IMAN Cosmetics launched its new Femme Fatale collection with a New York event aimed exclusively at beauty bloggers.

To create optimal social media impact, the #IMANFemmeFatale event, held on January 29, featured selfie stations, live streaming, makeovers and demos.

Over 35 bloggers attended representing Asian, African American, Caribbean, Hispanic and Indian audiences, including OmaBelle, RocioLaura, TiarraMonet, JessicaSmalls, LovelyAnneka, CindyDiaz and DivaMakeupQueen, along with approximately 20 virtual bloggers by live stream from London, Philadelphia, LA, Miami, Atlanta, Phoenix, Chicago, St. Louis, Houston and Tampa. The hashtag #IMANFemmeFatale trended on Twitter and Instagram during the evening.

IMAN Cosmetics’ General Manager, Desiree Reid, commented, “There is no more exciting way to celebrate this bold new Collection launch than with the voices of the beauty industry, bloggers, who are a critical part of our marketing strategy.”

The event was organised by New York-based marketing consultancy, Omerge Alliances. Olivia Scott, Principal Consultant, said, “In a heavily competitive industry, beauty customers are overwhelmed by choice. Bloggers are key in helping consumers discern. Celebrating their role in the beauty world with exclusive brand access shows them they are appreciated and often results in brand affinity and evangelism.”

The Collection includes an eye shadow pencil in six shades and two paraben-free mascaras. It is available now at Drugstore, Target, Walgreens and select Walgreens/Duane Reade stores.