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GCI's sister publication Perfumer & Flavorist magazine partnered with The Fragrance Foundation to restructure the FiFi Awards for Technological Breakthrough of the Year. As a result, a specialized category—Technological Breakthrough in Fragrance Creation—was established.
This new award category considered submissions in the following areas:
Submitted technologies represented an entirely new and original concept. In addition, the technologies must have been created in 2009 and used in a product that is currently on the market, or, if it is not currently on the market, a notarized letter must be submitted confirming a contract to use the technology in a product to be launched in 2010.
A panel of experts pre-screened submissions, evaluating concept (original premise), function (how does it work and what are its innovative qualities) and industry benefits (potential value). Following this stage, entrants were required to make a presentation to the Technological Breakthrough judging panel, comprising industry consultants, trade media and research scientists. The highest-scoring presentation will be awarded the FiFi Award for Technological Breakthrough of the Year at the 2010 FiFi Award Ceremony on Thursday, June 10, 2010, at The Downtown Avenue Armory in New York.
This revamped award category presented an opportunity for fragrance houses, raw material suppliers and research institutions to showcase their expertise.