5WPR Named one of Beauty Store Business Magazine’s Picks as Top Marketers


It’s no small thing to be chosen for this honor, only five companies made the list and of those five, two of them provide marketing in-house … Birchbox and Dollar Shave Club. You’d almost have to be living in a cave if you haven’t heard the beauty marketing campaigns that have been going on with those two companies over the last year or so.

But less public is the New York-based PR firm 5WPR, which specializes in various areas of public relations, but their beauty division represents brands in areas such as fragrance, cosmetics, skin, hair, oral, and spa clients. They are ranked by O’Dwyer’s as among the top 20 independent PR firms in the US by 2016 revenue. Also, they were listed as finalists for Holmes Gold Sabre Award (Digital and social media influencer marketing for their makeup and skincare client Jane Iredale) as well as for PR News Agency Elite Awards in the category for Consumer Marketing (Jane Iredale) and the category for Marketing to Women rebranding FullBeauty Brands.

Earlier in 2017, they worked with It’s a 10 Haircare to develop the campaign and commercial showing during the Super Bowl receiving 43 Million plus social media impressions with more than 1 million from YouTube views of the commercial. An SVP at 5WPR spoke about the efforts in that campaign, saying: “Our campaign also resulted in Adweek ranking the commercial No. 2 on its list of Best Super Bowl Ads. This multifaceted approach is a great example of how our PR and social media teams can really amplify effort in tandem.”

5WPR in speaking about PR and social trends moving more toward beauty and fashion, said: “We are executing more and more fully integrated PR and digital programs for our client partners, taking a 360-degree approach to PR, social media, branding and digital marketing for brands within the beauty and grooming space. We’re also seeing new types of clients in our beauty and grooming practice as more and more men’s skincare brands start focusing on consumer marketing.”

For those wanting to market beauty products, brands, and lines, recommends that a deep understanding of both the target audience and your capabilities is necessary to create a successful campaign. That includes knowing where your customers will be at different times as well as what will most likely catch their fancy.

Additional tips offered by experts include making the most of your team and creating an atmosphere that brings out the best in people as they work together. Also, never forget the power of video. It’s probably the most effective way of marketing currently, but know what is working currently, not what was doing so last year.

Ronn Torossian

Ronn Torossian is the Founder and Chairman of 5WPR, one of the largest independently-owned PR firms in the United States. With over 25 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 275 professionals. 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, a 2020 Top Crisis Communications Professional by Business Insider, and a recipient of Crain’s New York 2021 Most Notable in Marketing & PR. 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, is a contributing columnist for Forbes and the New York Observer, 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. A NYC native, Torossian is a member of Young Presidents Organization (YPO), and active in numerous charities.

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