Marketing in Brief: Iman
This article was originally published in The Rose Sheet
Executive Summary
Iman: Hair Relaxer and Color System print ads with the tagline "All you want, all you need," will appear in March through September books including Essence and Sophisticates, Iman Cosmetics said. TV ads under development show models getting their hair styled and walking on runways; the company is also negotiating with networks including BET to run the 30-second spots, Iman Cosmetics said. The all-in-one relaxer and coloring system debuted in mass market doors in January. The "premium-priced" (about $7) system comes in two colors, Cherrywood and Ebonywood. The company's cosmetics products are available in department stores, but Iman said it will continue to introduce hair care and styling products in mass market outlets because women are more likely to purchase hair care products in those places...