Lime Crime Gets Past its Roadblocks

Lime Crime, the well-known cosmetics company, has recently come up with a new approach to launching its product line in China. The Global General Manager for the company, Kim Walls, talked about the issue in depth at the NRF Conference recently.

According to Kim, it was difficult for the company to sell to China because they were not able to sell in the ways that they were used to selling. One of the main issues was that their cosmetics could only be sold wholesale if they were tested on animals. This was an issue because the vegan company proudly does not test on animals and that is one of the reasons so many people love the brand. Not testing on animals is really a part of their notable brand. They are a pet-friendly brand and is not willing to test on animals no matter what. They could only avoid that issue if they shipped directly from the United States.

Shipping to China directly from the United States would cause complicated transportation issues such as having to deal with taxes and duties as well as having to deal with international returns and customer inquiries in Chinese.

Issues such as counterfeits were also emerging. Over 1 million units of the brand’s lip products were found to be counterfeit and sold in Chinese marketplaces in just the past year alone.

The solution that the company came up with was to partner with Revolve, an e-commerce fashion platform out of Los Angeles. This helped the company to really stand out. Lime Crime also created a “seed audience” in China that was used to engage people through social media.

Fans could access the new e-commerce hub which prompted the word to spread about the brand before the official launch. Lime Crime also used influencers to help the brand to get noticed.

These “influencers” were their passionate fans who helped, but it also helped to avoid the “first tier” mavens of lesser influencing people. These little moves that the company has adapted has helped the company to overcome some drawbacks in order to move forward.

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