IMAN Cosmetics Helps Women Around the World Find Their Match

November 4, 2013

Executive Summary

Launched in 1994, the IMAN brand philosophy held that women with skin of color represented many races, cultures, and ethnicities. Multiculturalism is part of the company’s DNA, and its products are designed for African-American, Asian, Latina, and other multicultural women with skin tones in a myriad of shades. Desiree Reid, general manager and senior vice president, brand development at IMAN Cosmetics, discussed how the brand has navigated the domestic and international multicultural markets, the insights used to connect with consumers, and highlights of the company’s recent successful launch of the IMAN BB Cream.

View video highlight below.


“IMAN Cosmetics Helps Women Around the World Find Their Match.” Desiree Reid, General Manager and Senior Vice President, Brand Development Worldwide at IMAN Cosmetics. ANA Multicultural Marketing & Diversity Conference, 11/04/13.

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