Lime Crime is a popular e-commerce makeup line that has gained worldwide attention because of their commitment to producing only vegan products. Doe Deere is the founder of Lime Crime Cosmetics and strongly echoes the same commitment to producing only the highest quality vegan based products. The makeup line include vegan and cruelty free lipsticks, eye shadows, and more. The cosmetic line is known for their very bold and dramatic colors that allow any individual to wear them with pride and express their own unique individuality.
Lime Crime’s Commitment To Vegan & Cruelty Free
Doe Deere is the founder of the popular makeup line. Doe Deere is a very unique founder and CEO that really takes a great interest in her product line. Even from the beginning, Deere was involved with making sure that only vegan and cruelty free ingredients were added to their product’s formula. At that time, back in 2010 few cosmetic companies were that passionate about vegan and cruelty free products, but Doe Deere was from the start. Later on, Deere made the decision to remove the beeswax from her products and replace it with a synthetic blend. Thus, making the makeup line fully vegan. Doe Deere continues to closely monitor the formulations and the ingredients in her line of products. This is the best way to make sure that the products remain true to her commitment to vegan based products.
Continued Commitment To Vegan Products
Certainly, if you take a look at the ingredients in a number of the most popular cosmetics, you will quickly discover that they are not vegan. Lime Crime and Doe Deere certify that all their products are completely vegan. In fact, all their products are certified by PETA. PETA or People for the Ethical Treatment of Animals is an animal rights organization that is working to put an end to animal experimentation and using animal ingredients in products. Clearly, “Vegan and Cruelty Free Makeup” is the only type of makeup that you will find on Lime Crime’s website.
The cosmetic giant, Lime Crime, has developed a approach to its China launch as an answer to the unprecedented dynamic that the brand faced in that county.
Lime Crime’s General Manager, Kim Walls, addressed this topic at the National Retail Federations Shop.org industry conference recently in California. She spoke about the need for changes in the company’s sales strategy, which can be found in WARC’s report: Lime Crime’s Formula for Entering the Chinese Market.
A mandate issue that presented a problem was the requirement that all wholesale cosmetics be tested on animals. Since Lime Crime is a vegan brand, the only way it can avoid this requirement is to ship its products directly from the US. However, this would result in difficult transportation logistics that involve taxes and duties, as well as the management of international returns and customer concerns in a foreign language. Counterfeits further complicate the issue.
The company’s solution during the China launch was to align itself with Revolve, a California-based e-commerce fashion that is expanding into the beauty industry. Walls reported that Revolve stood out as a company that was serving a similar demographic from a similar point of view.
During Lime Crime’s official launch in China, potential customers who visited their social feeds were encouraged to visit Revolve’s ecommerce location. This was a unified effort to inform the market that Revolve was the exclusive source of genuine Lime Crime products in the country. The company’s ecommerce hub could also be accessed during commute time, which was two hours prior to the official launch. This move helped spread word of mouth marketing.
LimeCrime switched its focus from first tier category influencers, favoring instead, a slightly less known demographic that expressed true passion for the brand. Walls stated that it was critical to have someone speaking on behalf of Lime Crime, or who actually generated content with the product that appears to be a good fit for the brand. She went on to note that this is not the first-tier influencer, due to the fact that this demographic is its own brand.