from WWD: fragrance news
Although it may not be as star studded as the Oscars, Tonys, or Grammys, the FiFi (Fragrance Foundations Awards) have many stars of their own. No doubt you’ve heard of many celebrity fragrances, so it’s a small wonder that these celebs come out when there’s an opportunity to get a little more product recognition. Here’s all the deets:
Tags: news, perfumeThe FiFi’s and Popular Appeal Fragrances
The Fragrance Foundation’s equivalent of the Academy Awards, the FiFi’s, were presented on May 31 at the World Financial Center in lower Manhattan. It was a star-studded event attended by Sarah Jessica Parker, Sean “Diddy” Combs, Paula Abdul, Jane Seymour and singer John Legend who performed for those attending.
The celebrities, the designers and the upscale retailers were all there. What was missing was a mass market presence. It was a stretch for The Fragrance Foundation to find many new launches to laud in the mass, or as the group calls it, the popular appeal market.
BeautyBank won for American Beauty Wonderful Indulgence which, when considered is primary sold in Kohl’s, isn’t a true “mass” brand. Antonio Antonio Banderas took its fourth FiFi. The launch deserves the honor, but had scant competition. Even best packaging for popular appeal ion women’s was nabbed by a specialty retailer/manufacturer, Yves Rocher and Avon was the winner for men’s packaging with Driven, Derek Jeter.
The Fragrance Foundation can hardly be faulted for not being able to find more mass products and retailers to honor. And, mass market retailers have been shy about getting involved in The Fragrance Foundation activities.
The awards only further spotlight the lack of new products and launches in the mass channel. What used to be an industry heralding the introduction of hundreds of scents now has to wait for star-studded debuts to cut the path from department stores, to mid-tier to mass - the three-step launch process that has become routine. Mass retailers are already rubbing their hands in glee with expectations of getting stock of this year’s big winner Juicy Couture
There are companies trying to revive the mass fragrance business. Coty has certainly put effort into it - although the company does not launch the barrage of scents it did in the 1980s. PUIG is also making itself known with the Banderas portfolio. There are whispers other companies will inch back into mass fragrance. Already many buyers expect Revlon will reposition Flair, originally destined for department stores, into mass. There are even market reports L’Oreal could be lured back into mass fragrances.
It isn’t only the suppliers who need to change their perspective on mass fragrances. Retailers, too, need to do a great deal of housekeeping before the market is ready. As the industry tries to go more upscale, which often means more service, fragrance counters need to be removed from lock and key. There need to be more than just the clamshell presentations which are good in a pinch, but not a destination purchase. And, mass market retailers need to become more involved with The Fragrance Foundation and be willing to speak at events and share ideas. With some effort, perhaps the mass market will be the star at next year’s FiFi’s.
1 opinion for from WWD: fragrance news
emgrise
Jun 17, 2007 at 6:44 am
The fragrance industry is elitist, hermetic and incestuous. It’s time to shake things up, to involve others outside of the industry and demystify the industry, to share basic information and educate young adults to be able to intelligently discuss the sense of smell on the same playing field as the other senses.
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