also enjoy the active participation of the public. For us, the 2012 FiFi Awards will be another step in success, another moment of pride,”said Mr. Shahzad Haider, the chairman of Fragrance Foundation Arabia.
The fragrance of the yearwill be elected by an expert panel of perfume specialists headed by Mr. Ali M. Jaber, the dean of Mohammed Bin Rashid School of Communication at American University of Dubai, and Group TV Director of the Middle East Broadcasting Corporation. All fragrance awards will be split into two categories, Arabic and International, to reflect the unique mix of the Middle Eastern fragrance market. The winning criteria are based on factors such as uniqueness, personality, memorability, packaging, overall presentation and bottle design.
The ‘Retailer of the Year’ and the ‘My Favorite Perfume of the Year’awards will be decided entirely by consumer online voting through the use of social networking sites.
Last year, the 2011 FiFi Arabia Awards for fragrances saw high-end brands such as Kilian, Arabian Oud, Clarins, P&G, L’Oreal, Coty, Rasasi, Abdul Samad Al Qurashi and Swiss Arabian Perfumes take home the highly coveted prize. The retailer of the year awards went to Ajmal (mono-brand store) and Paris Gallery (multi-brand store).