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:
http://www.wwd.com/eyescoop/jordin-on-jordin-sparks-discusses-tattoos-fragrance-and-more-3331591 http://www.wwd.com/eyescoop/jordin-on-jordin-sparks-discusses” href=”http://www.wwd.com/eyescoop/jordin-on-jordin-sparks-discusses-tattoos-fragrance-and-more-3331591″>http://www.wwd.com/eyescoop/jordin-on-jordin-sparks-discusses-tattoos-fragrance-and-more-3331591
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 www.jordinsparksbeauty.com)