It’s that time of year again when the UK branch of the Fragrance Foundation hands out its awards. As ever, my interest in the world of film prompts me to pay particular attention to the ‘Best Commercial’ nominees; it’s always fascinating to see how brands try to use audio-visual channels to sell their scents. So, here are this year’s contenders, divided into ‘male’ and ‘female’ categories.
I can’t say any of them display an especially novel approach to the task at hand. From the ladies’ camp, I enjoy the kooky humour of the Chanel (good Abba cover, by the way), the quirky, off-the-wall quality of the Missoni and the infectiousness of the Guerlain (although the novelty of the Petite Robe Noire campaign has now worn off). But the overall vibe is very safe. The boys’ offerings aren’t any more original. The Miyake actually does a decent job of conveying its perfume’s characteristics and the Paco Rabanne stands up to a few repeat views. However, other than that, it’s predictable sailing all the way.
The winners will be announced on 12th May. And if you’d like to see the full list of nominees in the other categories, please click here. By the way, you may be interested to learn that the shortlists for two of the categories – Best Independent Perfume and Parfum Extraordinaire – were selected by this year’s Jasmine Award winners, one of whom was yours truly.
Persolaise
Between Us from One Direction
Chance Eau Vive from Chanel
Want from DSQUARED2
La Petite Robe Noire Eau Fraiche from Guerlain
Missoni from Missoni
Best New Male Commercial
Acqua Di Gio Profumo from Armani
L’Eau D’Issey Pour Homme from Issey Miyake
L’Homme Ideal Cologne from Guerlain
1 Million Cologne from Paco Rabanne
Only The Brave from Diesel
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