IMAN Cosmetics recently revealed its latest cosmetics collection exclusively to a select group of bloggers.
The brand showcased the collection at its first-ever exclusive beauty blogger launch event, Femme Fatale Fete!, held at Up & Down in New York. Over 35 bloggers attended the event representing Asian, African American, Caribbean, Hispanic and Indian audiences. Roughly 20 virtual bloggers were present via live stream.
"There is no more exciting way to celebrate this bold new collection launch than with the voices of the beauty industry, bloggers, who are a critical part of our marketing strategy," says IMAN Cosmetics' General Manager Desiree Reid.
The Collection presents the new The Perfect Eye Shadow Pencil (MSRP$10), in six colours and twist-bottoms, and two paraben-free mascaras (MSRP$10), Volumize with a tapered-end brush, and Amplify. All new products are now available at Drugstore.com, Target.com, Walgreens.com and select Walgreens/Duane Reade stores.
"In a heavily competitive industry, beauty customers are overwhelmed by choice. Bloggers are key in helping consumers discern. Celebrating their role in the beauty world with exclusive brand access shows them they are appreciated and often results in brand affinity and evangelism," says Olivia Scott, Omerge Alliances' Principal Consultant.