Last night I was lucky enough to attend the biggest event in the UK fragrance world’s dairy – the Fragrance Foundation’s FiFi Awards. Kind of like the Oscars for Eau de Toilettes, receiving a FiFi is just about the highest accolade a fragrance can get. More than that, though, since they’re voted for by an army of industry experts (myself included) and members of the public too, they’re an excellent barometer of what’s hot.
Last night’s awards took place at the beautiful Banqueting House in Whitehall, was hosted by TV presenter George Lamb (a man everyone, male and female, seemed to want to kiss, hug or – in some cases – grope) and had the likes of Sophie Ellis-Bextor, Beverley Knight and Eurovision hopefuls Blue providing the glamour.
The awards themselves are a crucial barometer to what’s hot in the fragrance industry, from the ads we like best to the fragrances we all buy. Winners this year included Chanel’s Bleu de Chanel (voted Best New Prestige Fragrance for Men, best commercial and picking up a Perfume Shop People’s Award for Best Male Fragrance) and Tom Ford Private Blend Azure Lime which won for Best New Men’s Fragrance in Limited Distribution. Voyage d’Hermes by Hermes deservedly won Best New Male Fragrance Packaging and Boss Bottled Night walked away with the coveted (and always fiercely fought) Men’s Health Readers Award for Best Fragrance. So if you’re a guy looking for a new fragrance these esteemed winners are the very best place to start.