Below is the official Fragrance Foundation press release:
Press Contact: Lyn Leigh, firstname.lastname@example.org. Tel: 212 725 2755 ext.102
For Immediate Release
The Fragrance Foundation
Announces Formation of an
“Indie” Fragrance Committee
New York NY July 28th, 2011. The Fragrance Foundation is very pleased to announce the formation of a specialized committee dedicated to developing the recognition, understanding and appreciation of ‘Indie” fragrance brands and their creators. The “Indie” Fragrance Committee mission statement and purpose is to support the excellence, talent and artistry of ‘indie’ perfumes, celebrate their individuality and craftsmanship, give a voice to the indie brands, address any issues and concerns that are important to the group as a whole.
“While niche fragrances have always been recognized at the annual FiFi® Awards,” explains Rochelle Bloom, President of The Fragrance Foundation, “we are keen to find a way to encourage more niche/independent submissions, reaching out to the smaller, successful, entrepreneurial brands not supported by a large company.” An “Indie” brand is defined as a brand that has been on the market for at least two years and is distributed in 1 to 25 doors.
To fulfill the mission statement, Rochelle Bloom and Foundation Vice President Mary Ellen Lapsansky reached out to a stellar group of fragrance experts to form the “Indie” committee, enlisting their collective insight, knowledge and experience of the niche/independent fragrance culture to contribute an on-going source of advice, procedures for submissions, judging criteria, overall support, organization of The Indie FiFi® Award ceremony at the January 2012 Elements Showcase and future potential of the “Indie” category.
The Foundation is very excited to be able to encourage smaller brands that add such inventiveness, creativity and personality to the fragrance world. “Each and every committee member is absolutely in tune with this world, knows their needs and understands their dreams,” continues Mary Ellen Lapsansky. “We thank them for their support.”
· Mandy Aftel (Aftelier Perfumes)
· Arnaud Adrian (Robertet)
· Rochelle Bloom (The Fragrance Foundation)
· Frederick Bouchardy (Joya Studio)
· Karl Bradl (Aedes de Venustas)
· Virginia Bonofiglio (Fashion Institute of Technology)
· Denise Capozzalo (Barneys)
· Victoria Frolova (Bois de Jasmin)
· Mary Ellen Lapsansky (The Fragrance Foundation)
· Carrie Meredith (Eyeliner on a Cat)
· Ralf Sweiger (Mane)