Overview
Led the launch of Crown Affair's first clinically proven formula through strategic campaign development, cross-functional collaboration, and integrated content strategy.
Result
Crown Affair's highest performing product launch to date, setting new benchmarks across awareness, engagement, and sales:
-
$4.6M EMV — the brand's highest monthly earned media value
-
7.7% IG engagement rate (+3 pts MoM, exceeding campaign goals)
-
+17% DTC revenue above goal
-
+38% MoM new customer revenue by directing real-time pivots to activate core hero SKUs alongside newness
-
Hit Sephora revenue targets, reinforcing credibility in retail channel
-
Press coverage in Marie Claire, W Magazine, and The Zoe Report
BRAND: Crown Affair
INDUSTRY: Haircare, Clean Beauty, Prestige Beauty, Luxury
PROJECT: Go-To-Market Launch Campaign
ROLE: Lead (Director of Brand & Integrated Marketing)
TIMELINE: August 2025
Crown Affair Overnight Repair Serum Launch
"Good Things Can Happen Overnight"
the challenge
Building credibility in a new category.
Crown Affair needed to establish authority in hair treatments while expanding beyond their air dry-focused brand identity. The challenge: launching a $58 overnight serum in a saturated market, requiring education around "overnight repair" and proof of efficacy.
strategic approach
3-Pillar Messaging Framework
This framework anchored the campaign by balancing aspiration, proof, and lifestyle. Each pillar worked together to show the product’s promise, deliver clinical credibility, and embed the serum into everyday routines.
PHILOSOPHY
"Good things can happen overnight" (aspiration + possibility)
RESULTS
"Clinically proven efficacy" (2x stronger, smoother, softer hair)
RITUAL
"Achievable nighttime self-care" (fits any routine)
Target Audiences
While the serum was suitable for anyone with dry, heat-damaged, or color-damaged hair, we honed in on three priority audiences — allowing us to tailor messaging, creative, and partnerships with precision.
BEAUTY/ SEPHORA ENTHUSIASTS
seeking beautiful results
WELLNESS DEVOTEES
seeking proven results
TIME-STARVED OPTIMIZERS
looking for efficiency
campaign creative
content strategy
Sofia Coppola meets scientific credibility.
Dreamy, otherworldly aesthetic balanced with clinical claims. Soft pastels and ethereal lighting created an aspirational world while clinical data provided credibility.
strategic collaborations
Amplifying reach through targeted partnerships.
INFLUENCER STRATEGY: Seeded mystery lab samples to top community members to build excitement, sent beautiful mailers to all community members, and developed strategic partnerships with beauty creators and wellness substackers to amplify campaign messaging. Coordinated UGC initiatives across TikTok and Instagram, focusing on authentic product demonstrations and nighttime ritual content.
BEAUTY/ SEPHORA ENTHUSIASTS
seeking beautiful results
WELLNESS DEVOTEES
seeking proven results
TIME-STARVED OPTIMIZERS
looking for efficiency
SUMMER FRIDAYS GWP SWAP: A cross-promotional moment with Summer Fridays ft. their Overnight Eye Mask packettes X Crown Affair's Overnight Repair Serum packettes. This partnership reinforced the "overnight transformation" messaging while introducing both brands to new audiences.
the results
Successfully orchestrated cross-functional collaboration to deliver Crown Affair's highest-performing launch.
Led collaboration across Digital, Retail, Creative, and Brand to ensure cohesive messaging and execution, and developed pitching angles that secured top-tier media coverage — all resulting in record-breaking performance metrics:
-
$4.6M EMV — the brand's highest monthly earned media value
-
7.7% IG engagement rate (+3 pts MoM, exceeding campaign goals)
-
+17% DTC revenue above goal
-
+38% MoM new customer revenue by directing real-time pivots to activate core hero SKUs alongside newness
-
Hit Sephora revenue targets, reinforcing credibility in retail channel
-
Press coverage in Marie Claire, W Magazine, and The Zoe Report
50+ pieces of strategic social content.
Created comprehensive content calendars cycling through the three messaging pillars — educational content explaining clinical benefits, tutorial videos, scroll-stopping aesthetic moments, and influencer collaborations that amplified organic reach.
