Vegan and cruelty-free make-up and hair brand Lime Crime has announced its first ever brand refresh with the new tagline Never Blend In.
The label, known for its eye-popping colours, has said the new transition will enable it to re-define its mark in the beauty industry and pave the way for its evolution, while aiming to inspire and invite self-expression.
The phrase Never Blend In is Lime Crime’s call to action for its users to be ‘Never Perfect, Never Boring, Never Bland’.
"Lime Crime's core values are so relevant in today's world as we all look for a space to play, have fun, and find the ways we want to self-express through colour,” said Andrea Blieden, Lime Crime’s CEO.
“There is a powerful feeling that comes from the freedom to self-express.
“We're so thrilled for this next chapter of the brand and can't wait to see where it takes us.”
Paying homage to the brand's influencer-driven roots, Lime Crime has enlisted a roster of fresh faces to front the campaign. Shot remotely and through the lens of each influencer, the content claims to celebrate what truly makes each influencer unique and stand out from the crowd.
The brand has also partnered with American singer/songwriter Kehlani to sponsor her make-up look for her first virtual concert.
And Lime Crime has also launched a digital hair hub, Do & Dye Quiz, which aims to deliver personalised education and relatable influencer content to consumers based on their individual hair levels and for those looking to refresh their hair colour.
