Perfume, the thread of an “invisible” link

With a calendar full of physical and digital initiatives, Accademia del Profumo continues to promote the culture of fragrance, building synergies between the enthusiasts and the actors of the supply chain: from industry to brands, from media to retail. Among the most eagerly awaited events, the historic Award, which in 2021 proposes interesting new features: the “Ambient Fragrance” category and an award for responsible innovation.

In a period of complex challenges, Accademia del Profumo has been able to carve out new opportunities, remaining faithful to its mission. After the decisive impulse given to digital activities, media presence and social initiatives in 2020 to keep alive the relationship with the community of fragrance lovers, the Accademia’s commitment continues in this direction in 2021, renewing the most awaited appointments, first of all, the Annual Award, which evolves to keep pace with new lifestyles and the most current trends.

In the last year, people’s relationship with their homes has intensified and been revitalized. A social change that Accademia del Profumo has promptly grasped, and to which, in the next edition of the Prize, it will dedicate a new category, that of Best Room Fragrance, without gender.

This is not the only novelty for the Accademia del Profumo Award 2021. Since, in fact, the perfume supply chain is demonstrating a strong environmental and social commitment - from the sustainable sourcing of raw materials to optimized manufacturing processes and corporate responsibility - the introduction of a new special award for responsible innovation, assigned by the Technical Jury, has also been planned.

Best Packaging nomination: Female

Cartier - La Panthère Parfum (distributor: Richemont Italia)

Chloè - Nomade Absolu de Parfum (distributor: Coty Italia)

Tom Ford - Black Orchid Parfum (distributor: Estée Lauder)

The process of obtaining ISO 27001 certification continues

With the aim of ensuring maximum objectivity and transparency in all operations related to the Award, the 2021 edition, in all its phases, will be subject to analysis for the preparation of procedures and documents necessary to obtain ISO 27001 certification in 2022. A process that begins with the selection of the jurors, made taking into consideration parameters of suitability that respect the specificity of the product entered and, at the same time, guarantee the heterogeneity of the voting body for an overall and global judgment.

Best Packaging nomination: MAle

Dior - Homme Edt (distributor: LVMH)

Jean Paul Gaultier - Le Male Le Parfum (distributor: Puig Italia)

Salvatore Ferragamo - Ferragamo (distributor: Ferragamo Parfums)

Initiatives to involve the public

As every year, the Award is accompanied by an online contest open to consumers, who can vote for the best fragrance of the year, both male and female, and try to win one of the fragrances offered.

In order to bring the public closer to the competition, on the social channels and on the Accademia del Profumo website, a narrative path has been designed that touches on the various aspects of perfume: from packaging to communication and creative processes. Finally, the 500 perfumeries taking part will feature a display promoting the finalist perfumes and, at a later date, the winners.

In order to allow fans to witness the revelation of the winners, the final awards ceremony will take place in May in virtual form and will be broadcast on Canale 5, in three episodes of X-Style, which will recount the various phases of the initiative from the pre-selections to the final announcement. The ceremony will also be an opportunity to present the theme of the new cultural project that will animate the Academy’s social media in the second half of the year: the union between music and perfume, a story that will highlight relationships, agreements and notes belonging to both worlds.