Unicorns in the Future: All You Have to Do is Believe


In 2009, the Unicorn became somewhat of a brand mascot for newly emerged Lime Crime Inc. when founder and CEO Doe Deere launched her line of Unicorn Lipsticks. No other animal expresses the essence of the brand, its values, or its patrons like the unicorn.

The company has seemingly stepped out of a fantasy fiction novel, to become a lucrative waking daydream. With an exclusively digitally-based sales model, the green business is endorsed by PETA, Leaping Bunny, and teens and young adults alike, not only for its planet friendliness, but for the cruelty free products it manufactures.

The company is progressive in other ways as well.

“I make makeup for girls and boys like me, who express themselves unapologetically. Lime Crime is freedom to be you!” Deere pledges upfront on her landing page of ILoveLimeCrime.com. Search results reveal its prevalent tag line: “makeup for unicorns.”

Like Deere, and like the unicorn, the brand represents the unique and fosters individuality.

The site features color splashes and doodles resembling a high schooler’s scrapbook, and the cosmetics available for purchase include dramatic colors and advanced applications such as liquid lipstick. As a package, the web design relays a message of expression where the colors aren’t about the colors themselves, but the mood they represent, as evidenced via mystique-inspiring nomenclature in shade varieties such as Bloodmoon, Fetish, and Wicked.

The company website isn’t her only on-line presence. Deere engages her customers on social media sites such as Instagram, Twitter, and Facebook where the posts include topics ranging from new launches and money-saving promotions to pictures of her cat lying cutely in the bathroom sink.

Targeting mid-teens to mid-twenties consumers, it’s no wonder Doe’s endeavour is an instant and ongoing success with the line’s blend of fun, swank, tolerance, and social responsibility, themes that encapsulate Generation Z’s expectation of tomorrow’s American freedom.

#DIAMONDCRUSHERS ✨💎🔨 Your dreams of being a fairy on acid are about to come true…

A photo posted by Lime Crime (@limecrimemakeup) on

The trademark’s individuality fosters creativity in its fan base, with the wearers’ creativity, in turn creating more freedom for their individuality. Like the unicorns on the packaging, these futuristic cosmetics will remain a reality as long as there are those who believe.  Check out what the fan base is doing right now on Lime Crime’s Pinterest board.

January 5, 2017

Posted In: Cosmetics Industry