The Fragrance Foundation 2010 FiFi Awards

The line-up of FiFi Awards in-waiting. Photo: Courtesy of The Fragrance Foundation

The Fragrance Foundation has announced its finalists for the 2010 FiFi Awards.

StyleList recently attended the FiFi Finalists Breakfast in one of the best smelling places in all of New York City -- the Mandarin Oriental Hotel -- in a lead up to the FiFi Awards Gala, which honors the finest fragrance launches of the year and is considered to be the "Oscars" of the fragrance industry.

The organization presented awards for Editorial Excellence in Fragrance Coverage to Allure, Elle and Elle.com for outstanding fragrance articles, along with the Technological Breakthrough of the Year award to Victorinox Swiss Army, for the packaging technology and delivery systems of Victorinox Swiss Unlimited-Rubber Bottle -- which allows you easily create a travel-size bottle of the fragrance with a refillable tool.

Givaudan received a nod for Miriad 2.0, a fragrance knowledge management tool.

The Fragrance Foundation also chose the top five nominees in 20 scensational award categories. Some of the big contenders in this year's FiFi Race include Flora by Gucci, Benefit's Crescent Row Collection, Lola Marc Jacobs, Very Hollywood Michael Kors and YSL Parisienne in the Woman's Luxe category, and Avril Lavigne Black Star, Faith Hill Parfums, Flirt! Flowerific Perfume Spray, Halle by Halle Berry, Mariah Carey Ultra Pink and Super Samba Woman in the Woman's Popular Appeal category.

This year's top honoree is Michael Kors, Male Celebrity Fragrance of the Year is Usher, and Retailer of the Year is Bath & Body Works.

The winners will be announced at the annual FiFi's Awards Gala on June 10, 2010.

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