Celebrity and designer scents clean up at FiFi awards 2008

By Katie Bird

- Last updated on GMT

Related tags: Perfume

Fashion designers and celebrity scents featured highly in the
fragrance of the year awards, illustrating their enduring strength
within the industry.

First place in both the female and male luxury fragrance categories went to fashion designer brands, namely Marc Jacobs' Daisy and Dolce and Gabanna's Light Blue Pour Homme. Celebrity scents cleaned up in the popular appeal category with the Intimately Beckham fragrances taking home both the male and female prizes. Coty triumphs ​ Looking at the manufacturers, Coty did particularly well as the company behind the Intimately Beckham fragrances and Daisy from Marc Jacobs, as did Avon who cleaned up in the direct selling category with its Christian Lacroix Rouge and Derek Jeter Driven Black. Commenting on the continuing success of the designer and celebrity brands Fragrance Foundation executive director Mary Ellen Lapsansky said the two have played an important role in the industry for some time and are likely to continue to do so. Although the popularity of celebrity fragrances in general is definitely here to stay, for Lapsansky the lifespan of individual products can be short. The success of a celebrity fragrance depends very much on the individual involved and few find long standing success within the market, she explained, adding that the iconic nature of individual fashion designers may be more enduring than that of celebrities. The awards also include prizes for outstanding advertising campaigns which Lapsansky explained can be a way of rewarding companies for their work in supporting already existing products with new advertising drives. Winners this year were Chanel for the TV campaign supporting Coco Mademoiselle and Hermès for the print campaign behind its Kelly Calèche fragrance. Fifi voting moves with the times ​ Although consumer input in the voting began four years ago, this year the FiFi awards invited consumers to vote via online networking sites as well as through traditional medium of the trade and beauty press. According to Lapsansky the response to the online operation was extremely positive and the FiFi awards will continue to use sites such as Facebook and Myspace for future campaigns.

Related topics: Market Trends

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