Lime Crime is a vegan cosmetics company that launched in China. Kim Walls, the Global General Manager, stated at the National Retail Federation’s Shop.org Conference that she’s been trying to sell in China the way she’s used to but it didn’t work out. There were only two possible ways she could think of that it would have worked. One of the ways she could’ve sold was through Wholesale. Wholesale required the products to be tested on animals but by it being a vegan company, Walls chose not to participate. The only way to avoid animal testing was for the products to be shipped from the United States but shipping from China would require a number of tasks such as finding a way to transport the products, managing taxes, handling returns, and managing customer inquiries which were often in a foreign language.
Walls found out that over a million imitations of their products were being sold in marketplaces in China last year. The solution to the problem was to partner up with Revolve, a fashion company that’s starting to open up a beauty section. Lime Crime encouraged the people in China that participated in its social feeds and people who’ve visited its website to visit Revolve’s site. By doing so, LimeCrime was able to convince people that Revolve is the only company with real working products in the country. Two hours before Revolve’s official launch, it’s fans were able to gain access to many products that were going to be sold after it launches. Fans could not hold down their excitement and eventually, with some help from influencers, it became the talk of China.
Its tactic avoided the people who call themselves experts and only focused on the ones who actually supported the product. In addition to this Wall’s stated that it is better to have someone speak up for the brand on their behalf as long as it isn’t a really big influencing brand because they have their own brand and products to sell. After all that it has been through, it’s products are selling in China and are becoming known.