Rochelle Bloom, president of The Fragrance Foundation, has announced that this year’s FiFi Awards evening, scheduled for Wednesday May 25th, will take place Under the Tent at Damrosch Park, Lincoln Center, New York NY.

Considered the “Oscars” of the fragrance industry, The FiFi Awards, presented by The Fragrance Foundation, is an elegant, red-carpet celebration where over 800 industry leaders gather along with celebrity presenters from stage, screen and music, to find out who has won a coveted crystal FiFi award out of a possible 30 categories for the best in men’s and women’s fragrances.

“We are already in full FiFi mode!” says Bloom. “The brands are submitting their best fragrances, interior collections, bath and body products, packaging, media campaigns, technological breakthroughs, nominating a classic fragrance for Hall of Fame status or for the new Fragrance Superstar of the Year. Our team here is hard at work sorting through the avalanche of paperwork that, despite the digital age, gets the FiFis up and running each year”.

In addition to the new venue, there are several other changes that will mark the 2011 FiFis.

“Fragrance Superstar of the Year” is a brand new award category for best fragrance of the year with no restrictions as to male or female or distribution channel. The fun and excitement of this new award is that guests attending The FiFi Finalists Breakfast at the Mandarin Oriental Hotel, Friday April 8th, will have the opportunity to vote for the final five there and then from a listing of the top 10 fragrances in each category.

To add a further level of newness and excitement at The FiFi Awards evening that follows, it’s the attendees themselves who will have the ability to vote, on the spot, for the first-ever “Fragrance Superstar of the Year” out of the top five fragrances (tabulated by the Foundation’s accounting firm) showcased during the evening. The winning fragrance will be announced immediately and be presented on stage with a coveted crystal FiFi.

For the first time, fragrance-loving consumers will be able to cast their vote on a stand-alone basis for their favorite fragrance without being combined with any other voting tabulations via the “Consumer’s Choice Award.” The winning fragrance will be recognized as a true consumer’s choice and receive the ultimate FiFi Award accolade. The voting will take place via the social networks, media sites, osMoz.com, iPerfumer etc. More details to follow.

Please visit www.fragrance.org, and click on the FiFi window for full details of categories and nominating forms.