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