Iman Cosmetics is expanding its market reach to South Asian women with its sponsorship of the 2014 New York Indian Film Festival.

The company, founded by supermodel Iman in 1994, said its sponsorship and accompanying promotional events were "designed to elevate Iman Cosmetics' brand awareness and position specifically with South Asian women" in the United States, Britain and other parts of the world.

"With its market positioning as the world's foremost multicultural beauty brand for all women with skin of color, Iman Cosmetics is engaging with the audience around their culture's passion point, film," the company said.

The Manhattan-based film festival, taking place May 5 through 10 at Village East Cinemas, will celebrate 100 years of Bollywood. The festival will show 34 screenings, with Iman Cosmetics presenting an exclusive screening of three Bollywood films -- Mrs. Scooter, My Dear Americans and Afternoon-- on May 9.

As part of the promotion, the cosmetics company is offering 10 pairs of free tickets to attend the May 9 screening via its "Bollywood Beautiful" sweepstakes running through May 6. The company also will offer Bollywood Eyes mini-makeovers for each attendee to their screening.

"We are in awe of the incredible beauty of South Asian women and are thrilled to celebrate 100 Years of Bollywood with them through our partnership with the 2014 New York Indian Film Festival, and look forward to building deeper relationships in the community for years to come," Iman Cosmetics General Manager Desiree Reid said in a statement.

"Given the theatrical makeup of women in Bollywood, having a beauty partner for the Film Festival was a natural fit," said NYIFF President and Executive Director Aroon Shivdasani. "And having a global industry leader such as Iman Cosmetics will help us deliver a unique film festival experience."