Lime Crime, a cruelty-free cosmetics company, recently announced its expansion into the China market. The company took an aggressive approach, partnering with Revolve to supply products.
Because Lime Crime is a vegan brand, it had to find a way around China’s animal testing policy. The Chinese government insists that cosmetics companies test products on animals before selling them in China. To maintain its integrity, Lime Crime looked for other ways to expand into the Chinese market. According to Lime Crime’s General Manager, Kim Walls, “Looking at China, one of the things I knew based on prior experience is that we couldn’t sell in any of the ways that I knew how to sell.”
In addition to the animal testing mandate, the company had to explore ways to handle logistics and respond to foreign language inquiries. To solve this problem, Lime Crime teamed up with Revolve, an e-commerce company based in Los Angeles. While Revolve was planning to expand is beauty platform, Lime Crime was searching for new avenues to sell its products. The move was a perfect fit, helping Lime Crime maximize its impact on the beauty industry.
Instead of relying on the usual influencers to get the word out, Lime Crime used a different strategy. This time, LimeCrime harnessed power from another group of beauty mavens. Walls said, “For us, it’s most critical to have someone speaking on our behalf, or actually generating content with our product that looks like it would fit with our brand.” Additionally, the company created a targeted campaign via of its social feed and website, encouraging customers to check out Revolve’s e-platform.
The response has been spectacular. Lime Crime gained a wider audience and cemented its relationship with current customers.