An aroma of opulence filled the air on 12 November for the third FiFi Arabia Fragrance Oscars. Guests crossed the red carpet below the Burj Khalifa as they made their way to the terrace of the elegant Armani Hotel in anticipation of the ‘FIFI Arabia Awards’. A sumptuous setting featured a delicious gourmet dinner for attendees to taste while they witnessed fourteen awards from three categories announced including Fragrance of the Year, Retailer of the Year and My favorite Perfume of the Year.
The prestigious ’Fragrance of the Year’ award was the only one determined by an independent jury. Leading the panel was Mr. Ali Jaber, Dean of the Mohamad Bin Rashed School for Communication at the American University Dubai and General Director of the MBC TV Group. Mr. Jaber shared his sense of surprise at being selected for the role, and his astonishment of actually enjoying it. He went on to explain how the fragrances were marked for their Uniqueness, Personality, Memorability, Packaging, Overall Presentation, Innovation and Bottle design.
A public ballot decided the Retailer of the Year and My Favorite Perfume of the Year awards. Voters were routed via Facebook, Twitter and Linkedin. Arabian Oud monopolized the limelight, taking home five of the fourteen awards. Oud, often called ‘liquid gold’, is a popular ingredient used by perfumers in the region. It is derived from the wood of the tropical Agar tree and has a rather sweet woody scent. Pure Oud is estimated to be one and a half times the value of gold. Paris Gallery, a chain of luxury shops specializing in fragrances, cosmetics, watches, jewelry, and eyewear, was once again awarded Retailer of the Year.
The Fragrance Foundation was established in 1949 by six industry leaders affiliated with Elizabeth Arden, Coty, Guerlain, Helena Rubenstein, Chanel and Parfums Weil. Their aim was to develop educational programs about the importance and pleasures of fragrance for the American people. The Middle East contingency is the third one outside of Europe, following Australia, UK, Japan, France Germany, Italy and Russia. Witnessing such awards provides the spectator with another perspective on meaning of fragrance. Perfume, like the perfect partner, is very much based on personality, innovation and impact.
The ‘Fragrance of the Year’ Award winners:
Arabian Prestige Male – Al Khatat by Mohammad Hilal Group
Arabian Prestige Female – Hayati by Arabian Oud
Arabian Popular Appeal Male – Shahrayar by Arabian Oud
Arabian Popular Appeal Female – Habiba by Swiss Arabian Perfumes
International Prestige Male – Victor&Rolf Spicebomb by L’Oreal
International Prestige Female – Elie Saab Le Parfum by Elie Saab
International Popular Appeal Male – Eau de Lacoste L. 12. 12 Rouge by Proctor & Gamble Prestige
International Popular Appeal Female – Lancôme, Tresor Midnight Rose by L’Oreal
The ‘Retailer of the Year’ Award winners:
Multi-brand Store of the Year – Paris Gallery
Mono-brand Store of the Year – Arabian Oud
The ‘My Favourite Perfume of the Year’ Award winners:
Arabian Female, Lamsaby Arabian Oud
International Female, Gucci Premiere by Proctor & Gamble Prestige
Arabian Male, Sehr AlKalemat by Arabian Oud
International Male, MontblancLegendLimited Edition by Inter Parfums
Pefumes have a personality, this was most definitely the statement of the evening for me.