• by Larissa Faw , January 21, 2014

Multicultural beauty brand Iman Cosmetics and integrated marketing consultancy Omerge Alliances have launched a multi-faceted campaign tied to Sony Pictures' “About Last Night,” which is scheduled to debut in theaters Feb. 14.

The campaign, titled, “Make Every Night Unforgettable,” is the first movie partnership deal for Iman Cosmetics. Digital and print ads appearing in Hype Hair, Juicy magazine, and Today's Black Woman will support the movie tie-in.

"Iman chose to align with this particular movie because they wanted to highlight beauty, and the process and occasions for women getting 'beautified,'" says Olivia Scott-Perkins, Founder and Principal, Omerge Alliances.

“The film is about dating, in which the leading ladies are getting dressed up as they want to look their most attractive for the guys in pursuit of them,” added Scott-Perkins. Iman Cosmetics serves as the movie's official cosmetics partner and is introducing five new lipstick shades inspired by the film.

"The theme we created for Iman's campaign works because it allowed the brand to showcase the new, ‘About Last Night’-themed line of lipsticks and lip pencils, in a way that shows how the products could be used by consumers," says Scott-Perkins. 

Iman Cosmetics is also hosting two advance screenings of the film: one in partnership with HelloBeautiful.com in New York City on Feb. 3 and the other in partnership with Walgreens in Chicago on Feb. 12. An online sweepstakes through Jan. 26 awards one winner a trip to Los Angeles to attend the film's Los Angeles premiere.