“I am unique, athletic, passionate, stylish, powerful, complex and feminine.” This was the message at the i/m brand’s launch at the Helen Mills Theatre on November 7 in New York City. The i/m creative team welcomed editors to sample the products and hear from spokeswomen representing the brand. Olympic swimmer and mother Dara Torres and country music singer and yoga enthusiast Julie Roberts gave their seal of approval to the diverse line. In November, i/m launched two of its three collections: i/m beauty and i/m active, which were created to provide new technology, comfort and design in beauty tools and active performance accessories.
The beauty system was designed to simplify a woman’s daily beauty routine into three steps, using brushes that feature ceramic and tourmaline barrels that address style and hair type. The accessories and styling product line was created by Industrie, which manufactures styling tools for salons. The products were created with form and function in mind.