Crown Affair is building brand loyalty with beauty rituals in mind. Founded by Dianna Cohen and Elaine Choi, Crown Affair is winning a loyal customer base for its haircare products with a killer social media strategy and long-term use messaging. In addition to visibility from celebs (like Doja Cat wearing their hair towel to the Met Gala) their growth has been driven mainly by influencer partnerships as opposed to regular salon partnerships. The brand has made a big impression first in exclusive spaces like Goop’s super-loyal community, and now on the shelves in Sephora. Their strategy also focuses on creating simple products that work for a variety of hair types quickly, and much of their messaging revolves around creating a “ritual” that fosters customer loyalty. This approach resonates with young consumers, who are increasingly drawn to simple, effective beauty rituals that focus on long-term health and confidence. And despite brand loyalty reportedly declining (even YPulse data shows most young consumers are “loyal-ish”), Crown Affair is seeing 60% of customers returning for new releases. (BoF)
📊 YPulse data: 30% of 13-39-year-olds consider themselves “very loyal to brands”
