Sweet smell of success: who will win at this year's FiFi awards?

Monday, 11 April 2011

Armani's Acqua di Gioia, Chanel's Chance Eau Tendre, Gucci Guilty, Pure DKNY, and Voyage d'Hermès are all in the running for the grand prize of the fragrance industry's equivalent of the Oscars.

The final nominees were announced by the US Fragrance Foundation April 8, with the winner scheduled to be named at the official award ceremony May 25.

Eva by Eva Longoria, Flirt! Rock-N-Rebel, Halle by Halle Berry Pure Orchid, S by Shakira and Samba Sun Woman have been shortlisted as best fragrances with a broader appeal.

One who can already be sure of a trophy is French designer Jean Paul Gaultier, who is this year's Hall of Fame inductee, while the recently deceased Elizabeth Taylor - whose White Diamonds fragrance is still one of the top-selling celebrity fragrances today - is expected to be honored posthumously.

Perfumer Firmenich's osMOZ iPhone App, which facilitates fragrance shopping, also received recognition.

The FiFis are the industry's most respected awards, with local editions being held in Germany, France, Italy, the UK, and Russia, among others.