Free Advertising for Lime Crime

The makeup industry is an intense niche choice to begin with for many entrepreneurs. Most have to invest millions of dollars in order to make it in the industry. Back in 2008, Doe Deere, whose real name is Xenia Vorotova, began a little company called Lime Crime. One thing nobody can deny about the brand: a sensation was born that year.


By 2009, she was a sensation and had created quite the talk in the make-up blogging community. It seems her ability to sell pigments was a popular blogging subject that everyone that knew about make-up, was blogging about extensively.


The main thing that was up for discussion was her amazing over-night success with pigments and the ability to sell them with such good taste. It’s not even a new concept. Pigments have been repackaged for years in the industry. There was just something about the way that Lime Crime packaged it all together. People were starting to take notice.


Then she began to handle certain bloggers that were posting unfavorable things about her in a very professional way. She addressed the problem on point, and did not mince her words about the need to retract negative blog posts about her product. No matter what age the person might be. That made her product line immensely popular in the blog scene. Suddenly everyone was writing about her product line and her personality as well. Nobody could ever3 ask for more attention if they tried than to have a bunch of pre-pubescent and adult beauty bloggers ranting about their products. She was a total hit.


This type of media campaign normally costs millions of dollars to start. All she had to do was be her little old self. It was a stunning scene to watch. People tuned in every day to see what other scandal as things had been written about Lime Crime and the lady that made it all come to be.


Accounts were popping up left and right online just to discuss the pigments that Lime Crime had released. Even though it seemed like they might be haters, the reserve reaction happened. Sales went through the roof. I don’t know about you, but if it was my company, I might just be inclined to feel that it is a good thing to have all of that attention bringing in sales for free.


It is funny how little haters think about the positive effects their hate posts bring to a new niche in any business. In the cosmetic industry, though, this was a goldmine. It was a good thing for Lime Crime.


The last big scandal was over the release of a product called “China Doll.” Haters disliked the lack of cultural sensitivity and the fact that the model is not wearing authentic Chinese clothing. All manner of problems was alluded to. Still, Doe Deere took it all fabulously in stride. After all, the last media blitz had made her a fortune. Why wouldn’t this? Perhaps it was even done on purpose.

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