Last night, global cosmetics powerhouse, IMAN Cosmetics, revealed its new collection at their first-ever exclusive beauty blogger launch event, Femme Fatale Fete!, at Up & Down in NYC’s Chelsea neighborhood. Recognizing bloggers’ power and influence, the brand honored these beauties with the intimate, internationally themed #IMANFemmeFatale event touting global cuisine, makeovers, live demos, selfie stations and live streaming accessible internationally, produced by Omerge Alliances.
“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.
Over 35 bloggers representing Asian, African American, Caribbean, Hispanic and Indian audiences attended, including Oma Belle, Rocio Laura, Tiarra Monet, Jessica Smalls, Lovely Anneka, Cindy Diaz and Diva Makeup Queen, along with approximately 20 virtual bloggers by live stream from London, Philadelphia, LA, Miami, Atlanta, Phoenix, Chicago, St. Louis, Houston and Tampa, resulting in #IMANFemmeFatale being a top Twitter and Instagram trending beauty topic all evening.
“I experimented with color and learned a five-minute look I can’t wait to try,” says Tiarra Monet, blogger with 400K YouTube subscribers and 36MM views. “I love that the event was intimate and engaging, I learned about the products and met new people,” says Kela Walker of Centric TV.
The Collection presents the new The Perfect Eye Shadow Pencil (MSRP $10), in six bold, seductively rich colors and twist-bottoms, and two paraben-free mascaras (MSRP $10), Volumize for thick provocative lashes with an innovative tapered-end brush and Amplify for bold new lengths with a slim, versatile brush innovation. All new products are available beginning January 2015 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.