Winners of the Fifi UK Awards

by Grant Osborne, 15th April, 2010

Monday night saw the UK fragrance industry honour the best fragrances of the last year in glitzy ceremony at the Royal Opera House in Covent Garden. Basenotes was there as organiser of the very first independent niche Fifi award and tweeted the results live on the night. For those that missed them the results are as follows:

Fragrance of the Decade Award - sponsored by The Perfume Shop (Voted by The Perfume Shop CFSS Trained Staff):

  • Women's: Coco Mademoiselle

  • Men's 1 Million by Paco Rabanne

Special Commendation for Education and Innovation

  • P&G Fragrance Creation Team for 'The Perfume Garden'

Best New Print Advertisment - Sponsored by Stylist and Shortlist

  • Women's: Flora by Gucci

  • Men's: La Nuit de l'Homme by YSL

Best New Fragrance Commercial

  • Women's: Idylle by Guerlain

  • Men's Only the Brave by Diesel

Best New Fragrance Packaging

  • Women's: Unidentified Fragrance Object by Kenzo

  • Men's: Only the Brave

Best New Independent Niche Fragrance - Supported by (Voted for by UK Basenotes Readers)

  • Geranium pour Homme - Editions de Parfums Frederic Malle

The Men's Health Readers Award

  • Only the Brave

House of Fraser People's Choice Award

  • Women's: D&G Rose The One

  • Men's: Gucci by Gucci pour Homme

Best New Fragrance in Limited Distribution

  • Women's: Beige by Chanel

  • Men's: Italian Cypress by Tom Ford

Best New Prestige Fragrance

  • Women's: Lola by Marc Jacobs

  • Men's: Grey Vetiver by Tom Ford

We're currently uploading some pictures of the event here - (though of poor quality as they were taken on an iPhone!)

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    • Madame du Barry | 15th April 2010 11:47

      My beloved Coco! This has "always" been in my wardrobe, and always will be. :thumbup:

    • Mimi Gardenia | 15th April 2010 16:16

      Fabulous ! Glad to see Frederic Malle recognition.

    • scentimus | 21st April 2010 02:46

      Double post glich (please delete)

    • scentimus | 21st April 2010 02:49

      I have to say in marketing point of view 1 million did very well for Paco Rabanne it was the hit he needed in a long time. It is for the new young crowd what his Pour Homme was to the 70's young crowd.

      Congrats is in order.

    • JON RODGERS | 21st April 2010 07:05

      Take your point and readily acknowledge the huge sales of 1 Million but cannot help thinking "Fragrance of the Decade" is somewhat over the top. If the voting was based on commercial success then I'd have to relent and agree. Otherwise - thumbs down !.

    • da_markos | 29th April 2010 18:30

      I also think that 1 million victory in based on commercial success.

      It's rather safe and non-controversial perfume so for me the true winners are ppl from publicity department of Paco Rabanne.