Limecrime Case Study

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Doe Deere believes that women should live unapologetically. That’s why she created the make-up line, LimeCrime. Deer introduced “limecrime” on eBay in 2004 as a way to gain exposure for her DIY fashion line. The clothes she designed were bright and colorful but finding makeup to match the clothing was no easy task. Ultimately, she launched Lime Crime in 2008 creating unique colorful makeup with names like unicorn lipstick, carousel gloss and zodiac glitter. Recently, Lime Crime added a new category to its collection called Velvetines—a liquid matte lipstick that goes on smooth and stays on the lips. With colors like jinx (witchberry), rave (electric lavender), and black velvet (blackest black) to match the whimsical personalities of women—like

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