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Derek Shaw Press Kit Public Relations

Derek Shaw PR Director P: 323-690-0145 F: 323-690-4297 E: Dshaw@LimeCrime.com 1309 W. Ventra Ave Los Angeles, CA 90029


Who you are: As the public relations director for Lime Crime Makeup, I, Derek Shaw have been hired by Doe Deere, owner and founder of Lime Crime Makeup located in Los Angeles, California. I will develop three different events to increase the brand’s awareness to the public, as well as, promoting their new face products which include: foundation, concealer, blush and bronzer. Client: Lime Crime Makeup Like most real-life fairy tales, Lime Crime began as one girl’s dream to make the world a brighter place. New York makeup artist, blogger, and self-proclaimed “Unicorn Queen”, Doe Deere couldn’t find makeup bright enough for her tastes, so she teamed up with a group of chemists to create makeup “so bright, it’s illegal”! Lime Crime is the color revolution. It’s about challenging the norm, doing things your way and getting away with it! Our dare-to-wear cosmetics boast an unmatched color payoff so you can create looks as vivid and unique as you are. Look for those bright purple tubes and jars with our unicorn mascot, that make every application a fantastical event! Doe Deere is an animal lover with two cats, and has a personal stake in making sure Lime Crime products are never tested on animals, and are PETA-certified cruelty-free. In March 2010, Lime Crime donated a portion of proceeds to an animal shelter called Bideawee. Mission Statement: “Lime Crime Makeup products are designed to let individuals express themselves through the art of makeup and to be creative. Our job is to make sure we are delivering awesome products that are 100% free of animal cruelty.” - Doe Deere Actual Image: Lime Crime Makeup creates unique, bright, fun hues to create makeup looks that reflect the personalities of their clients. The packaging demonstrates the aspect of the brand when it comes to bright colors and glittery fonts to seal everything together! Lime crime plays by their own rules which is shown through glitter lipsticks, fantasy inspired color palettes and nail colors inspired by confectionery delights. Lime Crime has been mentioned and reviewed by celebrity make-up artist and creator of his own brand “Jeffree Star Cosmetics” Jeffree Star and has been featured on websites such as karmaloop.com, urbanoutfiters.com and beautylish.com.


Desired Image: Lime Crime Makeup wants to increase the brands awareness to the public by having their products available in store and the expansion of new products such as face cosmetics. Competitive Advantage; In Los Angeles, Lime Crime Makeup’s competitive advantage is they create products and creative packaging that match’s the image of their clients. The designs play a huge part in the brand’s name. Qualitative Goals: With this public relations campaign, I am seeking to improve the brand image of Lime Crime Makeup in Los Angeles, increase brand awareness and launch the new line of facial cosmetics. Quantitative Goals; In addition, I am seeking to increase sales by 15% with the launch of the new facial cosmetics from Lime Crime Makeup. Target Market: Demographic Profile: • • • • • • •

Gender: Female Age: 18 - 28 Income: $20,000+ Geographic: Urban Education: High school + Housing: Rent/Own Marital Status: Single/Married

Psychographic Profile: • • • • • •

Fashion Forward Active social life Interested in social media Creative Willing to take chances Prefers urban environment


Buying Habits:! • • • •

Convenience store grocery shopping Shops brands online Shops online only brands, including UNIF, Nasty Gal, Karma Loop and Miss KL Trendy bars and restaurants like The Ivy on Robertson Blvd

Client SWOT Analysis: Strengths: • Company’s owner has advance experience in the beauty industry • Creative packaging • Highly pigmented colors for lips, eyes and nails Weaknesses: • Brand is not sold in stores, online only • limited assortment of products • lack of brand awareness Opportunities: • Launching Lime crime facial cosmetics to expand brand • Make-up shows • Opening make-up counters at Macy’s for personal customer interaction Threats: • • • •

Strong competition with other cosmetic companies Increase in fuel prices may increase shipping/ distribution costs Increase of cosmetics raw materials which can produce low quality products Saturation of market


Competition: MAC Background On March 1984, owners Frank Toskan and Frank Angelo officially launched the line from a single counter in a department store in Toronto. The company offers a wide range of products that managed to blend street savvy with glamour’s style and panache. SWOT Analysis Strengths: • Made for all ages, sexes and races • Already known brand image • Cruelty-Free Weaknesses: • Expensive products • Only professionals can get their PRO colors Opportunities: • International expansion - India and Brazil • Free Standing stores • Boosting online shopping experience Threats: • Other cosmetic companies have eye shadow and lip palette combinations throughout each season • Would their online shopping boost take away from their known-for personal service


Competition: Urban Decay Background Urban Decay is an American cosmetics company co-founded in 1996 by Sandy Lerner and Particia Holmes. David Soward took a position as CFO and Wende Zomnir was hired to do marketing. The brand is primarily sold in mid to high-end beauty stores, such as Ulta, Sephora, and Macy's. Urban Decay was bought by Moet-Hennessy Louis Vuitton in 2000, before being sold again in 2002 to the Falic Group. In 2009 it was acquired by Castanea Partners, a private equity firm. The label is based in Newport Beach, California, and has a distribution center in Hialeah, Florida. The company’s mission is “ Be you feminist, kitten, punk, emo, indie, goth, witch, vegan, horror junky, intellectual, christian goth, corset queen, geek, unicorn, sea monkey... be you into alternative style, alternative health, spiritually, comics, manga, j-pop, harajuku or jock culture... we will always love you.” SWOT Analysis Strengths: • High quality products • Known worldwide • High demand of product Weaknesses: • High price • Packaging is low quality • Low stock available for products Opportunities: • It can transcend different demographic groups • multi purpose primer can also be used as eye shadow Threats: • Similar to other companies like Too Faced, Benefit and Tarte • Market leader MAC dominates the cosmetic industry


Industry: Trends The beauty industry is becoming increasingly competitive. Established brands like Chanel and Dior have expanded from luxury goods into cosmetics asa tool for brand expansion. The beauty industry is one of the biggest categories in the retail industry, when people go shopping at a department store the first stop is always the makeup counter. In fact, most women spend most of their money in cosmetics before they make it into the clothing department. The beauty industry continues to expand globally, with some projections claiming 8.5% growth by 2014. Consumers of beauty industry products tend to be brand loyal, and share what works for them with their friends. 58% of those surveyed claimed that personal recommendations weigh more heavily than celebrity marketing, and only 44% bought a particular product for its claim of specific product for its claim of specific product attributes.

Client: Promotional Events The first event, Blending with Lime Crime, will take place from four to eight in the afternoon on Friday, June 13, 2014, at The International Make-up Artist Trade Show in Los Angeles, California. Tickets will be sold at $150 per person and will include full access to all Make-up vendor booths and classes that are held by the different Make-up vendors. Lime Crime will be holding special classes that include, blending, contouring, eye-shadow application and finishing classes that are included in the ticket price. Guest will be able to obtain free samples of the latest products for summer 2014. The second event, Lime Crime Beauty Launch Party, will take place from one to five in the afternoon on Saturday, July 19, 2014 at Macy’s on Santa Monica Blvd in Los Angeles, California. Lime Crime will be hosting the event with sponsorship from Macy’s this event will launch the new line of facial cosmetics from Lime Crime and the opening of the first ever Lime Crime Make-up counter located in all Macy’s throughout the United States. The event is hosted by Lime Crime and sponsored by Macy’s and ABSOLUT Vodka and will have celebrity makeup artist Jeffree Star demonstrating current make-up trends at the Lime Crime counter and after the event guest will be receiving a goodie bag that will be filled with samples of the new Lime Crime facial cosmetics including blushes, bronzer, foundation and concealer and also will include some eye shadows from Lime Crime. During the event we will have celebrity DJ Samantha Ronson playing top 40 songs and we will have cocktails provided by ABSOLUT Vodka. This event is invite-only and guest will pay a ticket price of $200 which will include cocktails, demonstration and goodie bags that will be given at the end of the event. The third event, Lime Crime Fashion Show Event, will take place at The Vibiana located on Main Street in Los Angeles, California. This event will be showcasing the talents of our make-up artists and are product Lime Crime Make-up. We will have celebrity make-


up artist Jeffree Star hosting the event and we will have celebrities Demi Lovato, Miley Cyrus and Hannah Beth walking in the fashion show and will be wearing clothes from Nasty Gal and Miss KL. Tickets will be on sale for $450 and will include entry to the fashion show and access to the after-party at GreyStone Manor in West Hollywood, California. Drinks at the after-party will not be included. July 26, 2014 at 8pm and go until 10pm, the after party starts at 11pm and goes until 2 am.

Budget: ! !

! !

Blending with!! Lime Crime ! !

! !

Lime Crime Beauty! ! Launch Party !

Lime Crime Fashion Show event

Revenue:! ! !

200/ $150 each! $30,000! !

! !

150 guest/ $200 each! $30,000! ! !

500 guest/ $450 = $225,000

Venue:! ! ! ! ! ! !

200 sq. ft booth- ! $3,990.0! ! ! ! ! ! ! !

! ! ! !

Macy’s Santa Monica! = $8,000! ! ! ! ! ! ! ! ! ! !

Vibiana Church= $10,000 GreyStone Manor= $3,500

Food:! ! ! !

1,000 Water Bottles-! $400! ! ! !

ABSOLUT cocktails-! = $1,000! ! !

1,000 Water Bottles $400

Equipment:! ! ! ! ! ! !

Included in venue! ! ! ! ! ! ! ! ! !

Included in venue ! ! ! ! ! ! ! ! ! !

! ! ! !

Lights- $1000 Stage- $750 Chairs- $500 Sound - $2000

Personnel:! Make-up Artist of! ! ! ! Lime Crime- $500! !

Make-up Artist of! Lime Crime- $500

!

Crew: $5000

Entertainment: N/A! ! ! ! ! !

! !

! !

DJ Samantha Ronson-! = $5,000

N/A

Special Guest: N/A! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !

! ! ! ! ! ! ! !

! ! ! ! ! ! ! !

Jeffree Star-! ! = $8,000! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! ! !

Jeffree Star$8,000 Demi Lovato$15,000 Miley Cyrus-! $20,000 Hannah Beth$5,000

! ! ! !

Insurance: ! Included in venue ! !

! ! ! ! ! ! !

EventHelper.com-! !

EventHelper.com


!

!

!

!

Restrooms:! On-Site!

!

!

Est. $125.88!!

!

Est. $140.25

!

!

On-Site!

!

On-Site

!

Advertising:! Two Ads- $1500 each! ! ! = $3,000

Budget- $4,000!

!

Budget- $8,000

Total:! !

$26,625.88! !

!

$79,290.25

$7,890.00!

!

!

Recommendation: According to Doe Deere, Lime Crime does not do a lot of marketing and tends to stick to joining forces with retailers like; Urban Outfitters, Karma Loop and Nasty Gal. Lime Crime also does trade shows to be known in the cosmetic industry, but has no exact marketing plan. Lime Crime in California is offering a wide opportunity to market to more people to gain better brand awareness. Therefore, I recommend the following marketing strategies to increase the brand awareness of the company and also to launch the new line of facial cosmetics. I suggest a series of three promotional events for this summer, as previously discussed, to capture the public’s attention of the Lime Crime brand. The launch of the new facial cosmetics from Lime Crime serves as a general theme for these events. The following summer events have been designed to appear to a wide range of people and to promote the company and the new line of facial cosmetics in a fashionable, entertaining way. The first event, Blending with Lime Crime, is a event that is dedicated to gaining more support from fellow make-up artists and to be better known in the beauty industry. This event will be perfect to start gaining hype for our future events and will give the opportunity to show make-up artists and other companies the techniques and talents we hold at Lime Crime Make Up. Along with displaying our products we will also be holding classes to bring people in to show the talents we have and how the products work on skin. The second event, Lime Crime Beauty Launch Party, is a event that is dedicated to the launch of the new facial cosmetic line from Lime Crime and the start of Lime Crime being sold in all Macy’s throughout the U.S and online at Macys.com. This event is about demonstrating the new line to guest and bringing celebrity make-up artist Jeffree Star to demonstrate current trends in the beauty industry. This is a way for us to connect with our clients and show how are products can be used and to announce the new partnership with Macy’s.


The third event, Lime Crime Fashion Show Event, is to open a new market which is the fashion industry. With this event we are holding a fashion show from clothes donated from Nasty Gal and our make-up artists will be doing the models make-up in full Lime Crime. We want to show clients that our product can hold up in the toughest light and still look flawless. This is a great way for us to network with other clients and to demonstrate the style our company shows. Also having celebrities like Demi Lovato and Miley Cyrus will cause more hype for the event. To advertise and promote this summer’s promotional events, we will use a mix of media through press releases and advertising in local newspapers, magazines and radio. We will also be using the internet and social media like Twitter, Instagram, our blog and Facebook. These sources have been chosen to reach out to the local market. In the future, I recommend continuing to do local marketing for Lime Crime in California in order to keep people interested and to raise brand awareness. I recommend that Lime Crime continues to do events that demonstrate the way the make-up works and to explain trends in the industry so clients can feel comfortable when shopping with Lime Crime. I also think Lime Crime should open a stand-alone store on Sunset Blvd, this will show Lime Crime is here to stay and will be in a location that is full of fashion, beauty and creativeness which is what Lime Crime displays.


Works Cited: "IMATS Makeup Show Home (International Make-Up Artist Trade Show)." IMATS Makeup Show Home (International Make-Up Artist Trade Show). N.p., n.d. Web. 10 Nov. 2013 "Venue Capacity." Vibiana. N.p., n.d. Web. 15 Nov. 2013. "Styled On." Lime Crime. N.p., n.d. Web. 15 Nov. 2013. "Greystone Manor Supperclub." Greystone Manor Supperclub. N.p., n.d. Web. 15 Nov. 2013. "Spring Makeup Trends From Fashion Week Spring 2014: Beauty: Glamour.com." Glamour. N.p., n.d. Web. 15 Nov. 2013. "R29 Makeup." Makeup. N.p., n.d. Web. 15 Nov. 2013. "MAC Cosmetics - Our History." MAC Cosmetics - Our History. N.p., n.d. Web. 16 Nov. 2013. "ABOUT US." Our History. N.p., n.d. Web. 16 Nov. 2013. "Lime Crime Makeup." Lime Crime The Blog RSS. N.p., n.d. Web. 17 Nov. 2013. "Lime Crime: Beneath The Glitter. |Lipsticks & Lightsabers." Lime Crime: Beneath The Glitter. |Lipsticks & Lightsabers. N.p., n.d. Web. 17 Nov. 2013. "Doe Deere Blogazine." : Musings of the Unicorn Queen. N.p., n.d. Web. 17 Nov. 2013. "More than Cosmetic Change for Macy's Beauty Department." Chicago Tribune. N.p., 20 Sept. 2013. Web. 17 Nov. 2013. "Beauty Industry M&A Activity on the Up, Report Shows." CosmeticsDesign.com USA. N.p., n.d. Web. 19 Nov. 2013. "Informa Plc Boosts Chinese Interests with Joint Venture between Beyond Beauty Events and China Beauty Expo." Informa Plc Boosts Chinese Interests with Joint Venture between Beyond Beauty Events and China Beauty Expo. N.p., n.d. Web. 19 Nov. 2013


1309 W. Ventra Ave Los Angeles, CA 90029 1-888-980-7401 www.limecrime.com

Contact: Derek Shaw Phone: 323-309-0916 Fax: 323-309-4519 Email: ds@limec.com

For Immediate Release

Lime Crime Takeover LOS ANGELES, CALIFORNIA, May 15, 2014-Lime Crime, a Los Angeles-based online makeup store that specializes in highly pigmented colors and creative packaging, is celebrating the launch of the new facial cosmetic line and the partnership with Macy’s being part of the cosmetics department! Lime Crime is throwing a full summer of events that is beginning Friday, June 13th and with its final event Saturday, July 26th. This is a great way to get to know Lime Crime and have a party filled summer with us! “Lime Crime lipsticks are one of my favorites, with an amazing and need I say, bright shade selection and colorful, unique packaging to boot. I mean, who doesn't like unicorns? I do, thats for sure and have no qualms about pulling a bright pink bullet with holographic unicorn out of my bag. Nope, none at all!” Marvelle, blogger for makeupheaven.com. The first event, Blending with Lime Crime, will take place from four to eight in the afternoon on Friday, June 13, 2014, at The International Make-up Artist Trade Show in Los Angeles, California. Tickets will be sold at $150 per person and will include full access to all Make-up vendor booths and classes that are held by the different Make-up vendors. Lime Crime will be holding special classes that include, blending, contouring, eye-shadow application and finishing classes that are included in the ticket price. Guest will be able to obtain free samples of the latest products for summer 2014. The second event, Lime Crime Beauty Launch Party, will take place from one to five in the afternoon on Saturday, July 19, 2014 at Macy’s on Santa Monica Blvd in Los Angeles, California. Lime Crime will be hosting the event with sponsorship from Macy’s this event will launch the new line of facial cosmetics from Lime Crime and the opening of the first ever Lime Crime Make-up counter located in all Macy’s throughout the United States. The event is hosted by Lime Crime and sponsored by Macy’s and ABSOLUT Vodka and will have celebrity makeup artist Jeffree Star demonstrating current make-up trends at the Lime Crime counter and after the event guest will be receiving a goodie bag that will be filled with samples of the new Lime Crime facial cosmetics including blushes, bronzer, foundation and concealer and also will include some eye shadows from Lime Crime. -more-


During the event we will have celebrity DJ Samantha Ronson playing top 40 songs and we will have cocktails provided by ABSOLUT Vodka. This event is invite-only and guest will pay a ticket price of $200 which will include cocktails, demonstration and goodie bags that will be given at the end of the event. The third event, Lime Crime Fashion Show Event, will take place at The Vibiana located on Main Street in Los Angeles, California. This event will be showcasing the talents of our make-up artists and are product Lime Crime Make-up. We will have celebrity make-up artist Jeffree Star hosting the event and we will have celebrities Demi Lovato, Miley Cyrus and Hannah Beth walking in the fashion show and will be wearing clothes from Nasty Gal and Miss KL. Tickets will be on sale for $450 and will include entry to the fashion show and access to the after-party at GreyStone Manor in West Hollywood, California. Drinks at the after-party will not be included. July 26, 2014 at 8pm and go until 10pm, the after party starts at 11pm and goes until 2 am. "Beauty is not what's natural, or even looks best; it's what feels right at the moment!" Proclaims our founder. “Lime Crime girls play by their own rules. They rock mint lipstick, dye hair rainbow colors & celebrate their individuality every day!” For more information on our summer events and to get to know what’s going on with Lime Crime, visit us at www.limecrime.com or at facebook.com/limecrime, Instagram/ @limecrime and Twitter.com/limecrime. About Lime Crime Like most real-life fairy tales, Lime Crime began as one girl’s dream to make the world a brighter place. New York makeup artist, blogger, and self-proclaimed “Unicorn Queen”, Doe Deere couldn’t find makeup bright enough for her tastes, so she teamed up with a group of chemists to create makeup “so bright, it’s illegal”! Doe Deere is an animal lover with two cats, and has a personal stake in making sure Lime Crime products are never tested on animals, and are PETA-certified cruelty-free. In March 2010, Lime Crime donated a portion of proceeds to an animal shelter called Bideawee. About The Sponsers Sponsors for the “Lime Crime Takeover” events include Nasty Gal, Miss KL, ABSOLUT Vodka, and Macy’s.

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1309 W. Ventra Ave Los Angeles, CA 90029 1-888-980-7401 www.limecrime.com

Contact: Derek Shaw Phone: 323-309-0916 Fax: 323-309-4519 Email: ds@limec.com

For Immediate Release

LIME CRIME TO BE CREATING A SUMMER OF COLOR AND UNICORNS The most colorful and highly pigmented makeup company in Los Angeles, Lime Crime, is hosting multiple events this summer. Lime Crime is hosting three different events during June and July focusing on beauty called “Lime Crime Summer Takeover,” kicking off June 13, 2014. Who:

The “Lime Crime Summer Takeover” is created by Lime Crime and is focusing on the launch of the new line of facial cosmetics and the being available at Macy’s!

What:

This first ever “Lime Crime Summer Takeover” series of events aims not to only celebrate the launch of the face line or being available in Macy’s. It is also about learning about makeup and hanging with people who love makeup as much as we do!

Where/When: •

June 13, 2014, 4 pm - 8pm, 300 E. Green Street - Blending With Lime Crime -Lime Crime will be part of the International Makeup Artist Trade Show and will be teaching classes dealing with blending your makeup. Tickets are $150 per person, ticket price includes access to all vendors and samples along with classes.

July 19, 2014, 1pm - 5pm, 10250 Santa Monica Boulevard - Lime Crime Beauty Launch Party -- Lime Crime is launching the new face line and the ability to purchase at Macy’s. Celebrity Makeup Artist Jeffree Star will be doing demonstrations of the latest makeup trends and guest will be able to get free samples of the new line! Tickets are $200 and include full access and cocktails sponsored by ABSOULT Vodka.

July 26, 2014, 8pm - 2am, 214 S Main Street and 643 N La Cienega Boulevard Lime Crime Fashion Show Event -- Lime crime has partnered with Nasty Gal and Miss KL both popular online clothing stores and are creating a fashion show! Jeffree Star will be hosting the event and w will have celebrities like Miley Cyrus, Demi Lovato and Hannah Beth will be walking in the fashion show. After the fashion show at 11pm the after party at GreyStone Manor will begin and will go


until 2am. Tickets are $450 per person and include full access to the fashion show and after party. Ticket prices do not include drinks at the after party. Why:

Lime Crime wants to celebrate this very precious moments with everyone who has made this possible and also to meet new friends along the way.

Interview Opportunities:

Interviews are available with Lime Crime Owner Doe Deere.

For More Information:

For more information, contact Derek Shaw at 323-309-0916 or ds@limec.com. Details available at www.limecrime.com or at facebook.com/limecrime, Twitter.com/limecrime or Instagram @limecrime

About Lime Crime Like most real-life fairy tales, Lime Crime began as one girl’s dream to make the world a brighter place. New York makeup artist, blogger, and self-proclaimed “Unicorn Queen”, Doe Deere couldn’t find makeup bright enough for her tastes, so she teamed up with a group of chemists to create makeup “so bright, it’s illegal”! Lime Crime is the color revolution. It’s about challenging the norm, doing things your way and getting away with it! Our dare-to-wear cosmetics boast an unmatched color payoff so you can create looks as vivid and unique as you are. Look for those bright purple tubes and jars with our unicorn mascot, that make every application a fantastical event!

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1309 W. Ventra Ave Los Angeles, CA 90029 1-888-980-7401 www.limecrime.com

Contact: Derek Shaw Phone: 323-309-0916 Fax: 323-309-4519 Email: ds@limec.com

For Immediate Release

Doe Deere The Face Behind The Makeup The bright colors, unicorns and creativeness of Lime Crime is based on the talents and techniques of Doe Deere; Doe Deere (also Xenia, born June 15, 1981) is a blogger, makeup artist, musician and model, originally from Izhevsk, Russia, now living in New York City. Deere is also the founder of Lime Crime Cosmetics, a makeup brand that sells eyeshadows and lipsticks, and the main writer behind Doe Deere Blogazine. Doe Deere, then Kseniya Vorotova, moved to the United States in her teens. At the time, she was the only one in her family fluent in English, due to listening to American music, like Michael Jackson and Nirvana. On moving to the US she began going by Xenia. In 2003, Deere ran a small eBay clothing company called Thunderwear. In 2004, the brand name changed Lime Crime. She also founded "Little Big Girls," an online community and livejournal for eBay clothing sellers. Deere began posting makeup tutorials on her website in 2004. In 2005 she joined Model Mayhem. This growing exposure, positive reactions to her makeup tutorials led to freelance work, doing makeup for photo shoots and the like. Lime Crime, as a clothing company, went out of business in 2006. In 2008, it was revived as a makeup label, specializing in bright, highly pigmented eyeshadows and lipsticks. In 2009, Lime Crime was in business. The company created seven different shades of highly pigmented lipstick that was sold on the Lime Crime website. Once Lime Crime the makeup company began to get more notice, creator Doe Deere knew this was the right decision and in late 2009 she started to expand to eye shadow. The bright neon colors and theme inspired color palettes helped the company expand for just lips to eye shadow. The palettes were so popular the first two months every week Lime Crime had to restock in order to maintain with the amount of orders. In 2010, Lime Crime expanded the selection of the lip collections and created two new types of lip products. First, Lime Crime released a line of lipgloss that comes in multiple different colors. Once the lipgloss did just as good as the release of the lipsticks Lime Crime knew it was time to release three different shades of a product called “Velvetines� this special lip stain goes on as a -more-


liquid and then dries completely to matte! This also became a big seller. Lime crime at this point was becoming more well known and they knew it was time to start working on a new project. In 2011, Lime Crime expanded to nails and created many different shades of pastel inspired shades that add to the bright colors of eye and lip collections. Lime Crime at this point also expanded with eyes and created thirteen different shades of glitter that are all related to Zodiac signs. This became a another huge success and Lime Crime starts the process of formulating the new face line that won’t be out until 2014. Lime Crime has been featured in Elle, Nylon, Heat, Daily Candy, Teen Vogue, MTV Buzzworthy, and boasts high-profile fans such as Cat Deeley, Katy Perry, M.I.A. and celebrity makeup artists around the world. Lime Crime is available at SpaceNK stores throughout UK and US, and in Urban Outfitters in Canada. For more information on Lime Crime, visit us at limecime.com and get to know us better and add our social media accounts; Facebook.com/limecrime, Twitter.com/limecrime and Instagram @limecrime.

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1309 W. Ventra Ave Los Angeles, CA 90029 1-888-980-7401 www.limecrime.com

Contact: Derek Shaw Phone: 323-309-0916 Fax: 323-309-4519 Email: ds@limec.com

For Immediate Release

Zodiac Inspired Glitter Lime Crime stands by its word when it comes to bringing bright colors that make you feel like a magical unicorn! Making the perfect eye look isn’t anything without adding a little glitter to the inner corners of your eyes to not only make you eyes pop but to give you a bright shine! This line of glitter is made by the different zodiac signs! For example the picture we are showing is our “Cancer” Shade, it is a rich turquoise, blue / green color. All 13 have a different shade that completely reflects the color of your zodiac sign. When we first developed Lime Crime we started with just lipstick shades since then we have been able to grow as a company and have the ability to offer other products including the zodiac glitter. The best part of this glitter is you can apply it on top of glossed lips to add a shine to your lips. The glitter can also be used as a body glitter and it is easy to get off! For eyes and lips use makeup remover and for body just take a shower and you will have no more glitter! You can find all 13 shades on our website at www.limecrime.com and in a few months you will be able to pick up and even try this glitter at your Lime Crime makeup counter at a local Macy’s. The glitter cost $13.00 and is perfect for any look or even as a gift for a friends birthday! And just as are mission stats all of our products are completely vegan friendly and are pet friendly! Animals shouldn’t have to get hurt for you to look beautiful! To view all 13 shades checkout www.limecrime.com and checkout are other products! What to be our friend? The add us on facebook.com/limecrime, Twitter.com/limecrime and Instagram @limecrime.


Media ListNewspaper: Daily News 21860 Burbank Blvd Woodland Hills, CA 91367 Rob Lowman Arts and Entertainment Editor 818-713-3687 robert.lowman@dailynews.com Los Angeles Times 202 W. 1st ST Los Angeles, CA 90012 Arital Binshtock Calendar and Events Editor 213-237-7494 avitlb@gmail.com North Country Times 207 E. Pennslyvania Ave Escondido, CA 92025 Edward Sifuentes Reporter 760-740-3511 esifuentes@gmail.com The Orange County Register 625 N Grand Ave Santa Ana, CA 92701 Candice Shih Lifestyle Editor 714-796-7928 cshih@gmail.com Beverly Hills Weekly 140 S. Beverly Dr, ste 201 Beverly Hills, CA 90212


Melanie Anderson Beauty Editor 323-933-5518 melanie@bhweekly.com RadioJohn Phillips Show 33215 La Crenega Blvd Los Angeles, CA 90016 Les Siegel Producer 310-840-4900 lessiegel@gmail.com KADV-FM, 90.5 FM 2031 Academy Pl Ceres, CA 95307 Kim Toyama Beauty Advisor 209-537-1201 Kimt@kadv.com KALX-FM, 90.7 FM 26 Barrows Hall, spc 5650 Berkley, CA 94720 Tristan Parker Fashion Reporter 510-642-1111 news@kalx.berkley.edu KAMP-FM, 97.1 FM 5670 Wilshire Blv Los Angeles, CA 90036 Chris Booker On Air Personality 323-971-9710


KAZU-FM, 90.3 FM 100 campus center blvd Seaside, CA 93955 Krista Alamanzan News Director 831-582-5252 mbenedek@kazu.org TVABC Family Channel 500 S Buena Vista St Burbank, CA 91521 Danielle Mullin Vice President of Marketing 818-560-1000 danielle.mullin@disney.com Current TV 118 King St San Francisco, CA 94107 Ryan Forbell Director of Advertising Sales 415-995-8200 E! News 5 Times sq fl 10 New York, NY 10036 Courtney Andrews Producer 323-954-2420 KABC-7V 7.0 500 Circle Seven Dr Glendale, CA 91201


Lori Corbin Beauty Editor 818-863-7600 lori.p.corbin@abc.com KBAK-7V 29.0 1901 Westwind Dr Bakersfield, CA 93301 Anthony Addrisi Fashion Reporter 661-327-7955 aaddrisi@gmail.com MagazineTeen Vogue 6300 Wilshire Blvd, 12th Fl Los Angeles, CA 90048 Lisa Love West Coast Editor 323-965-3545 lisa_love@vogue.com Allure 4 Time Sq, fl 10 New York, NY 10036 Heather Muir Beauty News Editor 212--286-7676 heather_muir@condenast.com Beauty Inc 750 3rd Ave New York, NY 10017 Jenny Fine Editor in Cheif 212-630-3516 Jennyfine@fairchildpub.com


Glamour 4 Times Sq, FL 16 New York, NY 10036 Caroline Campion Beauty Editor 212-286-7928 caroline_campion@condenast.com Vogue 4 Times Sq, FL 12 New York, NY 10036 Sarah Brown Beauty Director 212-286-4704 Sarah_Brown@vogue.com


Blending With

Tickets on sale now! Event starts at 4pm June 13, 2014

300 E. Green St., Pasadena, CA 91101 For more info go to www.limecrime.com Let’s be friends! Follow our Instagram and Twitter @LimeCrime to see what’s going on!


Tickets available online! Event starts at 8pm July 26, 2014

n o i h Fas

t n e v E w Sho @LimeCrime #LimeFashion

Celebrity Guest:

Jeffree Star

Miley Cyrus

Demi Lovato

Clothes sponsored by:

Hannah Beth

Visit LimeCrime.com and Limecrimeblog.com for more info and ticket prices


You are invited to:

Beauty Launch Party Come celebrate the launch of our new line of facial cosmetics with an ABSOLUT Cocktail and The opening of Lime Crime being sold at makeup counters at Macy’s We will have celebrity makeup artist Jeffree Star demonstrating the latest makeup trends and we will be giving out samples of our new line! 10250 Santa Monica Blvd Los Angeles, CA 90211 Event starts at 1pm! Tickets are $200 (Includes cocktails)

Visit WWW.Limecrime.com for more info


Upcoming Summer 2014 Lime Crime Events

The first event, Blending with Lime Crime, will take place from four to eight in the afternoon on Friday, June 13, 2014, at The International Make-up Artist Trade Show in Los Angeles, California. Tickets will be sold at $150 per person and will include full access to all Make-up vendor booths and classes that are held by the different Make-up vendors. Lime Crime will be holding special classes that include, blending, contouring, eye-shadow application and finishing classes that are included in the ticket price. Guest will be able to obtain free samples of the latest products for summer 2014.

The second event, Lime Crime Beauty Launch Party, will take place from one to five in the afternoon on Saturday, July 19, 2014 at Macy’s on Santa Monica Blvd in Los Angeles, California. Lime Crime will be hosting the event with sponsorship from Macy’s this event will launch the new line of facial cosmetics from Lime Crime and the opening of the first ever Lime Crime Makeup counter located in all Macy’s throughout the United States.

The third event, Lime Crime Fashion Show Event, will take place at The Vibiana located on Main Street in Los Angeles, California. This event will be showcasing the talents of our make-up artists and are product Lime Crime Make-up. We will have celebrity make-up artist Jeffree Star hosting the event and we will have celebrities Demi Lovato, Miley Cyrus and Hannah Beth walking in the fashion show and will be wearing clothes from Nasty Gal and Miss KL. Tickets will be on sale for $450 and will include entry to the fashion show and access to the after-party


Lime crime press kit  

For my Public Relations class I had to create a Press Kit for a company that was not well known. I decided to do the cosmetic company "Lime...

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