Beauty PR WWd

Am very proud that our client, APRA International (A division of Preferred Fragrance),was presented with the 2010 WWD Beauty Biz Award for “Best Executed Launch Strategy” in the Mass Fragrance category for the company’s fragrance by Platinum Recording Artist Jordin Sparks, “Because of You”. The launch and campaign was strategized and executed by our Public Relations team, and really the ideal award to show the difference between our beauty PR firm and others.

The winners of awards at this event are usually huge brands, and the 3 immediate preceding awards at the event held this week at the Four Seasons Restaurant in New York City were won by Revlon, L’oreal and Pantene. This perfume was our clients 1st ever celebrity perfume, and winning awards is a lot easier with huge budgets and major brands. Much harder when we are working with our client who has a limited budget, questioning every penny spent as they are a small $40 Million privately owned business.

For the past 6 months or so my team, together with our client, planned the launch of Jordin Sparks fragrance. We collaborated pre launch on all aspects of the brand strategy, and at launch Sparks’ perfectly described messaging:

“When I was starting this project, I really wanted it to be affordable. I looked at some other celebrity fragrances, and they were like $80. Even now, I look at a fragrance that’s $80, and I can’t bring myself to spend that much. In this economy especially, my fans deserve a high quality, reasonably priced scent.”

The award recognized the innovative marketing strategy, which encompassed a multi-tiered consumer engagement program combining media, social & viral campaigns, editorial events and several executions leveraging Apra International’s main retail partner, Dots and celebrity spokesperson, Jordin Sparks.

Don’t want to give away too many secrets, but some of the amazing media coverage included:” href=”″>

The fragrance sales have exceeded expectations of even the demanding entrepreneurial owners of Preferred Fragrance. Thank you and hats off to our valued clients, at APRA/Preferred: Ezriel Polatsek and Herman Friedman and the others there and also of course to my amazing and uber talented beauty PR team.

Am simply so proud and happy. Celebrate success and great work. (And go buy product at


Ronn Torossian is the Founder, President and CEO of New York-based 5W Public Relations. He has overseen the company's rapid growth and expansion to the Inc. 500 list, as well as provided counsel to hundreds of companies, including members of the Fortune 500, Inc. 500 and Forbes 400. His work spans global interests, corporate entities, high-profile individuals, regional business entities, government agencies and academic institutions - both on routine public relations matters and extremely sensitive issues. One of the foremost public relations experts in the U.S., Torossian is known for his aggressive, results-focused orientation, as well as his close working relationships with members of the media, influencers, decision makers, politicians and celebrities. At 5W Public Relations, Torossian's client experience has included programs for Coca-Cola, Microsoft, Anheuser-Busch, Barnes & Noble, Cantor Fitzgerald, IHOP, McDonald's, Evian, EDS, VeriSign, XM Radio, Seagram's, The Loews Regency, Bad Boy Worldwide Entertainment, Marriott Hotels, Vail Resorts, Pamela Anderson, Snoop Dogg, the Government of Israel, and others. Referred to by The New York Post as a "publicity guru," by Fox News as a "high-powered PR CEO," by Tyra Banks as a "crisis management guru," and by CNN as "a leading PR expert," Torossian is regularly featured in and quoted by the media, including by CNN, Fox News Channel, MSNBC, NBC, The New York Times, and others. CBS National News said "Ronn Torossian knows spin," and a New York Times feature story on Torossian referred to him as "The consummate hard-driving, scrappy NY publicist." Earlier in his career, Torossian was a Vice President/Group Director for one of The InterPublic Group's (IPG) largest PR agencies, where he was responsible for significant client growth and successful client programs, including work for Clinique, Fox News Channel, DHL, Hard Rock Café and others. A resident of Manhattan’s Upper West Side, Torossian was named to the Advertising Age "40 Under 40" list, PR Week's "40 Under 40" List, is a regular lecturer at universities and conferences, a member of Young Presidents Organization (YPO) and a board member of numerous non-profit organizations.