Most people probably never thought that the marketing techniques in China are different than in most other regions of the world. This includes the cosmetics industry, as discovered by the folks at Lime Crime. Our blog talks about this very subject and how Global General Manager, Kim Walls, dealt with it. Keep reading for details.
In studying China with the idea of marketing Lime Crime’s cosmetics there, Ms. Walls knew she was in for a challenge. For example, it is mandated that ANY company that sells cosmetics in China test them on animals first. Being a vegan brand (meaning that they do not do this at all) she determined the only way around this would be to ship their products directly from the United States. This presented more challenges due to logistics and other problems.
Kim Walls also discovered that there had been more than one million counterfeit units of their products sold in China in the recent past. So, how could Lime Crime overcome all of these obstacles and sell their cosmetic line in China? They came up with an answer. It was to partner with an e-commerce California-based company called Revolve. In this way, the make-up icon could legally sell in China without compromising their strict standards.
In order to make this venture succeed, LC built a seed audience and let all interested people now that Revolve was the only real legitimate source of their merchandise anywhere in the country. In other words, market, market, market!!! Another critical factor was that LC worked with a host of influential persons over there. These were people whom the Chinese folks trusted and listened to. The idea was that, if the influencers trusted Revolve cosmetic products, the citizens could too.
So, did this strategy work for the mega-giant make-up company? You judge for yourself. Look it up in your Internet search engine. Look for Lime Crime cosmetics forays into the Chinese market and see what you come up with. Keep in mind that, over there, the company name to search for is Revolve. Find out if your favorite cosmetic company is now successful in China.