Packaging Dazzles at FiFis

From polished limos delivering the evening’s celebrities, to metallized gold and silver flacons, the 39th annual FiFis took a shine to glamour.

Written by Jamie Matusow, Editor

Gleaming black Chevy Suburbans and Cadillac Escalades with darkly tinted windows pulled up outside The Tent at Lincoln Center in Manhattan on May 25, just before 6pm, marking the arrival of celebrities from stage and screen—and of course—the fragrance industry. As burly bodyguards opened rear sedan doors and escorted movie stars and singers onto the red carpet, dozens of hovering paparazzi recorded winners and presenters at this year’s “Oscars of the Fragrance Industry”—the 2011 FiFi Awards gala, sponsored by The Fragrance Foundation.

The victorious megastars of the evening included Halle Berry, Stacy “Fergie” Ferguson and Mary J. Blige. Celebrity guests and presenters in the spotlight included Kelly Bensimon, Nate Berkus, Willie Garson, Cat Cora, Josh Duhamel, Padma Lakshmi, Desiree Rogers, Trey Songz, Tiffany Amber Thiessen and Kate Walsh.

Halle Berry received the newly named Elizabeth Taylor Fragrance Celebrity of the Year Award, as well as Fragrance of the Year-Broad Appeal-Women’s for her eponymous scent Halle by Halle Berry Pure Orchid, from Coty. Fergie took home a coveted glass FiFi slab for her selection as 2011 FiFi New Fragrance Celebrity of the Year Award, for her fragrance from Avon, appropriately named Outspoken.

In an emotional acceptance speech, Mary J. Blige accepted the award for Fragrance of the Year Direct-to-Consumer for My Life by Mary J. Blige, from Carol’s Daughter. My Life was also lauded for Fragrance Sales Breakthrough of the Year, a new category. At the discretion of the board of directors of The Fragrance Foundation, a retailer can be recognized for having done something out of the ordinary. This year, it was decided to honor a brand—Mary J. Blige and Carol’s Daughter—that achieved record-breaking sales at retail, to set a new benchmark.

In all, more than 30 crystal statuettes were presented before the crowd of hundreds of fragrance industry professionals and celebrities from various entertainment arenas.
From our front row seat, Beauty Packaging was, of course, most focused on the packaging award winners that stole the show in four categories. Following are those results along with information on the packaging suppliers. For a complete listing of the winners, go to nitesh_bp.rodpub.com.

Best Packaging of the Year – Women’s Luxe

Gucci Guilty—P&G Prestige
Bottle: Pochet/Qualipac;
Cap: RPC; Pump: Valois
(Gucci Guilty also won Fragrance Superstar of the Year, in a new category in which FiFi attendees cast their votes on the spot as the award presentations drew to a close; as well as Fragrance of the Year-Women’s Luxe and Best Media Campaign of the Year-Women’s.)

Best Packaging of the Year Men’s Luxe

Marc Jacobs Bang—Coty Prestige
Bottle/Cap: Pochet/Qualipac;
Pump: Rexam

Best Packaging of the Year Women’s Broad Appeal

Bombshell—Victoria’s Secret
Bottle: Bormioli Luigi; Cap: Jackel; Pump: MWV/Calmar
(Bombshell also was voted Fragrance of the Year—Specialty Brand—Women’s and received the Consumer’s Choice Award.)

Best Packaging of the Year Men’s Broad Appeal

Herve Leger Homme –
Avon Products
Bottle: Heinz/Gerresheimer;
Cap: Albea; Pump: Aptar
(Herve Leger Homme was also named
Fragrance of the Year-Broad Appeal—Men’s.)

Final Thoughts on This Year’s FiFis Written by Rochelle Bloom, President of The Fragrance Foundation Without a doubt, packaging plays a very important role in the life of a fragrance. From a purely marketing perspective it’s absolutely critical as it is often the very first thing that consumers see that might lure and entice them to try the actual “juice.” Having said that, anyone who knows me, knows that I have been saying for a long time now that more creativity needs to go into packaging, and I believe we are seeing that trending more and more. What do I mean by that? Well, a few years ago the trend was everything pared down and minimal, as it was in fashion. This also reflected to some large measure the start of the downturn in fragrance sales and budgets being slashed here, there and everywhere to make the year-end results. Also, with the need for speed to market, this too impacted the way packaging of fragrances, with some exceptions, was handled. Now I see this is changing and with fragrance heading at least in the right direction, packaging has become more integrated to help tell and sell the story of the fragrance, and highlight its luxury, whimsy or fashion vibe. This year’s FiFi winners reflect this feeling. Think of the sensual combination of black and gold for Gucci Guilty, the eye-catching Bang by Marc Jacobs, fanciful, feminine Bombshell by Victoria’s Secret and edgy Herve Leger Homme by Avon. We congratulate them for their inventive, creative style! A final thought: The industry should believe and invest more in “sustainables.” For example, today’s luxury consumer is intrigued by recyclable, portable, refillable. I don’t think it will make or break the sale, but it will be received much more favorably today than it would have been a few years ago. It is going to come eventually and we should be the leaders and not the followers. We should push the envelope—as well as open it to reveal a FiFi winner!