Fragrance Foundation Arabia have revealed the line-up of local and international personalities who will form the jury panel for the region’s first ‘FiFi Awards’ to be held on the 30 November, 2010. The panel will judge which fragrances will be the winners of the first FiFi's in the Middle East. “The success of a perfume is more than just in its fragrance. It needs to be marketed, packaged and put in retail intelligently”, explains Grit Pannier, President of Fragrance Foundation Arabia. “That is why we have chosen our jury from different backgrounds and sectors to put the judgement on a broader platform.”
The different fragrance award categories are split into “Arabian” and “International” to highlight the role of the fragrance industry in the Arab world, where fragrances play an essential role in the life of its people and the fragrance business has a rich and successful tradition that lasts until today.
Jury members include among others Emirati top managers, journalists of well known titles and the head of an international fashion university.
“The jury is chaired by Mr. John Bailey, Council Member of the British Society of Perfumers and a member of Fragrance Foundation UK”, says Shahzad Haider, Chairman of Fragrance Foundation Arabia: “We are proud and happy John is taking this effort – the participation of this experienced perfumer and fragrance consultant gives the first FiFi in the Middle East great profile and credibility.”
Also on the panel are:
Ms. Laila Suhail, CEO of Dubai Events and Promotions Establishment, who is responsible for the Dubai Shopping Festival and Dubai Summer Surprises;
Ms. Tamara Hostel, Director of French Fashion University ESMOD in Dubai;
Ms. Louise Nicol, Editor-in-Chief of Harper’s Bazaar Middle East;
Ms. Sarah Belhasa, Owner of fashion hot spot Studio8;
Ms. Nirmala Janssen, Publishing Director Supplements and Contract Publishing for Gulf News.
Each fragrance will be awarded a score ranging from 0 to 3 points, and will be judged on set criteria including: uniqueness; personality and memorability; overall packaging; innovation of visual appeal; as well as market positioning and price. Fragrance Foundation Arabia has analyzed carefully the systems used by the Fragrance Foundation in the UK, US, France and Germany and adapted them for the Middle Eastern market.
The first annual FiFi Awards will be held by Fragrance Foundation Arabia - the regional arm of the global fragrance industry body, The Fragrance Foundation, on 30 November, 2010. The event will be held at The Address Downtown Dubai, and will be hosted by well-known UAE TV presenter, Aida Al Busaidy.