As we celebrate 20 years of Beardwood&Co., I'm struck by how some of our earliest projects foresaw big market shifts to come. In 2005, we worked with Lisa Reynolds at Procter & Gamble on brand positioning for IMAN Cosmetics, Inc.
Iman launched IMAN Cosmetics, Inc. in 1994, 25 years ahead of Fenty Beauty by Rihanna. In 2004, P&G signed on to distribute Iman and needed to explain to retailers why they should stock two brands for WOC - P&G's Cover Girl Queen (with Queen Latifah) and Iman 👀 😱
We heard the frustrations of WOC in finding cosmetics to achieve the fresh, natural glowing look they wanted, evoking strong, sexy confidence ✨
WOC have enormous respect for Iman, seeing her as:
1️⃣ A Supermodel from Africa who broke conventional beauty boundaries
2️⃣ Successful Role Model, Married to David Bowie, Mother, Business Woman
3️⃣ Elegant, Flawless, Sophisticated, Classy, Empowering
We heard that they loved iconic imagery of Iman, but found lighter, more glowy make-up looks more relevant. And when Iman was not in the imagery, her essence comes through with models who exude regal elegance and strength.
It's incredibly impressive that Iman remains a powerful leader in the cosmetics space today, not to mention a full line of clothing and jewelry on HSN. Fenty Beauty by Rihanna tapped into many of these same insights and same benefits to become today's most successful celebrity beauty brand, with a deep commitment to diversity and inclusivity.
In reality, it often takes a few pathbreaking entrepreneurial brands addressing unmet needs before one of them truly breaks out and seen as the category transformer.
Where else have you seen a similar story?
