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First Film Partnership for IMAN Cosmetics

The global beauty company is the official cosmetics partner for this film.

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By: Jamie Matusow

Editor-in-Chief

The romantic comedy film, About Last Night, will be released on February 14, 2014, just in time for Valentine’s Day – and IMAN Cosmetics is its official cosmetics partner. This marks the first time the global beauty company is partnering with a film.

The brand’s new Luxury Moisturizing Lipstick Collection. has new colors inspired by the film and its characters. Its available at Walgreens, Wal-Mart and the brand’s website.

The new shades – starting from the top in the photo shown, are: KInky, Flirtatious, Taboo, Scandalous, and Hot.

The film stars Kevin Hart, Michael Ealy, Regina Hall, Joy Bryant, Christopher McDonald and Paula Patton.The integrated marketing campaign will be led by marketing consultancy Omerge Alliances, and aims to raise brand awareness.

Desiree Reid, general manager, IMAN Cosmetics, commented:

“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.”



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