The Fragrance Foundation and the Foundation’s Board of Directors that includes two members of Elizabeth Arden Inc., a listed member of NASDAQ, will visit the NASDAQ MarketSite in New York City’s Times Square today, to kick-off the star-studded 39th FiFi Awards on May 25th. In honor of the occasion, Rochelle Bloom, president, The Fragrance Foundation, and Jill Belasco, chairman of The Fragrance Foundation and CEO, Maesa Group, will ring the Closing Bell.

Considered the “Oscars” of the fragrance world, The FiFi’s celebrate the artistry of perfume and the artists that create them. 35 crystal FiFi statuettes are awarded to the fragrances that have been voted through to “top five” status. One out of each category wins the ultimate accolade “Fragrance of the Year.” From the big, bold names in the industry to the innovative, independent creators, The FiFi’s honor and recognize the creative skills, the artistry and magic of a beautifully crafted scent. During the evening, a special tribute will be paid to Elizabeth Taylor for her personal contributions to the fragrance industry and as a legendary member of the Elizabeth Arden portfolio of prestige fragrance brands.

Mingling with top executives from the industry’s major players are this year’s guest-list celebrity presenters, including Cindy Lauper, Desiree Rogers and Trey Songz, as well as celebrity honorees Halle Berry and Fergie and celebrity hopefuls Mary J. Blige and Kate Walsh, whose fragrances are in the running for a FiFi award.