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 beauty 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:

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.

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

Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.