When a company like Lime Crime surfaced there was a lot riding on this. People thought that a digital marketing platform would be a difficult move for a cosmetics company. Doe Deere, however, was always sure that there was a much greater need for this digital platform. She took the lead and added her Russia and New York upbringing in the mix before she moved out to California to market this. It would be a different brand for sure, and the cruelty free Unicorn makeup brand would take off in an unpredictable way. It became the talk of many circles for the young consumers that were part of Generation Z. This would become the type of company that would get so much attention that forces outside of America would take interest in it.
The recent acquisition by Tengram Capital Partners shows that Lime Crime has a great amount of untapped potential. When a business creates this type of buzz there is a lot of room for growth, but there are new opportunities that also exist off line. There is what Tengram will able to tap into. That is also something that Doe Deere will be able to benefit from with Lime Crime. She will be able to see her company reach new a totally different audience because of this connection to the United Kingdom.
There are a lot of products that are involved in this brand, and that is what makes it one of the better brands on the market. There are a ton of people that are going to be able to benefit from this increased exposure. Girls in the United Kingdom that inspire to see something different with be interested in the zany colors from the Doe Deere brand. They will be thrilled by this cosmetics industry shakeup.