IMAN hits the sweet spot in multicultural marketing
Stephen WhitesideWarc
When IMAN began to market what it describes as "the first cosmetics and skincare collection designed for all women with skin of colour" in the early 1990s, Iman – the brand's eponymous founder – had just come off a stellar 14-year modelling career, and was two years into her marriage with rock icon David Bowie.
Twenty years after that launch, IMAN – the brand – has found the sweet spot which intersects the rising affluence, digital savvy and comparative youthfulness of its target audience.
Desiree Reid, IMAN's...