Doe Deere is the Russian born, New York City raised entrepreneur that founded Lime Crime Cosmetics. She started it in 2008 after calls to share the brightly colored make-up she had created to wear while performing as a rock & roll artist. She has used her innovative e-commerce marketing strategies to make the brand an international phenomenon. The company has transformed cosmetics into a means of creative self-expression rather than just a way to hide flaws. Now the company’s products made using vegan ingredients and never tested on animals have a worldwide following.
Lime Crime products go on easily, are smudge-proof and last all day long. Many people use the products for work and play. The success of the brand has given Doe Deere a platform to encourage other women to create their own companies. Inspired by female entrepreneurs before her, Doe Deere now offers advice and support for other women trying to start their own companies. The positive reinforcement she offers is designed to empower her staff and other female entrepreneurs. It has also helped to make people that use her products into a vibrant community.
Deere has been experimenting with wildly colored make-up since she was very young. And through her vision, creativity and hard work people of all ages can now do the same. The company’s nail polishes, eye shadows and lip sticks come in bold, vibrant, intensely-pigmented colors so bright they might be illegal. Working closely with her staff she’s always on the lookout for good new products. When she finds ones that feel authentic she acts quickly and decisively after testing the products herself to ensure authenticity.
A trailblazer in the use of online marketing to promote cosmetics, Deere is excited about the shift to e-commerce from bricks-and-mortar stores because it offers many advantages for consumers. It’s also given rise to many innovative marketing options. Being optimistic, knowing what her brand stands for and what her customers want helps her act with confidence and make good decisions. Being true to herself and following her intuition also helps.
The only change Doe Deere would make is to start her company sooner. She feels being respectful of the people with whom she works and superior customer service have played a major role in Lime Crime’s success. Her boyfriend Mark and, although she disagrees with him politically, reading Donald Trump’s Think Big & Kick Ass, has also helped.
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