Last night I had the privilege of attending the annual Fragrance Foundation Awards, widely regarded to be the Oscars of the fragrance world. In terms of men’s fragrance the night definitely belonged to Paco Rabanne’s Invictus which scooped, not one, but two awards – for Best New Men’s Fragrance and also the Men’s Health Reader’s Choice Award.
In fact, the corks must be popping all over the place at Paco HQ this morning since they picked up a third gong for 1 Million Intense which won the People’s Choice For Men Award. Without doubt Paco is the brand to catch at the moment when it comes to men’s fragrance. Other companies jealously eye up the success of their fragrances in the way a cat eyes up a mouse and the coherence of the Invictus marketing campaign was stunning, with everything from the eye-catching bottle, witty adverts, choice of face and Invictus Award initiative all coming together like one giant, unstoppable commercial glacier, pushing aside everything else in its path. Impressive.