Why Lime Crime Founder Doe Deere Chose to Go Digital First

When Doe Deere founded beauty line Lime Crime it was because of a niche gap in the cosmetic market she thought she was one of just a handful that saw. If you haven’t ever seen Doe Deere, she is as bright as she is eccentric in her style. She rocks the brightest and boldest of lip colors, hair colors and overall style that gives her the look of a doll you can change looks out on, rather than an extremely successful female entrepreneur.

 

Doe Deere has always been this way. She says from a young age her life was all about color and brightness. She would act as if every day was dress up day. As she grew older and became more adept with styling and makeup, her look and face became a canvas to express herself. Yet, she struggled to find true quality makeup that delivered the look she wanted and did not look like cheap Halloween paint. Always being an innovator and an entrepreneur (she started her first company in Russia at age 13 selling tattoo stickers), she decided that if she couldn’t find what she wanted, she would just found a company herself.

 

Lime Crime has made many “firsts” of startups beauty brands. For starts, they innovated with their colors and styles being way outside of the mainstream, which at the time was a beauty look that attempted to make women look at bare of makeup as possible with hushed tones. That wasn’t acceptable for Doe Deere, and she brought the world of makeup to a brighter glow with her lines of beauty products. Learn more: http://inspirery.com/doe-deere/

 

Digital Comes First for Doe Deere

Lime Crime was also the first beauty company to show how their bold lipsticks would look on an actual lip. By viewing any color on their website, fans were treated to a real life image of how the shade would look on their lips, rather than simply a swatch of lipstick run over a white background. This simple measure helped sales soar and to encourage women everywhere to try that shade they always thought might be a little “too much,” but they had wanted to try for ages. This concept is still in play today. Lime Crime’s website showcases its Velvetine matte lipstick collection, among others, on a real lifelike lip.

 

Doe Deere was also one of the first beauty entrepreneurs to put her foot down and say that digital is the future, social media is the future, so those two channels will come first. She reached fans through social media platforms and cross channel digital marketing campaigns to find beauty bloggers and your everyday woman who went on to become loyal advocates for Lime Crime, bringing its styles to their followers and beyond. To this day Lime Crime has a dedicated section of its website that shows real fans sporting their everyday Lime Crime looks. This section is called “How You Wear It,” and it is just one of the many ways that Doe Deere helps her fans feel connected to Lime Crime. They feel intertwined with the brand, rather than just the purchasers of one more shade of lipstick.