France Prix du Parfum 2010… some surprises!

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Grand prix du Parfum 2010Last week in France, there was the french perfumery oscars,previously called FIFI awards (and still in other countries) and now Prix du Parfum. French must always find a difference…

The 2 most prestigious prices are Best Feminine and Masculine fragrance of the year. The winners not only get a great buzz but win a advertisinig page in Marie-Claire magazine.

This year, it was the first year that the competition was opened to public votes. So anyone could vote. Were there any differences with the past years…. Oh yeah.

The oscar for Best Feminine fragrance of the year was given to Ricci Ricci, the latest feminine fragrance of Nina Ricci. Modern version of a fresh and sweet Cat woman.

Jamais le dimanche, Ego FactoBut the big surprise came on the Best Masculine Fragrance of the year. Most of Professionals would vote for Dolce&Gabanna, perhaps Diesel… but the public voted for JAMAIS LE DIMANCHE. Translated into “Never on Sundays. This incredible masculine fragrance belongs to a young and creative brand called Ego Facto. The brand was created last year by creative olfactive guru Pierre Aulas. He dedicated all his young career at the service of the most beautiful brands (Chloe, Balenciaga, Thierry Mugler, Pucci…). After years of olfactive creation in the shadows, Pierre Aulas proposes a collection of 7 fragrances, or should I say 7 egos… Perfumes are about personality and more, about our own Ego. Congratulations to Ego Facto, David defeated Goliath once again. True creation defeated pure marketing… That gives us hope.
LA

José Amorim

José Amorim has been working in the luxury industry for more than 15 years. In the past 8 years, he joined his personal passion for digital culture and his luxury background to develop digital strategies for premium brands. He is the founder of LuxuryActivist.com and is happy to share his passion here.