Kim Walls of Lime Crime – Born to Brand

Want to find out what a fourth-generation entrepreneur and second-generation health and wellness expert have to say regarding everything beauty? Well, don’t miss Patty Schmucker’s guest on RadioAMB today: Kim Walls of Lime Crime cosmetics!
Transcript:
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in beauty welcome to radio a and B
designed for those who want to live a
long and vibrant life I’m patty smoker a
licensed cosmetologist who’s been in the
beauty industry for over 40 years radio
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yesterday I met my guest today for the
first time as we prepared for this
conversation to prepare for our
conversation I personally go out and
research my guests and their brand in
the process of learning about kim walls
and how she was literally born into
building high performance beauty brands
my excitement grew over the opportunity
to share her story with you today in our
feature segment we’ll talk a little bit
about her backstory about being born
into the
business with the groundbreaking father
who pioneered enzyme technology through
his iconic brand epic urine and how this
led to her building and selling her own
brand during our second segment we’ll
learn about the brand that has captured
her attention called Lime Crime and what
it means to be a digital native beauty
brand during our next section we’ll
learn about her personal mission in the
world that includes organizations like
20/20 mom and best ever baby and finally
we’ll wrap up our show today by talking
a little bit about lime crimes current
partners and goals for the future so let
me tell you a little bit about our guest
as a fourth generation entrepreneur and
second generation health and wellness
expert Kim walls global general manager
of lime crime color cosmetics supports
business growth from the ground up
leading core strengths in brand strategy
product development retail expansion and
e-commerce
you’ll learn today how she helped her
father grow epic yeren a luxury
anti-aging skin brand into a
multi-million dollar business and went
on to found and sell a business of her
own including the baby skin care brand
obsessional with an exit inventory and
venture in 2014 her work as a natural
product industry expert has been
featured in publications including WWD
real simple fit pregnancy huffington
post and on-air by CBS Early Show and
Good Morning America but her favorite
honor was being named as one of the nine
wonder women of knit of natural industry
by New Hope media for leadership
levering technology in early stage
brands to help them grow from concept
passed their first million dollars
currently she leads lime crime a very
rapidly growing cosmetic company in
Southern California Kim welcome we’re
delighted to have you with us wow thank
you I’m delighted to be here great so
well we’re just delighted to learn I
mean you literally were born in the
vinda in the industry
tell us a little bit about the backstory
on how all that started well I couldn’t
feel luckier to have been born into such
an incredible industry I’ll say that
much there are certainly other places
people can can learn things young in
their lives but I’m lucky to want to
carry this particular skill instead of
experiences into everything my father
has vitiligo which is a skincare a skin
disease that where you have lacking
you’re lacking pigment in certain areas
of the body and as a as an engineer and
that biochemist he wanted to figure out
how to solve that so he started looking
into various ingredients that were used
on the skin and notice that this one
particular type of enzyme helps with
anti-aging very tremendously and well it
didn’t end up tearing his vitiligo it
did end up creating an anti-aging brand
that worked wonders and so how old were
you when when you launched the brand and
you was with it right around when I was
born okay right about that same time and
I mean my earliest thing some of my
earliest memories are sitting in the
storage units and garages putting
putting labels on round bottles in
particular eye creams and lip balms
you know tiny tiny business right years
ago and you would say you know Kimberly
you are the only person I know who will
get these labels exactly in the middle
it was motivating early motivation and
so so you basically a business that
started in the garage and and tell us
about how it went from that to being a
multi-million dollar business that you
were able to sell yeah you know one door
at a time one person at a time I think
with great brands it it always comes
down to products to see longevity and
the products were truly wonderful and so
it was a really interesting time in the
industry when people there was a great
divide between the medical world and the
skincare world had aestheticians and
doctors and dermatologists ner all doing
very very different things
it was all connected to the skin and so
big part of Epicureans growth was really
bridging the gap between the medical
world and the skincare world it was also
a really interesting time in natural
health I actually spent most of my time
on a farm on a ranch in the summers with
my mother where we literally grew our
own food and you know if you were eating
animals we would kill them ourselves and
thank them before they died Wow
Tanner owned vegetables and it was a 30
acre ranch just out there in the middle
of nowhere at Idaho and then I would
come visit my dad for just under half a
year where we would be in the middle of
Hollywood with all the glamour and all
the celebrities and and the world was
kind of at least the United States was
really just getting introduced to his
natural lifestyle concepts but it was
something that that I had known forever
and so it was a time when we could
introduce natural concepts into healing
and when people were really starting to
be ready for that and when people in
alternative health modalities like
esthetician and chiropractors and
masseuse is that how that whole world
would come together with medicine I mean
really back in that day the types just
to give you an idea of the level of
education that needed to be done
patients people were more even afraid of
telling their doctors that they were
taking vitamins because the doctor
because people of medical communities
about things like basic vitamins were
hooey right and for those we were
started we were seeing you know
contraindications or medications weren’t
working and things like that because
there wasn’t transparency and
communication happening so it just the
cultural context of what was going on
here and the unique proposition of the
epicurean products and how well they
worked and the passion with which my dad
and my family was really committed to
sharing better health all the world
together a giant vortex to create this
brand and so it was truly one person at
a time one product at a time you started
in Southern California and I was the
first person to start growing at the
coast and once Northern California
actually moved to Northern California
and started a distribution group there
then started going city to city whether
in Chicago or New York and figuring out
what was sort of the most important
accounts in that little cottage industry
of five it’s right going one account at
a time teaching the estheticians how do
you say the back bar and professional
products developing custom treatments
that were named after some of the best
spas in the world from Four Seasons –
Ritz Carlton’s that Mandarin hotels and
insula hotels
slowly but surely is it you know it’s
still going it’s still growing and it’s
still a family business but it’s just
like everything else one foot in front
of the other right right and that’s
really the other probably the education
that you got is that regardless of what
opportunities resources information you
have it is hard work and it’s one foot
in front of the other no matter what
exactly and so what what the brand sold
and then you went on to your next the
next chapter in your life tell us a
little bit about what happened after
your Epicure and sold well family-owned
business okay was I with the other
brands that I found it was it was a baby
skincare brand and that started off as
the idea was going to be part of that
the cheran but we learned something
really important and sometimes when
you’re going into new industries and
creating new things there’s not a
playbook to follow you have to actually
be the first there and pick the first
fruit from the jungle and make the
mistakes and so one of the big mistakes
that I made with baby skincare would
think you know we have these incredible
products and these incredible spas is
that the cure and then wouldn’t it be
nice if mom could pick up these products
for babies as well and they were way
back in the day and 15 years ago at this
point before organic was the thing they
were expensive beautiful products and
what I found out was when moms are at
spas for the most part they don’t want
to remember that they have a baby
imagine that
right that makes sense try to sell
beautiful baby products in a beautiful
spot so we shifted and we ended up going
into mass with the baby line and that
was in alpha and target and Whole Foods
and bye-bye baby and grew beautifully
and ultimately the emails mashing
success in China and our Chinese
distributor really wanted to buy the
brand and so we sold it to them and that
was that was about four years ago okay
and so just when given the fact that you
kept epic urine in the family what what
was the motivation to spin off the baby
line oh my dad and his business partner
never wanted to sell at the Karen and I
I didn’t want to be doing only baby
skincare for my whole career I think I
have a lot of ideas and I love to be
able to explore them and start things
it’s a very personal thing to keep a
company or sell a company it’s a very
very personal thing but if you own the
companies and you’re thinking about it
all the time and I just wanted more
space in my life to think about other
things mm-hmm and I’m very glad for that
because it led me smack in the lime
crime which is part of it was one of the
first digitally native cosmetics
companies in the world and being able to
be on the forefront of that type of
Commerce and technology and industry is
really really exciting and so I know
we’re going to talk a little bit about
Lime Crime but as your pathway as your
journey and certainly growing up in the
family you had lots of resources in
terms of your dad and mentors and things
like that where did you turn to
continuously learn how to process the
opportunities that were being presented
to you like selling the business was
your dad a great resource for you in
that way my dad was a great resource for
anything mm-hmm
he was somebody who I
put any question in front of and he
would find five different ways to answer
it and come up with completely
innovative types of answers he was not
the person who I went to when it came to
selling the company because it wasn’t an
experience he had he was always within
his own company but by being out in the
world and engaging and talking with
people and I just met incredible people
along the way really spectacular people
who had been there done that you know we
live in a world where so many we have to
access to so much experience and when
people are willing to share it which is
something that’s very very important to
me I share at every opportunity with
people who want to learn from me because
I think in large part people were so
open and sharing with me right so I sort
of like throw it out there right ask the
question go seek and you’ll find right I
like that ask the question and go seek
and you’ll find in you along the way it
sounds like you found that people will
really open do you think that that’s
particular to our industry no particular
to our industry I think that that we are
fundamentally a community and we need
each other humans need each other to
survive and I think it’s built into how
we operate into our biology to be
helpful when we can and I think that
people who aren’t helpful are probably
broken in some way right right well
that’s that’s a very good point
particularly in our the current
environment that we live in so what do
you think are some of the greatest
lessons along the pathway for from
growing up in this industry to selling
and being involved with multiple brands
are there a couple of things that you
sort of have developed as your checklist
of great OHA’s or lessons along the
pathway system plan discipline and focus
that’s the first thing that comes to
mind is I think for people who really
love to explore and get excited about
all kinds of things that that that
really sort of hard-earned skill of
using lists and
keeping priorities that’s something that
I still work on every single day and I
hopefully get better every day but
definitely was not born with that so for
anybody who is who who really wants to
accomplish anything I think just keeping
goals in mind even if the goal post
shifts it’s always having a goal and
always moving toward it is is something
that I’ve learned over the years is
super critical and something that I
practice very actively right and you
know it’s interesting that you say that
because I have been throughout my life a
very avid it was early in the day
Stephen Covey and then later Franklin
Covey but you know I have an organizer
and actually goes back to horse reco
Barker who sort of instilled that in me
is there particular tools that you use
to keep you of that discipline of
setting goals and and and making lists
and tracking and that type of thing
it’s great paper okay to me to get
really complex I shift to spreadsheets
and you know I’m not I’m decent with
Excel but not an expert but there’s been
what more than one occasion where I’ve
gone to a friend who’s spectacular with
pivot tables and that I need help me
organize this idea and prioritize and so
paper and Lissa’s complex and then get
old itself right right and I think that
those are some of the disciplines when
you when you talk about you know the the
having priorities and it is a discipline
and when you are cultivating your team
that’s part of these companies that
you’ve worked with do you find what do
you what are some of the things that you
impart or help those that are part of
your team to adapt those same type of
behaviors I think it’s come down to
showing them how to if it is a skill and
it’s not something you can’t in my
experience you can’t sit across from
somebody and say I want you to organize
your thoughts and they’ve never done
that before
mm-hm
sitting down and helping create a
structure and then letting them work
with that structure from there and make
it their own but having constant
chickens has been really helpful and
setting times on the challenger’s that
are dedicated to organization you know
if it’s a meeting saying okay you know
we’ve just gone through this process
let’s meet again in however long is
appropriate a day a week a month and
check in and make sure that these
milestones you’re being hit and if
they’re not figure out why are certain
milestones our deal with whatever
situations at hand
yeah and I think that those are some of
the things that make it difficult in
this world in which everyone is sort of
isolated working in you know remote will
checking in virtually and things like
that that discipline of continuously
setting your milestones and having some
way in which you check in on yourself if
you don’t have somebody who’s checking
in with you those can be difficult
things to do absolutely and and that
actually that’s a that’s a point that
Cabrini so points are makes me think of
one anyway that I really love which is
how technology has made it possible
maybe not as ideal is sitting together
in a single room but very possible to
have successful endeavors where people
are distributed all over the place
the for the things that we lose and
being able to sit together every day I
think there’s a lot to be gained a lot
of people who we have access to who we
might not otherwise have had access to
whether it’s a mom who wants to keep
working but stay at home for a year with
the baby but still has contributions to
give or whether it’s a person in another
country who maybe can’t afford to fly to
this country but has incredible towns go
be the new tools that have emerged to
create unified workforces and
collaborations and slack rocks is an
incredible tool to help bring people
together and organize ideas and that
didn’t even exist five years ago so tell
us a tip for those that don’t know tell
us a little bit about flat black is a
resource basically it takes all ideas
that people have
they want to drop in and help them
organize those ideas so for example
where historically we might have used an
email communication method and had you
ever had that experience where you have
50 emails and one idea that’s going to
50 emails in three different email
chains and sometimes you drop a person
or sometimes you add somebody you’re not
supposed to add a new sentence a lot of
chaos and communicating around is really
extensive email chains black illuminates
that completely and so you can create
channels and groups and have private
conversations but it’s a repository of
information that is always searchable
and can essentially you can tag and
reconfigure in any way to make sure that
concepts stay together got it so we
always have this view the fragmentation
of technology today and there are now
technology solutions helping to reduce
the fragmentation that that has come up
because of them right wow what an
incredible journey from the time that
your father first started the business
to and filling jars in the garage to
being able to use tools like this and
access resources all over the world it’s
a great journey we’re going to take a
break and when we come back we’ll talk a
little bit about the brand that has
gotten Kim’s attention lime crying and
what makes it special so stay with us
we’ll be right back
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Radio unite healthy life dotnet welcome
back this is patty smoker you’re
listening to radio am beyond healthy
life net I’m here with Kim walls general
a global general manager for lime crime
color cosmetics and we’ve talked about
this some and a wonderful journey that
she’s been on being born into the beauty
industry with her father having brought
to market epicurean and now at this
point in her career being involved with
a brand called lime crime tell us kim a
little bit about what lime crime is and
how did it get your attention lime crime
is a color cosmetics and color hair
brands that is really one of the first
digitally native color cosmetics brands
out there and it’s filled with bright
color is known for color so Lime Crime
is the original tagline was color so
bright it should be illegal yeah it does
the the aspirational person the
aspirational girl of Lime Crime is
somebody who is unapologetically herself
or himself people who are really out
there to show us who they are using
their bodies as how it color and
self-expression and so what was it about
it that sort of captured you enough that
you were willing to invest your time how
did it is just functional we sold my
company which was in baby skincare and
one of my board members and investors in
that company had done a little bit of
consulting salon crime and said Kim you
know there’s this brand that really
strikes me as up your alley a since
you’ve loved it and with as much as you
love technology and e-commerce I think
you can really help them a lot and they
really need
a lot of help you should meet them like
okay ho-hum few days my bye I didn’t
face out and then eventually the
founders and I got together and I looked
at the business they had incredible
traction in social media beautiful
profitability fantastic products really
interesting people the whole universe of
color is one that I hadn’t been in
before I’d been in skincare was very
very technical and medical skincare on
top of that so really meticulous and
technical and you know lots of
regulation far more than in color
cosmetics and so I thought this whole
world seems sort of freeing and
interesting and I could expand what I
know and also bring to the table a lot
that they didn’t know so there was kind
of a nice marriage of skills and
interest some time right and so what
exactly is a digital native brand this
is a company that is only possible
within the past decade that gets it
first that comes to market online for
the very first time it doesn’t have that
retail distribution it doesn’t have any
of the boundaries and barriers that
historically they do literally not even
geographical barriers because logistics
are so good you know we can ship a
package to Canada basically for the same
prices to contribute within the United
States and that’s actually also true for
Europe know outside of Latin beauty so
there are all of these barriers that
existed for the brands of days past that
just don’t exist anymore so that the
kind of creativity and the kind of
ingenuity and passion that has been able
to bubble to the surface has been
amazing and so these visually native
brands are fairly their trademarks by
people who and I don’t use the word
trademark formally they are marked by
people who you would never expect to
have the skills or the background or the
access to resources to bring something
that is very special and very loved and
unique and has huge in high potential to
market because they have a different
tools but nobody else from the days past
is really figured out
using us social media but people
standing up for other people and saying
I vote for you I like that I want that
and since there are so few barriers to
entry from logistics to you know that
advertising is the same you don’t need
to know the same people you just these
brands have come to market at a time
when there’s freedom in a whole new way
like we’ve never ever seen before
and I find it really interesting because
one curiosity I have obviously is how
you’re able to ship to other parts of
the world for about the same price as
you ship in domestically which is one
question but the first one is this
observation that people with the
understanding digital natives people who
really really understand technology also
aren’t bound by the barriers that you
and I grew up with which I’m just making
an assumption that you and I are closer
in age where there’s these rules there’s
these channels of sales these things
that you do but digital natives never
grow up with that so they have a no
barriers in any way in terms of what you
can and cannot do
so I would think that that is really
liberating for you as you begin to work
within that kind of environment it is
yeah I mean it is inspiring that freedom
only gets you so far
right they start to fizzle out and fail
between two and ten million okay in
revenue so they have to they have to
very few make it has that without
bringing in the resources I can’t think
of a single one I’m sure they’re out
there but eventually the resources have
to come in you have to know how to not
get in trouble with the FDA personally
identifiable information there are
certain things that you know at certain
scales just can’t be ignored anymore but
you know anybody who’s sitting on the
financial side of the table looking at
deals will say the hardest thing to do
is find the spark find the magic right
mm-hmm that’s where the magic is and
that’s what money can’t buy
no matter how much you have unless you
are buying somebody else’s idea right
and so how do you navigate the logistics
of being able to ship internationally
for just about the same cost is doing so
domestically it all comes down to
partners okay finding the right partners
and the same partner that’s right for
one business might not be right for
another business but if they’re if
they’re it comes down to consolidation
so if you fly an entire Plane full of
products and drop it into you know the
postal system in Europe or drop it into
the postal system in China or wherever
pre-labeled so that it’s automatically
working with that government postal
systems then you eliminate layer upon
layer upon layer of distributions
resources and cost
so it’s shortening shortening the path
right and that’s that’s the kind of EM
intelligence that really does come from
years of experience and understanding
how to to grow business logistically
yeah all right well we’re going to take
another break and when we come back
we’ll talk a little bit about your
personal missions in the world and some
of the things that you’re doing as far
as giving back so stay with us we’ll be
right back
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healthy life net hey there thanks for
staying with us this is patty Schmucker
your host here on radio a and B and a
healthy life net I’m here with Kim
Wallace who is the global general
manager for Lyme crime and as someone
who has really grown up in this industry
and has a lot of a lot of passion a life
that’s really full with a family and and
husband and sons but you’ve also got
some personal missions and things that
you’re doing in the world tell us a
little bit about 20 20 mom’s 20 plain
mom is an organization the largest in
California that’s really focusing on
maternal mental health and that is
fundamentally it’s lots of different
things like postpartum anxiety
postpartum depression postpartum
psychosis there are a great a very high
percentage of women experienced
variations of the ternal mental health
issues around pregnancy with all the
hormonal changes and the societal
pressures and all of that and our
medical infrastructure is currently and
political is not set up to handle
getting proper treatment to these people
and I see families is central to the
stability of our communities and our
country and our world and so helping
women find proper health care to treat
and eliminate these problems and
increase their personal health and
happiness as well as that of their
families is something that I’m deeply
passionate about
and so I’m 2020 moms what are some of
the activities that they do in them in
the market so quickly I’m just a board
member so I don’t get to be out in the
community and in the same way as I do
with some of my other initiatives but
2020 mom has written white papers and
created success stories that other
countries or other states can follow
politically when it comes to
implementing laws and support systems so
one of every eight babies I think it is
is born in California so our political
and medical health structure and system
is one that’s looked at nationwide to
follow when we do something good others
follow and they see and we’re under the
scope so creating pathways for treatment
and creating ways for doctors actually
refer out for treatment creating
pathways for insurance to recognize
these illnesses as insurable and help
pay for treatment these are all areas
where 2020 mom is very active that’s
great and so um tell us the there was
another organization that you’ve been
involved when called
best every baby yes
so again dealing with primarily moms
babies women that sever baby is an
organization I founded several years ago
which helps bridge the medical medical
industry with community with business
and brands so by because I’m so
passionate about natural health and
organic brands and the power of brands
to represent ideals and to help people
see things in different ways it’s always
been important to me to make sure that
that Brandon the public sector are are
integrated and communicating and that
there’s a high level of partnerships and
transparency in the service of people
and so what that does baby does is
provide education and information that
is put together and paid for by natural
organic
that helps make things like
breastfeeding easier and helps introduce
parents to healthy unprocessed foods for
themselves and for their children and
helps raise awareness you know even even
something so small as understanding that
oh my goodness you know if I’m
breastfeeding and I get called into jury
duty I actually have a medical reason to
say hey I’d like to do that jury duty
six months from now now not a good time
there are only 19 states in all of our
states that have any sort of regulations
around that so they’re all these sort of
strange places where women and babies
and our deprioritized and not supported
properly and so that’s every baby is
just another way to help provide help
empower not only women but the service
providers and me the caretakers of
families to elevate if you that will
help bring about equality and do you
find it interesting that in the year
2018 that we still are in a situation
where women and babies are not supported
I have wonderful progress oh good it’s
the difference between what it was like
for my mother and what it is like for
some of the young women who I’m lucky
enough to work with now who are having
their babies now is monumental
right and we still have mountains to
move absolutely right right right but it
was the reason why being able to found
this organization was so important
because the need was so huge when you
when you began this yeah absolutely I
mean I so when I first it was thoroughly
2000 in the world of venture capital you
know venture being one of the one of the
last segments of business to even
attempt to create a quality right what a
would I dealt with is during that time
was really challenging and I don’t want
other people to
to go through that and I’ve seen a lot
of progress there are some incredible
women really doing a lot in all kinds of
different ways to to create a quality
yeah I’m a mother of two sons bring
right boys in my life so certainly it’s
about the quality and nothing nothing
else equal pay equal access just
equality right and I think we’re I think
we’re getting there but yes here to your
question is is absolutely a direct
reflection of personal experiences and
wanting to help make things better right
so as you move forward with regards to
your philanthropic work is there
anything in particular that you’re
excited about you know I get excited
about the little things see the
nonprofit that that’s every baby is
launching a new email series that the
hospitals and and the clinicians within
hospitals will be picking up to help
support women there’s some little just
little things to make a difference so
for example most women decide whether or
not they’ll breastfeed either before
pregnancy or within the first couple
months of pregnancy but none of the
clinicians see these families until deep
into their pregnancies and so it’s kind
of hard when somebody’s made at certain
decisions to then come in and give them
new information and have them have a
chance of making a different decision
and so and what I care about is people
having information to make whatever
choices right for them in no way do I
want to push five choices on somebody
else I just want people to have the
information and there are it’s a way
that business has gone in this country
it’s really made it difficult to get
accurate information that isn’t weighted
and biased by economic interests and so
the more ways we have to provide
education and information that is purely
health related a bit more exciting that
is so to answer your question I get
excited of us a little thing right
and the little things though are the
ones that make the difference so we’re
going to take another break and when we
come back for a final segment we’ll talk
a little bit more about lime crime and
what are some of the goals for both Kim
and the brand going forward stay with us
we’ll be right back
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[Music]
hi this is patty smoker and you’re
listening to radio am beyond healthy
life net I have the distinct pleasure of
being here with Kim walls of lime crime
and we’re talking about what her journey
has been in the industry in particular
now working with this brand and where
it’s going – so Kim tell us a little bit
about where people can find lime crime
at this point and some of the partners
that you’re working with to develop the
brand yeah lime crime is sold on its own
website the majority of sales for lime
creme do happen on its own website which
ships globally to almost every country
in the world and we also are fortunate
to be partnered with some wonderful
online brands like again sort of our
main focuses the US in the UK so cult
beauty and ASOS and here in the US were
with revolt and Dolls kill and and in
brick-and-mortar incredibly excited
about Riley Rose which is a new Beauty
platform that coming up in shopping
experiences and of course Bloomingdale’s
as well and or nothing so it’s yeah we
cater to a young audience that is very
fashion-forward and a little bit
rebellious uh-huh and but a one brand
one partner that’s not so rebellious is
also that you’re with is Ulta right oh
my goodness for us and is by far our
most mainstream partner and and one that
we are incredibly excited to work with
because they do things in a way that is
shifting the industry they have the size
and scale and interest to participate in
the
massive retail landscape transformation
that is happening right now and they’re
doing an incredible job there their
leadership their teams the choices that
they’re making about the brands that
they’re going to carry and how they’re
representing those brands and the
investment that they’re making in
staying relevant to consumers today who
are really looking for a shopping
experience with experience in all castes
Ulta is really shifting and shaking and
moving and a partner that we are over
the moon about that’s great that’s great
and it is fun when when sort of those
things come together it really is
exciting to sort of see that growth now
I know that in the history of the brand
and when you came into it there was some
negativity that you had to come overcome
tell us a little bit about that yeah
there definitely was a lot of negativity
I think when it comes down to is the
people who have known Lyme crimes have
really loved it it’s a message of one
crime the DNA of the brand what it’s
trying to push forward is deeply
meaningful and deeply personal to people
and when lime crime scale was too big
for its existing infrastructure pieces
started breaking down and silence
happened the grand stopped communicating
with its face this is you know some very
high level I think people just started
making things up
I’m crimes not Kwasniewski they’re not
posting they’re shutting down their
social media they’re you know my package
isn’t getting seen used to get to me in
two days and now it’s taking a week and
and it was I think it was like a
personal offense to people who had a
deep close relationship with the brand
drop in any situation and I think it
fundamentally comes down to that and
then there were there was some actual
errors made just through lack of
experience that were really quite easy
to fix clean up and put them behind us
move on right right yeah and it is it is
a very interesting I know I we had a
brand on that was a really wonderful
cosmetic brand that specifically from
man and I was blown away about the
social media interaction that that whole
story had in the marketplace but we also
had a tad but significant communication
in the negative and I was just really
surprised how this whole idea of being
rebellious about expressing yourself
authentically male or female around
color cosmetics and and free expression
can sometimes really garner some
negativity and so you know how how do
you overcome that how do you stand up
and begin to overcome the negativity
that existed when you first started you
started working with a company I will
say that I think it’s a long process
remember when we talked before about
having goals I think that trust comes
from consistency and Lime Crime has been
now for some time and will continue to
be consistent communicate consistently
should consistently you know do things
that are representative of its values
whether it’s you know a fundraiser with
kitty bungalow we’re saving feral
kittens by the way I happen to have
adopted one of the kittens most amazing
thing in the world
I’m a Sandra Day O’Connor my cute
immersing like getting into the
community and touching it and showing
who you are right open the kimono no
secrets be transparent and I think that
the longer we do that the more we prove
that you know that we are of who we say
we are then that stuff just kind of
keeps falling away right it takes time
yeah it definitely takes time so what
are some of the goals for the future for
the brand we would write well we have
some very specific goals but I’ll give
you sort of the broader ones which are
really to invite new people into the
line crime world when crime is a brand
unlike any I’ve ever been able to to
work with and that it is a true world
Disneyland of the world or like you know
like going to a concert or a carnival or
excessively complete immersion so
finding more ways for people to
experience that which it’s a simple like
if you were to come to our offices and
bright pink walls and giant oversized
flowers like Alice in Wonderland mm-hmm
it’s a light that people have when they
see that in experience that is really
fun and really represents the blend well
so finding more ways to give people
opportunities to get closer to the
ground understand it better to raise our
awareness we have very very low
awareness in the make up buying
population so just as good hey we’re
here right right right yeah and a huge
undertaking so as as we wrap up with
this last style of last minute what
keeps you excited about the industry oh
the people to change the innovation I’m
very fascinated by chemistry and science
and I love to see new things come to
market so in the innovation not only
with with the products themselves but
with how they’re marketed with how
they’re is the logistics you know you
get something from point A to point B
it’s incredibly fascinating to me
absolutely the whole thing yeah well I
would your your enthusiasm just like M
is lightning in the bottle across the
the airwaves so thank you thanks for
taking the time to allow us to share
your story and we hope that we can
invite you back to continue to hear more
chapters in the story well you are most
welcome and thank you so much as an
honor and a delight to be on the show
thank you all right well that’s going to
do it for us today thanks for being with
us and next week stay tuned as I take a
little break and ilish pierce my one of
my co-hosts we’ll be interviewing two
movers and shakers in cultivating a
celebrity client base in beauty thanks
for being with us I’m patty Schmucker
you’re listening to radio a and B where
we
think pretty is pretty important in all
things in beauty
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