In an effort to expand, LimeCrime, a makeup company focused on the development of vegan products and animal-free testing, has explored offering their products to global areas of the world, specifically China. However, with expansion, the company ran into a few snags that potentially could compromise their company integrity.
To their dismay, selling their make up products overseas in China would follow a different tactic for the company, including a mandate requiring that all cosmetics sold worldwide be tested on animals.
According to Kim Walls, the company’s Global General Manager, in order to avoid this requirement, they would need to ship their products from the United States, thereby causing more “hoops to jump through” in the form of complex transportation logistics, duties, taxes, handling international returns and language barriers from customers.
Not only that, the company discovered counterfeit replicas of their own product being sold through Chinese marketplaces the previous year.
With all these obstacles hanging in the balance, LimeCrime decided to use a different tactic – partnering with Revolve, the Los Angelas-based e-commerce fashion platform, a company that not only shared the same customers and product integrity perspectives, but was also looking to expand their company globally.
Together, both companies pooled their efforts to create an official company rollout in China, building brand awareness by encouraging potential customers who visited their respective social media platforms to visit Revolve’s e-commerce website.
In addition, they utilized a loyal segment of customers, termed brand influencers, who genuinely used and loved the products as a means to expand their audience and build brand loyalty.
Leveraging these influencers helped Lime Crime give their audience a voice, and this approach in turn, produced user-generated content that served as brand testimonials potential customers could use when making a purchasing decision. Not only that, influencers felt empowered to build their own identities and brands, thereby increasing the validity and staying power of the company in a global environment.