A Showcase of Fragrances

The event, which was launched at Mid Valley Megamall recently, is presented by leading specialty cosmetics and beauty retailer Sa Sa and is a prestigious occasion that honours new premium the fragrance creations and perennial favourites of Malaysian fragrance users.

New participants in this year's line-up of fragrance trade partners are Prestige Products and ITF. They are joined by DKNY, L'Oreal PCI, Luxasia and P&G Prestige.

Present at the launch event were Corina Loi, Senior Vice President & Country Head of Sa Sa Malaysia, Michael Liew, Brand General Manager of Suria Meriang, Casandra Teo, ASEAN Marketing Manager - L'Oreal Prestige and Collections International, Lee Yoke May, Group Product Manager of Luxasia, Lau Shin Yee, Market Strategy, Planning Manager of P&G Prestige and Jack Chia - Brand Manager of Prestige Products.

The event's celebrity judges - Belinda Chee (TV Host), Sazzy Falak (Actress and Host), Siti Hasfizza Aswaty (TV Host) and William K.C. Kee (Editor of Fashion & Clove, The Star) - were also present.

Twenty-one shortlisted fragrances are in contention for this year's awards under six categories - Best Women's Fragrance, Best Men's Fragrance, Best Couple Fragrance, Best Celebrity Fragrance, Best Bottle Design and Packaging, and Fragrance of the Year 2009.

This year's winners will be selected based on the choices by a panel of judges (40% of total score), votes from the public (40%) and sales of the fragrances by Sa Sa during the campaign (20%).

According to Loi, the previous year's event received tremendous response, with more than 25,000 votes coming in throughout the campaign.

This year's campaign was held to showcase the extensive premium fragrance brands available at Sa Sa, she added, as well as to educate the public on how to appreciate fragrances.

"This campaign is held to ensure that our customers are consistently updated with information on our latest launches. It is also a platform for trade partners to showcase new products in the market," she said.

"We want to inform and educate customers on ways to select fragrances that are suitable for their personality in order to enhance their experience and their lives as well."

Loi is a self-professed fragrance lover too, owning more than 15 bottles of perfume! "Fragrances are relaxing and a form of therapy," she said.

With such an extensive collection of perfumes, Loi has no preference for any particular fragrance but tends to pick scents based on her mood.

"Emotion is very important in fragrance. Once a person has acquired a fragrance, the scent tends to make them feel more confident and happy. Fragrances should be indulged and used lavishly.

"To feel the entire effect of a fragrance, users should apply fragrance at the sides of the neck, on the wrists and behind the knees to feel the entire effect.

"You must fall in love with a fragrance to really feel and appreciate a scent. Scents remind you of the good times, brings people together, and that is what's real. The scent of a fragrance always remains with a person. "We want customers to enjoy that same feeling each time they apply a fragrance," she said

Commenting on the judging process, Loi said that the company had always valued consumers' opinions and tastes, and this is why votes from the public would play a significant part in determining the winners.

"If diamonds are a girl's best friend, so are fragrances," Loi said with a smile, clearly passionate about her work.

Shoppers may cast their votes at any Sa Sa outlet nationwide or through CloveTwo.com until Oct 4. Upon submission of voting forms, shoppers will receive an instant rebate voucher of RM20 to purchase the nominated fragrances and every purchase made during the period serves as an entry to win the grand prize of a 1.31 carat GIA-Certified Excellent Cut Diamond as well as perfumes and gift certificates. For more information simply log on here

Sa Sa will donate RM1 for every bottle of fragrance sold during the campaign period to the Breast Cancer Welfare Association.