Business is a cutthroat place, and the beauty industry is especially ferocious. Leaders must be innovators as well as trendsetters. Beauty industry entrepreneurs must be approachable and engaged while simultaneously fixing mistakes and shouldering tough burdens. This quiet strength and indomitable spirit perfectly describes Lime Crime founder, Doe Deere.
Since 2008, Deere has poured her entire life into every aspect of her business from concept and marketing to packaging.
She relates that the secret to succeeding in any is finding gaps or niches in the market and filling them. This practice has led Lime Crime and the rest of Deere’s brand to be labeled as a cult success. This simply means that Lime Crime does something unique, and it does it very well.
Lime Crime is a vegan-friendly, completely cruelty-free brand. This is rare in the cosmetics industry as products can contain animal products and be tested on animals before testing on humans. But Deere stresses that cruelty-free and vegan are important parts of their overall brand (the trust a customer feels for a company as represented by the customer’s connotations of the company). Deere’s brand also includes animal-related charity work.
Deere also employs some very modern marketing techniques as important parts of her brand: social media, especially Instagram.
Social media allows Lime Crime to interact personally with customers, sharing excitement about new ideas or events, troubleshoot existing products, and gain valuable feedback to tailor their business directly to their customer’s needs. Lime Crime’s success is due, at least in part, to social media (the other parts are a quality product and a strong leader).
Doe Deere loves colour, how it makes the wearer stand out, and how it lets us explore ourselves and humanity as a group. In 2018, Deere is focusing on exploring shades of purple, unicorns, and all things glitter.
This penchant for standing out is reflected in Lime Crime’s social media which increased their followers and profits, in their products, and in their packaging. Hours of design, debate, and work go into creating the perfect packaging to help each product shine. The brand is very focused on celebrating individuality and teaching each generation that conformity is not necessary.
In fact, Deere has some advice to those who want to start experimenting with colour and expressing their individuality: wear color at home so you get used to it, and embrace the bold. Learn more: https://www.linkedin.com/in/doedeere