Apra International LLC Wins 2010 WWD Beauty Biz Award

NEW YORK, Dec. 9, 2010 /PRNewswire/ -- Apra International LLC, who created the first fragrance by Platinum Recording Artist Jordin Sparks, "Because of You", was presented with the 2010 WWD Beauty Biz Award for "Best Executed Launch Strategy" in the Mass Fragrance category. The award was announced today at the WWD Beauty Biz Awards breakfast at the Four Seasons Restaurant in New York City where industry elite gathered to honor the most innovative beauty products of 2010.

Apra, a leading fragrance company known for creating high-quality, affordably priced celebrity/designer scents, was recognized for its bold launch strategy in creating an inexpensive, yet premium celebrity fragrance and for partnering with a fresh, fast-fashion accessories chain. The initial launch strategy which began this past October was executed by 5W Public Relations and included personal appearances by Jordin Sparks for media and consumer orientated events to highlight Jordin's accessibility factor.

"We are honored to receive this award for the launch of our first celebrity fragrance endeavor and thank Jordin Sparks for making this amazing partnership possible", says Ezriel Polatsek, CEO of Apra. "From the start, Jordin shared our vision of creating an affordable yet fun, high-quality fragrance that appeals to all ages."

According to WWD Beauty Biz Magazine, Apra and Jordin Sparks fully succeeded in their goal of creating an affordable fragrance, making it well within reach of most consumers, particularly Sparks' younger fan base. Apra's innovative thinking in regards to distribution proved successful, first launching exclusively at Dots national retail stores and is expected to be in 25,000 mass market doors by 2011.

Often called "the fashion bible," Women's Wear Daily serves as the voice of authority, international newswire and agent of change for the fashion, beauty and retail industries. Their readership includes retailers, designers, manufacturers, marketers, financiers, Wall Street analysts, international moguls, media executives, ad agencies, socialites and trend makers.

About Apra International LLC

Apra is a leading fragrance company known for creating high-quality, affordably priced celebrity/designer fragrances. By introducing up and coming celebrity fragrances at affordable prices, Apra plans to carve out a piece of mass market fragrance sales by giving its consumer base something that the other leading market fragrance companies cannot offer due to their competitor's inefficient cost structure.

About 5W Public Relations

5W Public Relations (www.5wpr.com) is a full-service public relations firm known for implementing cutting-edge, customized media programs designed to impact our clients' specific business goals and objectives. 5WPR's energetic, fast-paced, and focused culture earned the firm a spot on the INC. 500 list and the title of "fastest-growing agency" three years in a row. One of the 15 largest independent PR firms in the US, the agency maintains practice areas in consumer, technology, health and wellness, entertainment, lifestyle, fashion, and corporate communications. Our growth and recognition stem from a focused, smart, and creative staff that expertly communicates client messages to impact ROI. Our committed team has the understanding and ability to harness the newest tools in a rapidly changing media landscape. This 24/7 approach to the media led the industry's foremost trade magazine to describe 5WPR as "aggressive in a way that clearly resonates with clients looking for a firm staffed with type A-plus personalities, a BS-free approach, and results from Day One."

SOURCE Apra International LLC