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Paco Rabanne Names 2014 Invictus Award Winner

Roberto Cristofoli, of Italy, won the prize at a ceremony held Thursday night in Paris.

Paco Rabanne hosted a ceremony in Paris on Thursday night to honor the winner of its 2014 Invictus Award, named after the label’s blockbuster men’s scent that came out last year.

It is the second time the Puig-owned brand has held an Invictus-related competition, which took place in reality-show form on YouTube. The series featured seven athletes from an equal number of disciplines and countries who lived together and competed to win 50,000 euros, or $63,867 at current exchange, to help fund a sports-related, socially involved project. The filming took place in Morocco.

Viewers of the show chose the laureate between August and October.

The 2014 winner is Roberto Cristofoli, of Italy, whose specialty is bicycle motocross, also known as BMX. The prize will allow him to promote the sport among young people in his home country as well as fund the renovation of his training track in Verona.

Vincent Thilloy, vice president of prestige designers at Puig, said the Invictus Award is very much a sign of the times.

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“I think consumers today want to be involved in the brand, and this is a way for them to interact and to be part of that story,” he said, adding that the award is also an effective means to raise the label’s visibility in a different manner but alongside more traditional advertising.

The strategy has been paying off, with Invictus now ranking in the top five of men’s prestige fragrances worldwide, including in the U.S., where it was introduced in August.