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BOLOGNA, Italy — The Accademia del Profumo’s 24th annual fragrance awards were held on March 8 at the Teatro Auditorium Manzoni here, and the big winner of the night was the Trussardi My Land men’s fragrance, which went home with four awards.
More sober than in previous years, the ceremony opened with a panel discussion in which Il Sole 24 Ore journalist Paola Bottelli interviewed BolognaFiere president Duccio Campagnoli; Unipro president Fabio Rossello; Accademia president and Ferragamo Parfums chief executive officer Luciano Bertinelli; and Ermenegildo Zegna president Paolo Zegna, who is also on Confindustria’s technical committee for internationalization.
The discussion centered on the importance of exports for Italian cosmetics companies, and the possible return of luxury fragrance brands to the Cosmoprof beauty fair, where they have been conspicuously absent in recent years.
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Swedish model and TV personality Filippa Lagerbäck kicked off the announcements of the evening’s winners. Chanel’s Coco Noir Chanel and Giorgio Armani’s Acqua di Giò Essenza garnered top prizes from a jury composed of roughly 22,000 consumers polled on Facebook and at about 150 Italian perfumeries.
A VIP jury of entertainment figures that included Lagerback awarded Prada’s Prada Luna Rossa and Guerlain’s La Petite Robe Noire with prizes for best communication, while Balenciaga’s Florabotanica and Trussardi’s Trussardi My Land fragrance won for best packaging.
It was a big night for Trussardi My Land: the scent racked up three other awards from the academy’s technical jury, for best men’s olfactive creation, best men’s fragrance made in Italy and best men’s fragrance from an Italian brand. Bulgari’s Bulgari Mon Jasmin Noir L’Eau Exquise took home the award for best women’s olfactive creation, while Signorina Salvatore Ferragamo won for best women’s fragrance made in Italy and best women’s fragrance from an Italian brand. In the niche category, the technical jury gave top marks to Armani Prové Figuier Eden for women and Tom Ford Noir for men.
The ceremony did not entirely do away with show tunes, as young dancers and singers from the Bernstein School of Musical Theater took the stage for a handful of performances including George and Ira Gershwin’s “The Man I Love” and Cole Porter’s “Begin the Beguine.”