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 & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.