Pre-Red Carpet at the FiFis 2011: Interview with Ms. Rochelle Bloom, President of the Fragrance Foundation

 

The new FiFi Award 2011

FiFi fever at CaFleureBon began June 10, 2010, when Managing Editor Mark Behnke and I were glued to   Twitter @fifi awards Live from the Red Carpet. Would our favorite fragrances win? In a coup…Tom Ford and Laurice Rahme of Bond No. 9 won two Fifis each!

For the Fragrance Industry and perfume aficionados, the Fifi's are the 'Oscars', the 'Superbowl', the 'Tonys' and the 'Grammys' wrapped up in one scented event. There is drama, surprises, (and for many) an element of mystery surrounding the Fragrance Foundation.   Cafleurebon.com has the  honor to be the first blog to offer an in-depth interview (and a front row seat behind the scenes at FiFi Awards), as we interview The Fragrance Foundation NY’s President, Ms. Rochelle Bloom. 

 

Courtesy of Fragrance Foudation: Rochelle Bloom

Before we begin with the Fragrance Foundation questions, I would really like to get to know more about you… Rochelle Bloom. What were your previous positions before heading the most prestigious branch of the Worldwide Fragrance Foundation?

RB: I spent most of my career at Estée Lauder, who owns Bobbi Brown and of course Lauder has a magnificent portfolio of hugely successful fragrances.  I was Senior Vice President/General Manager of Estée Lauder International for thirteen years so this gave me a great deal of experience and understanding of different cultures. Prior to that I launched Prescriptives where their CALYX fragrance was a huge success. I was appointed President of The Fragrance Foundation in 2003 and it has been a delight to further enhance consumer understanding and enjoyment of the pleasures of wearing fragrance.

Were you always interested in perfume? What was the first perfume you bought yourself?

RB: I wouldn’t say fragrance was my strength but I always wore fragrance and knew the benefits of wearing fragrance starting with my childhood.  My Mom was a big fragrance user so it rubbed off. The first fragrance I ever bought was Jean Naté followed by Elizabeth Arden’s Blue Grass.

 

 Photo: Cafleurebon.com

 

What fragrance did your mother wear?

RB: My mother wore lots of different fragrances but her signature fragrances were Shalimar and Joy. 

Your father?

RB: My dad wore Aramis and Canoe.

 

 Courtesy of Michel Roudnitska for Michael Edwards Perfumes of the World 2010: Green 

It may not be politically correct but I must ask. What are your favorite scents?

RB: Fragrances are like my children!  I cannot pick one over the other as they each have their individual characteristics and it also really depends on how I am feeling that day, or what I am wearing, or where I am going.  I might also be tempted by a new launch that one of our members sent me to try.  I will say, however, that I favor floral and green fragrances and are drawn to them.

What is a typical day for you?

RB: I leave my house to go to the gym at 5am Monday to Friday. It is something my husband and I do together and it is a routine by now.  I get to the office around 8.30 am, if I am not meeting someone for breakfast.  Every day is diverse as we are always working on an event, or helping a member with something or trying to get articles written about fragrance.  Also, lots of companies want to share their new fragrances with us as well. There are meetings throughout the day which also take up time. We have a staff meeting once a week to be sure everyone is on board with what is happening at that moment and in the future. 

 Theater !!!!: Courtesy: A2c2.org

Of course, I also deal with financial as well as management issues. I eat lunch out about 3-4 times a week with a variety of people from the media, manufacturing or supplier companies.  I also sit on the Advisory Board of The Fashion Institute’s Master’s Program.  I leave work around 5.30 pm to relax.  I am a big theater goer and also am a member of a book club.

 

 All rights reserved to John Lennon Estate: John Lennon"Imagine"

  When was the organization founded and how many international partners are currently part of the Fragrance Foundation Network?

RB: The Fragrance Foundation New York was founded in 1946 and now partners with Foundation’s in the UK, Russia, Saudi Arabia, France, Germany, Australia, Italy and there is more to come.  We are very proud of this international network. Each country operates independently and puts their own cultural spin in support of their fragrance community.

Is the American Foundation the largest?  How many countries host the Fragrance Foundation awards?

RB: Yes, The Fragrance Foundation in the U.S. is the largest and we are proud to say that now The United Kingdom, France, Germany, Australia, Russia, Italy and Saudi Arabia all present a version of The FiFi® Awards.

From the latest acceptance of Arabia, to France to the UK, are you all separate entities or do you convene once a year?  Who decides if a country can become a member of the Foundation?

RB: We have an international meeting every Fall in Monte Carlo and there is a criteria for becoming a Foundation which is mostly legal which every member must meet.

 

       

The  Red Carpet at the Oscars 

 

 

The FiFis are called the Oscars of the Fragrance Industry. Who makes up the equivalent of the Academy?  Where do the 25 judges come from?

RB: Like the Academy Awards, our members vote for the fragrance awards.  Each member company has 3, 6, or 9 votes depending on their level of membership.  We send out over 400 ballots which cover every category, so it is a detailed process.  We also have a consumer award which opens the top awards to consumer voting. This is done via social networking, magazine readership and other consumer outreach.  There are only three awards that are now judged by panel: technology, media and Perfume Extraordinaire.  Each panel is made up of experts in that category so that they are knowledgeable and experienced.

 

Annette Green

Annette Green became in President in1973 and held the position until 2003.  Much has changed in the world of fragrance. What are some milestones you would look to? Under your tenure what has been introduced to bring the foundation into the 21st century?

RB:  I think that during Ms. Green’s tenure the greatest accomplishment is the Certification Program, which educates the fragrance sales staff with in-depth knowledge of the fragrance world. This program is over 12 years old and we have over six thousand certified sales people through the English and Spanish speaking world.  During my tenure, I think we have expanded the membership and Board to include media and retail involvement, established an Associate Board made up of younger fragrance managers so that they have a voice, made The FiFi® Awards much more ‘cool’ and made independent/small companies feel as much a part of the industry as the ‘big guys’. We have re-introduced the “Hot off the Press” review of the prior year’s rankings and sales and are much more open to dialogue about what is bad about business as what is good! 

Celebrity scents and flankers are ubiquitous. There are some great celebrity scents and flankers, but most feel like clutter? Thoughts?

RB: Well, it’s nice to have choices and change up a fragrance favorite say, in the spring to a lighter version, but anyone who knows me knows that I urge the industry to think quality over quantity.  I much prefer brand building than just launching a fragrance every six months.

In many cities in the USA and Canada there is a ban on perfume in public buildings. In fact last year in Detroit, a city office worker won $100,000 because her coworkers scent annoyed her. If you Google “ban perfume” there are over 9,830,000 results.

It smells like an epidemic.

RB:  The Fragrance Foundation is really all about promoting the pleasures of wearing fragrance and we refer to regulatory experts at The Personal Care Product Council (PCPC) based in Washington to represent the entire industry on these issues..

I think the use of the word epidemic is exaggerated.  Education is they key word here. Consumers need to be educated on how to wear fragrance and where. It’s obvious that during work or when you are in a public space during the day you need to tone it down.  Use body lotions and shower gels instead of the full spray blast. Save that for after work or when you are going out.  We always advise fragrance users to stay within their ‘scent circle’.  In other words a lovely fragrance should beckon you to come closer, not push you away.  The over-the-top fragrances of the 80’s are so over today.  Fragrances should be used lightly, subtly.  We are surrounded by smells all day long, some good some bad. There is scent in just about everything we use: shampoo, laundry detergent, etc. 

 

Mandy Aftel, Aftelier Perfumes

Natural perfumery is gaining popularity, especially over the past five years, yet there has never been a nomination. Why?

RB: We’re very happy to see that Mandy Aftel has entered this year’s FiFi’s®.  We would love to see more ‘indie’ perfumers enter. We don’t select the nominees, the companies enter their fragrances and all are welcome, including the natural perfumes.

At the Oscars Price Waterhouse carry the envelopes of the winners?  Is there anything set up to safeguard tampering at the FiFi's?

RB: The accounting firm of Sperduto, Spector & Company is the tabulators and guardians of the FiFi® ballots and we do not see anything until the envelopes are handed to us by them right before we go on stage.

Passions outside of perfumery?

RB: Travel, theater, movies, reading, tennis and eating – going to meet friends and sharing a great meal.

Last book read?

RB: The Invisible Bridge (by Julie Orringer) – a wonderful read!

RB: iPhone or blackberry?

Blackberry, Kindle, iPad.

Photo – JOE SCHILDHORN​/PatrickMc​Mullan.com​

Most memorable  FiFi moments?

RB: It’s all showbiz and I am totally starstruck!!

So, sharing a stage with Sigourney Weaver or Marisa Tomei. Or listening to John Legend sing. Or having Katie Holmes present just a few weeks before marrying Tom Cruise are a few of the memorable moments.

Wild flowers: Anastasia Malakhova/ cafeurebon.com

WHO are you wearing (designer) for the FiFi’s this year?

RB:  Believe it or not, this year I am late and have not decided yet. The theme is an urban garden so I’m looking for something that reflects this. Luckily, florals are in vogue this season.

Any news or sneak sniffs for this year’s awards?

RB:  Good try!  All will be revealed on the big night!

Michelyn Camen, Editor-in-Chief

Editor’s Note: Thank you Ms. Bloom (on a personal note, with your busy schedule it’s encouraging you make time to read a good book).  It was also great to see some of our favorite fragrances listed in BOTH the men’s and women’s categories.

The Fragrance Foundation (www.fragrance.org and www.fragrancefoundation.org) is MUCH more than just the FiFis. Check out their site and learn what they do, offer and who’s who. Organizations and  major sites like www.sniffapalooza.com  will be active in the consumer outreach.

\We are honored to be a nominee for Editorial Excellence in Fragrance Coverage (Managing Director Didier Cholay and I will be present at the April 8th 2011 FiFi Awards breakfast). From March 28- April 7, www.cafleurebon.com asks our readers to cheer your favorite nominees, so please leave a comment for the fragrances that we reviewed or mentioned on site, (which we linked below) and we will post them on our FaceBook wall. In addition, as Ms. Bloom is very busy, if you have specific questions, please email michelyn@cafleurebon.com and I will do my best to email you with answers

The 2011 FiFi Award Ceremony will be held May 25th, 2011

2011 FiFi Award Nominees Links to CaFleureBon content are indicated by Bold letters

 Luxe-Fragrances Sold in Department Stores and Specialty Stores (more than 250 doors)

Women

Giorgio Armani Acqua di Gioia

Givenchy Ange ou Demon Le Secret

Balenciaga Paris

Beyonce’ Heat

Chanel Chance Eau Tendre

Coach Poppy Eau de Parfume

Gucci Guilty

Guess Seductive

Kim Kardashian

Narciso Rodriguez for Her Musc Collection Eau de Parfum Intense

Clean Outdoor Shower Fresh Eau de Parfum

L’Occitane Pivoine Flora Eau de Toilette

Givenchy Play for Her

Donna Karan pureDKNY

Radiance Britney Spears

Lancome Tresor in Love

Twirl by Kate Spade New York

Versus Versace

Voyage d’Hermes

Womanity by Thierry Mugler

Men

Bleu de Chanel

Azzaro Chrome Sport

Dolce & Gabbana The One Gentleman

Gucci by Gucci Sport pour Homme

Lacoste Essential Sport

Marc Jacobs Bang

Perry Ellis Night

Ralph Lauren The Big Pony Collection: 1,2,3,& 4

Voyage d’Hermes

 

Specialty Luxe- Fragrances sold in Specialty Stores (26-249 doors)

Women

Bebe Sheer Eau de Parfum

Yves St. Laurent Belle D’Opium

Bond No. 9 High Line

Bond No. 9 Washington Square

Dior J’Adore L’Or

Chantecaille Kalimantan

Guerlain La Cologne du Parfumeur

Jo Malone English Pear and Freesia

Atelier Cologne Orange Sanguine

Parfums DelRae Panache

Chantecaille Petales

Prada Infusion de Tubereuse

By Kilian Rose Oud

Tom Ford Azure Lime

Victorinox Snowflower

 

 

 

 

 

 

 

  By Kilian Love and Tears, Surrender

La Prairie Life Threads: Sapphire, Ruby, Emerald

Paco Rabanne Lady Million

 

 

  

Men

Bond No. 9 Andy Warhol Montauk

Bond No. 9 Cooper Square

Acqua di Parma Colonia Essenza

Guerlain La Cologne du Parfumeur

Paco Rabanne One Million

 

Atelier Cologne Orange Sanguine

Parfums DelRae Panache

Prada Infusion de Vetiver

By Kilian Rose Oud

Tom Ford Azure Lime

Victorinox Snowpower

 

Broad Appeal-Fragrances sold through mass merchandisers-drugstores/chains

Women

Avril Lavigne Forbidden Rose

Christina Aguilera

Christina Aguilera By Night

Dyamante by Daddy Yankee

Eva by Eva Longoria

Flirt! Rock-n-Rebel

Halle by Halle Berry Pure Orchid

S by Shakira

Samba Sun Woman

 Men

Antonio Banderas The Secret

Herve Leger Homme

McGraw Silver

Samba Sun Man

Specialty Brand- Fragrances sold through one retailer and/or brand name in one retailer

Women

Anthropologie “By the Creators of Le Labo” Eau de Parfum collection

Anthropologie “Happ & Stahns-Perfumers”, 1842 Rosa alba Eau de Parfum

Banana Republic/ Republic of Women Essence Eau de Parfum

Bath & Body Works Signature Collection Dark Kiss

Bath & Body Works Signature Collection Secret Wonderland

Victoria’s Secret Bombshell

Brooks Brothers “Madison” Eau de Parfum

Claire’s Angel and Rebel Rocker

Gap Stay Eau de Toilette

Icing “Flaunt” Collection: Oh So Jolie, Hello Cherie, C’est Chic

Crabtree & Evelyn Iris

Payless Unforgettable Moments: Promise and Charmed

 Men

Banana Republic/ Republic of Man Essence Eau de Toilette

Bath & Body Works Signature Collection for Men Ocean

Bath & Body Works Signature Collection for Men Twilight Woods

Gap Core Eau de Toilette

 

Direct to Consumer- Fragrances sold online, through catalog, or door-to-door

      Women      

Boyfriend

Carol’s Daughter My Life by Mary J Blige

Avon Outspoken by Fergie

Yves Rocher So Elixir

 

Indie Brand- Small/Emerging brands on the market for 1-2 years (25 doors or less)

Aftelier Candide Perfume (Women’s)

Aftelier Honey Blossom Perfume (Women’s)

Aftelier Lumiere Eau de Parfum (Women’s)

Six Scents Parfums: Series Three (Unisex)

 

  

 

 

 

 

  JJ

Jo Malone English Pear and Freesia

   

Christine Nagel’s English Garden: Jo Malone English Pear and Freesia

 

 

 

 

 

 

 

 

 

 

 

 

 

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19 comments

  • What an interesting and informative interview. I was not quite sure of what the FiFi awards were. I now am very clear to how the awards are given. The importance of these awards was another facet of information that was an education for me.
    The questions that you asked Ms. Bloom, gave me an indepth view of how the fragerance council works and the purpose that it serves.
    Kudoz to you for a wonderful article!  i would love for you to repost the jo malone english pear and freesia

  • Claudia Kroyer says:

    An amazing interview and such an honor 🙂  I see Chantecaille Kalimantan is nominated amongst some other beautiful fragrances and i have been itching to try the Kate Walsh Boyfriend, i have heard many nice things about that one. thank you for the insight on how this Fragrance Council works……it was really fun to read this whole article very insightful. Thank you so much…..keeping my fingers crossed.

  • Great interview! I am really rooting for Marc Jacobs Bang in the Men's Luxe category, it's definitely the  standout, and of course the Aftelier scents.

  • Very interesting inside scoop on the awards – amazed at Ms Bloom's 5am gym routine, and also pleased to see she finds time to read a book.
    I am rooting for Balenciaga Paris and Belle d'Opium.

  • I'm rooting for Hermes Voyage. That is becoming my go-to scent and it always seems just right. However, I'd also love to see Mandy Aftel take home an award.

  • Great interview! Love this insider's view of the business! It's clear Ms. Bloom is a perfumista and one of us! I totally agree with her philosophy regarding one's "scent circle". What a lovely way to put it- I fully believe that a beautiful perfume should make you want to lean in to smell more…

  • Balenciaga Paris is a beautiful fragrance. I have had the chance to wear it because a SA gave me a sample, and I enjoyed it a lot. I just love it on my skin.
    Voyage d'Hermès is wonderful too. It was love at first sniff for me. So I root for both of them 🙂 They deserve the prize.

  • Hi Dear Michelyn.
    Very interesting interview!
    Nice to know FiFi is expanding to other  countries.
    Each country or nation has a particulary vision of perfumery. Different predilections. It is important  encompass all concepts to have  a global vision of perfumery. To understand the problems, diffficulties, and  creative processes.
    I wonder FiFi plans in relation to Brasil. The Bralilian loves perfumes, but does not have a tradition of fragrance similar to the East or Europe. However  this situation is changing .
    And, what is your opinion about a lot of scents dumped in public places – Corporate smell or Olfactory  Marketing –  It happens in many stores, and commercial buildings in Brasil. Competition with the aroma individual?  It will be a trivialization of perfumery?
    Thank you very much
    Hugs, Elisabeth

  • Oh,,,love this article!  I have several of those mentioned in the article, Balenciaga Paris, Atelier Orange Sanguine are two of them.  I race to this blog, which I recently discovered, for in depth discussions of perfumes.  The bonus is the wonderful art, and interviews with the various creators.  I wear perfumes for myself,,,so if perfume is banned (*not* ) in various public places,,,I will happily spritz at home!!!

  • Thank you so much for such an informative and enjoyable (as always) interview Michelyn!
      I had no idea that they were submitted to the foundation by the perfumers themselves!  And it's awesome that they welcome natural perfumers too 😀
    I'd sure love to hear about Mandy's honey blossom again,  and also Lumiere if there is time.
    YAY!

  • Great work again Michelyn! Love seeing Mandy's Honey blossom in there, Keep these great interviews coming. 

  • Claudia Kroyer says:

    I had to read this again and realized that my favorite DelRae Panache is also nominated. the first time i tried this one, it was love at first sniff. And eventhough some people do not like TM Womanity, i find the bottle really appealing.

  • Thanks for the post Michelyn!  And Congratulations to Mandy she deserves it as she is paving the way for entire natural perfume industry.  Hopefully, this is yet another step towards opening the door wider for natural perfumery in general.
     
    I just read an article today about the first FiFi Dubai awards that took place this past November.  So there seems to be an opening for what's unique and different across the board. 

     

  • as E-I-C,  I don't want to show a bias, but I was so profoundly touched by My Life from Mary J Blige, and her life and the fact she was totally hands on in the process ; Carol’s Daughter broke the diversity divide. How does it smell.  ca fleure bon

    African American women wear fragrance 7x days a week (according to NPD 2009)

  • Michelyn, the bottle of Mary J's perfume is gorgeous, and that's something for me to say, because I'm not too girly-girly in my perfume bottle selections.  Her story is amazing, too.  Congrats to Mandy, these multiple nominations are really something!  I love the way you laid out the FiFi process via the interview with Rochelle Bloom, many Indie perfumers will benefit from it in the future.

  • I must say Ms. Bloom is really amazing and I admire her for being able to include so many things in her schedule including working out at  6 am. 
    Very interesting article. I am glad that Aftelier and Six Scents are part of the nominees.
    So many fragrances listed and not so many to talk about: 
    Voyage D'hermes, Panache, Balenciga, Orange sanguine and maybe Love and tears. Womanity is not something I would use but I like the concept and the construction. 

  • I would be thrilled to see Mandy Aftel take home the award for any one of her amazing perfumes!  A very well deserved accolade for her hard work.  Go Mandy!  We are all rooting for you.

  • donna s kopenhaver says:

    That was a fun interview to read. To be the President of the Worldwide Fragrance Foundation for 9 years and counting and have so much passion still for all that title involves is really an accomplishment, I admire that in Ms Bloom.
    Plus she seems so down to earth. She can “hang out” with Royalty and also with town folks and still be genuine in spirit.