Lime Crime’s formula for entering the Chinese market

Reed Karaim

This event report looks at the challenges Lime Crime, a cosmetics company, faced in bringing its brand to China.

"Looking at China, one of the things I knew based on prior experience is that we couldn't sell in any of the ways that I knew how to sell," Kim Walls, Global General Manager for Lime Crime, the cosmetics company, reported at the National Retail Federation's (NRF) Shop.org Conference in Los Angeles.

But Lime Crime, an eight-year-old firm that specializes in bright, youthful makeup, also knew there was a market for its products in China because of a problem it faced in the world's most populous nation.

"We found out that we had over a million units of our [lip...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands