Packaging Proves Pivotal for 2010 FiFi awards

Whether for innovative packaging or captivating scent, this year’s winning bottles prove that what’s on the outside counts in a big way.

By Jamie Matusow, Editor

When the 38th annual FiFi Awards gala took place on June 10 at The Downtown Armory in Manhattan, The Fragrance Foundation paid tribute to leaders of the fragrance industry and presented 26 coveted crystal FiFi Awards—the ultimate symbol of excellence and recognition in the fragrance world. Adding to the allure was a star-studded cast including actress Saffron Burrows, “American Idol” judge Randy Jackson, reality TV star and fragrance entrepreneur Kim Kardashian, designer Michael Kors (who received the Foundation’s Hall of Fame Award) and multi-platinum recording artist Usher (who received recognition as Male Fragrance Celebrity of the Year).

While the 26 trophy winners spanned prestige and mass markets, and ranged from scent to bottle, the packages for all showcased the magnitude of innovation and creativity that has infused the fragrance market of late. Following is a glimpse of the festivities and a sampling of the standout bottles of the evening. For a full listing of winners, go to ajay.bp.rodmanadmin.com.

Best Packaging of the Year
Women’s Prestige
Life Threads Collection: Silver, Gold, Platinum—La Prairie
(Taesung International bottle, Dabon International cap, Valois/Aptar Beauty and Home pump)
According to a joint statement from La Prairie’s in-house creative team: “Life Threads was inspired by the idea of modern elegance. We yearned to incorporate the juxtaposition of shapes and angles and planes and the sensual feel of different material and textures. Glass. Lucite. Metal. Threads. Touch. Temperature. Smooth. Textural. We wanted to create a beautiful, sculptural object—something women felt compelled to hold—to possess. It’s inspired by architecture—modern constructions—fashion. We designed the core of the bottle to transform into other collections.”

Best Packaging of the Year
Men’s Prestige
John Varvatos Artisan: Beauté Prestige International
(Vitro glass, Baltic Linens wrap, Metal Dynamics cap, Rexam pump)
Nicholas Ratut, president of John Varvatos Fragrances and Skin Care, tells Beauty Packaging how the project evolved. John Varvatos, himself, found inspiration for the bottle in an obscure market in Europe. With the help of supplier Baltic Linens, Ratut says, “We pulled off individual, hand-woven bottles, which we first made sure met the highest standards.” Each one is hand-wrapped, and hundreds of thousands have been produced. Ratut says the fragrance has been tremendously popular, even receiving an amazing response from consumers who just want the bottles for their decorative nature even if they never open them. “With this packaging,” says Ratut, “we’re bringing back the individuality of fragrances, which is what it should be about.”

Best Packaging of the Year
Men’s Popular Appeal
Comme une Evidence
Yves Rocher North America Inc.
(Heinz Glas bottle, Axilone cap, Valois pump)
“We are extremely honored that The Fragrance Foundation recognized this perfume, which epitomizes the authentic man with genuine values. Everything, from the packaging, to the bottle and the cap, reflects the woody-floral-spicy accord of this subtle and refined fragrance,” says René Desmarais, CEO, Yves Rocher North America Inc. “This award means a lot to us,” continues Hane, “because it reflects Yves Rocher’s dedication to using only the best craftsmen and perfumers to create our fragrances.”


Fragrance of the Year, Women’s Luxe
Lola Marc Jacobs—Coty Prestige
(Pochet bottle, Jackel cap, Rexam pump)

CK One Wins Two Awards
Charlotta Perlangeli, vice president, global marketing, Calvin Kleinand fragrance master Ann Gottlieb take home the honors for Coty Prestige’s CK One, which was inducted into the Fragrance Hall of Fame. The unisex fragrance also received the FiFi for Best Men’s Media Campaign.

Tom Ford Doubles Down
Tom Ford fragrances, from The Estée Lauder Cos. Inc., received two FiFis: Fragrance of the Year, Men’s Luxe: Tom Ford Grey Vetiver; and Fragrance of the Year, Unique Boutique: Tom Ford White Suede.

Bond No. 9’s Delightful Duo
Bond No. 9’s creator and CEO Laurice Rahme accepted two FiFis for fragrance, both in striking bottles provided by Bormioli Luigi: Fragrance of the Year, Women’s Nouveau Niche: Bond No. 9 Astor Place; and Fragrance of the Year, Men’s Nouveau Niche: Bond No. 9 Brooklyn.

Victoria’s Secret Rocks
Victoria’s Secret’s Love Rocks, with its red and black edgy packaging, won in the Women’s Private Label Direct Sell category.