Lime Crime makeup is a cosmetic brand that is vegan and covers all colors of the rainbow. They offer eyeshadows, lipsticks, and even hair color. All of which are brightly tinted and sparkled to perfection. This highly popular brand has recently decided to become available in China. The brand has created a unique approach to the launching of products in China. This is due to distinct dynamics they were facing in the country.
The Global General Manager of LimeCrime, Kim Walls, conversed the topic in Los Angeles at the National Retail Federation’s shop.org conference. She noted that they would not be able to sell as they typically would. One particular reason is that the brand is vegan and does not test on animals.
The mandate for China requires that all cosmetics sold through wholesale will provide testing on animals. The only way get around this mandate was to ship from the United States. Unfortunately, this would most definitely result in managing taxes, international returns, transportation logistics, and foreign languages.
There was also the issue of counterfeits. Millions of product were sold in the China marketplace last year as counterfeits. The solution was shortly discovered. The answer would be to become partners with Revolve, an e-commerce fashion platform. For the official roll out, Lime Crime encouraged those arriving at their website to visit Revolves e-commerce services. Current customers could also access this e-commerce hub before launch time. This created the online word of mouth to spread throughout the internet.
In addition to all this, the company also worked with influencers. They chose well-known people that showed passion for the brand. These people spread word of its launch via social marketing. This was different from the typical first-tier influencers usually chosen. The brightly colored and vibrant brand has set foot in China. Now customers can easily find their legitimate products through Revolve.