Case Study Of Iman Cosmetics

1133 Words 5 Pages
Cosmetics very quickly became known as the brand that filled the gap for women of colour. The strategy of the company first of all starts with the marketing game plan. Iman believes that first and foremost the marketing team has to be ethnically diverse and if it is then they will be able to strike a resounding chord with the different ethnic groups they are targeting. Next the marketing team is told to spend a lot of time on the streets and talk to real people about their beauty issues. This sort of direct communication is essential for the company. They actually hire people from local communities to conduct on street interviews and presentations. Because they are specifically targeting ethnic minorities knowledge of cultural issues is paramount …show more content…
Iman has said that this move was beneficial for her as it has given her more time to focus on product development and market expansion. Because Iman Cosmetics knows and identifies strongly with its customers the feeling is reciprocated. Black and Asian consumers trust Iman Cosmetics more than they trust a brand like Dior or L’Oreal. Iman has said that for her company being a jack of many trades doesn’t make sense and she is very happy with just targeting this particular segment. In April 2014 Iman Cosmetics was the sponsor of the New York Indian Movie Festival. The company presented private screenings of Indian films and offered free beauty makeovers and advice to attendees. The goal was to establish wider bonds with the local community. This strategy has upgraded the brand awareness of the company amongst local Indian …show more content…
Obtaining feedback (often in real time) and then coming up with appropriate answers to that feedback is an essential touchstone for a profitable strategy focused on content marketing. L’Oreal wants to be perceived as the most approachable beauty brand. A proper insight into the content’s success is gauged by do it yourself videos, how to videos, feedback to viewer questions and comments, spent time on page etc. The basic strategy is to set up a positioning at all major events (Fashion Week, Project Runway) which leaves absolutely no doubt in anyone’s minds that they are the best beauty brand in the

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