
On July 28, 2011, The Fragrance Foundation announced the formation of a specialized committee dedicated to developing the recognition, understanding and appreciation of ‘Indie’ fragrance brands and their creators. The ‘Indie’ Fragrance Committee’s mission was clear:
to support the excellence, talent and artistry of ‘indie’ perfumes, by celebrating their individuality and craftsmanship; to give a voice to ‘indie’ brands, by addressing issues and concerns important to the ‘indie’ fragrance community as a whole.
One of the committee’s first actions was to help establish a partnership between The Fragrance Foundation and Elements Showcase, and with it, the creation of the ‘Indie’ FiFi Award. This award aims to encourage the efforts of smaller fragrance brands, by recognizing the part they play in injecting ingenuity, creativity and personality into the fragrance world.
“When you think about it, most of the classic brands that win accolades from our consumers and our industry started out as Indie brands,” commented Givaudan’s Cosimo Policastro. “‘Indie’ brands represent the heart of our business. Their attention to detail, their appreciation for the value of fragrance, and their vision, drives creative excellence for our perfumers and our developers.”
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Posted in Blogging, Fragrance, Shopping, Style
Tagged Awards, Best in Blog, Editorial, Elements, FiFi, Foundation, Fragrance, Givaudan, indie, Mane, Mary Ellen Lapsansky, Media, perfume, press, Scent