IMAN Cosmetics lands first-ever major motion picture partnership

NEW YORK — Multicultural beauty brand IMAN Cosmetics is the official cosmetics partner for “About Last Night” and will launch a new custom-created collection inspired by the film’s theme and characters.

The Luxury Moisturizing Lipstick Collection features five new shades — Hot, Scandalous, Taboo, Flirtatious, and Kinky Pink — that are available at Walgreens and Wal-Mart.

In addition, IMAN Cosmetics is availing exclusive, consumer-targeted, advance film screenings in New York City (in partnership with HelloBeautiful.com on Feb. 3) and Chicago (in partnership with Walgreens on Feb. 12), running print and digital ads in national media outlets, and executing a sweepstakes that includes a chance to win an all-expense paid trip to the film's red carpet premiere in Los Angeles. Omerge Alliances is leading the marketing campaign.

The U.S. theatrical release of romantic comedy “About Last Night” is Valentine's Day. The film stars Kevin Hart, Michael Ealy, Regina Hall, Joy Bryant, Christopher McDonald and Paula Patton.

"Utilizing entertainment properties like ‘About Last Night’ is a part of our marketing strategy to engage our consumers organically by offering relevant value beyond our products. This film was a great foray into this space because it celebrates what our fans appreciate: life, dating, and being beautiful. Omerge Alliances presented us with this opportunity to engage our fans with a relevant promotional campaign and we look forward to more entertainment integration opportunities in television, film and music appealing to women with skin of color globally," stated IMAN Cosmetics general manager Desiree Reid.
 

 

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