IMAN hits the sweet spot in multicultural marketing

This event report discusses how IMAN, the beauty brand targeted at multicultural consumers, has tapped into the rising affluence, digital savvy and comparative youth of its core audience.

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...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands