The FiFi Awards Brings Out the Celebs

When the FiFis began 35 years ago, "it was the industry recognizing the industry," the president of the Fragrance Foundation, Rochelle Bloom, said. But the awards have evolved to include consumers. "We've really reached out," she said. "It's been a priority of our board to take [the FiFis] from being internal -- us patting ourselves on the back -- to making it more marketable, so the consumer can participate in it and be part of it." In the past few years the FiFis have reached out to consumers for their votes, and worked to increase both media exposure and retail participation. This year, Sephora did online, e-mail, and in-store promotions featuring all of the finalists, and will also feature the winning fragrances.

More photos (Padma Lakshmi, Daisy Fuentes, Becki Newton, Donna Karan, Sean Combs, Jane Seymour, Zac Posen, Paula Abdul, John Legend, Carol Alt) from the FiFi Awards red carpet after the jump.

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