IMAN hits the sweet spot in multicultural marketing

Stephen Whiteside

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 gm and svp/brand development worldwide, described the firm's core clientele to delegates at the 2013 Association of National Advertisers (ANA) Multicultural Marketing & Diversity Conference: "She is passionate; beautiful; worldly; educated; with buying power and influence. Although she resides in her own homeland, she lives all over the world.