The success of Lime Crime in the USA has allowed it to explore possibilities in bringing their products to China. In a recently held National Retail Federation’s (NRF) Conference in Los Angeles, the company talked about the challenges and possibilities they face as they move their brand to a global scale.
According to Kim Walls, the Global Manager for Lime Crime, there are many things they knew needed to be done in order to expand their profit to China.
Lime Crime in China
- Testing on animals
One of the cornerstones of Lime Crime products is its vegan nature, meaning none of it’s products were tested on animals. However, the ruling on Chinese-manufactured products is that all wholesale items must be tested on animals before mass consumption. Still holding firm to their principles, this initially posed a problem for Lime Crime. Thankfully, they found a way to solve this problem.
- Improving on shipping and other transportation logistics
The way for Lime Crime to avoid testing on animals is to ship it directly from the US. This means that products are still US-made, and some shipping and logistical factors have to be considered. Lime Crime needs to deliberate which items can be shipped, how much cost is needed to be covered before setting a final price for retail, among many other things.
- Partnering with E-commerce websites
Another solution to help Lime Crime find its way to Chinese consumers is through e-commerce websites. Recently, it partnered with a website called Revolve, who recently included beauty products in its arsenal of available items for sale. Chinese consumers can purchase Lime Crime products through Revolve’s platform. Marketing specialists of Lime Crime point potential customers from China into Revolve’s e-commerce website. They hope to add more e-commerce websites that can support their product as well.
- Working with influencers
Lime Crime also started working with influencers to help increase awareness of their brand not just in China, but globally. These beauty influencers can promote Lime Crime products to their audiences.
Kim Walls believes that a combined approach on traditional and innovative business strategies will help Lime Crime reach more beauty enthusiasts in a global scale.
Find out more about Lime Crime: https://www.popsugar.com/beauty/Lime-Crime-Unicorn-Hair-Semi-Permanent-Hair-Color-43367476