New FiFi Indie Brand Award to Launch

In collaboration with The Fragrance Foundation, Elements Showcase announced it will introduce a new FiFi Award for “Best Indie Fragrance Brand” at its fragrance showcase event on August 15 and 16, 2011. Brands will be able to sign up to receive nominating forms at the show, as well on the Elements’ and Fragrance Foundation’s websites, and the winner(s) will be announced at the Elements Showcase in January 2012, as well as at the FiFi Awards ceremony in the spring of 2012.

“We are honored to partner with The Fragrance Foundation in the creation of a FiFi for Best Indie Fragrance,” noted Elements Showcase founders Frederick Bouchardy, Jeff Lawson and Ulrich Lang. “Our goal at Elements Showcase is to continuously strive to promote what is cutting edge in design and fragrance, and we feel this partnership is another step towards supporting that agenda."

The Fragrance Foundation and Elements Showcase will accept candidates for the new award based on criteria which will be shared in the weeks ahead. "The Fragrance Foundation recognizes the talent and artistry of indie brands and wants to acknowledge this category in the environment which celebrates their individuality and craftsmanship," commented Fragrance Foundation president Rochelle Bloom.

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