Cosmetics company Lime Crime has adopted a pretty impressive approach to launching the brand in China. The strategy comes in response to the special dynamics that the company had to face when marketing in a new country.
Kim Walls is Lime Crime’s global general manager, and discussed the topic of brand expansion at the National Retail Foundation’s Shop.org event, which was held in Los Angeles.
Walls shared that as she and the team looked at making their presence known in China, she knew from previous experience that they couldn’t go about making sales in a familiar fashion.
One of the challenges the company faced was that makeup products that were sold to China via wholesale had to be tested on animals. This was a problem, since LimeCrime is a vegan company and prides itself on being cruelty-free. The only way this regulation could be avoided is if products were directly shipped from the U.S. However, shipping to customers in China using this method would result in complicated logistics, which means that Lime Crime would have to be responsible for specific duties and taxes. LimeCrime also had to consider the fact that customer inquiries and international returns had to be done by someone who could understand and communicate in Chinese.
Walls also states that Lime Crime had to deal with the issue of people creating counterfeit makeup products and claiming the products were authentic. She says that the company found more than 1 million units of counterfeit lip topper that were sold in several Chinese marketplaces last year.
This led Lime Crime to establish a partnership with Revolve, an e-commercise fashion company based in Los Angeles. The cosmetics company also decided to start working closely with influencers –individuals who are passionate about the brand and will help to maintain the brand’s integrity.
Wells asserts that for LimeCrime, it’s very important to have individuals speaking highly of their products and generating related content that is an ideal fit for the brand.