DTC Podcast Ep 550: Ad Library Teardown – Crown Affair’s Ritual-Driven Growth Strategy

Date: October 10, 2025
Hosts: Eric (A), Abes (B)
Podcast: DTC Newsletter and Podcast
Episode Focus: A detailed brand and ad strategy breakdown of Crown Affair, a premium haircare DTC brand, examining what drives their growth, aesthetic, and customer acquisition successes.

Episode Overview

This episode kicks off a new “live brand breakdown” format, diving into the DTC darling Crown Affair’s approach to digital strategy, web experience, ad mixes, and overall branding. Eric and Abes give an unscripted, hands-on teardown of Crown Affair’s website, ad library, and social, exploring how the brand leverages rituals as a central narrative for growth.

Key Discussion Points, Insights & Tactics

1. Personal Disclaimer & Bias

• Abes discloses she is a Crown Affair customer but hasn’t used the products yet, emphasizing her review is both as an interested consumer and a marketer. [03:58]

2. Website First Impressions (03:58–07:14)

• Accessibility Issues:

  • The homepage lacks clarity for new visitors, especially “what the heck is a three course ritual for your hair?” (03:58, B)
  • White text on light backgrounds makes readability a challenge.
  • Above-the-fold imagery is described as visually ambiguous (“looks like a mushroom”), making it difficult for new users to understand what’s being sold.

• Brand Positioning:

  • “Ritual” is heavily emphasized as a brand pillar.
  • Eric highlights the classic “wash, rinse, repeat” adage, noting how successful ritual-driven messaging can be:

    “That’s the cardinal rule of hair care, which was you doubled sales by saying wash, rinse, and repeat, by adding and repeat.” (05:11, A)

  • Abes suggests tying “ritual” directly to a benefit (“healthy hair for your ritual”) would improve conversion.

• Aesthetic & Imagery:

  • Consistent, beautiful, and “aspirational” visuals below the fold show healthy, silky hair and products in real-life settings (“my nightstand”).

3. Ad Library Teardown (07:14–13:30)

• Channel & Content Mix:

  • Crown Affair blends creator-generated content (CGC), customer testimonials, and press reviews, balancing aspirational and accessible angles.
  • “There is a mixture of CGC content, some very branded testimonials, [and] a ton of press reviews with very branded photography.” (07:53, B)
  • Allure beauty badge ads trigger Abes’ own experience purchasing.

• Hero SKU Focus:

  • The dry shampoo product, applied as a powder with a brush (not a spray), is featured as their main acquisition tool.
  • “They’re really leaning into the visual differences with this…a differentiator.” (09:03, B)
  • Ads drive traffic to both DTC and retail (Sephora), leveraging retail partnerships for social proof.

• Acquisition vs. Brand Play:

  • Focus on accessible SKUs for acquisition rather than selling complex multi-step routines immediately.
  • “It is really cool to see a probably fine-tuned strategy. I would bet this product is an easy acquisition win for them.” (09:44, B)

• Ad Personalization:

  • Broad appeal: variety of hair types and inclusive messaging. UGC features diverse real users.
  • Less founder-led content at the ad level, compared to deeper retention/CRM streams.

4. Ritual as Strategic Anchor (12:23–13:55)

• The “ritual” language invites customers to create a personalized set of habits and buy more than a single SKU.

• “They’re like referencing building your own ritual, which I think is really important.” (12:32, B)

• Allows for flexible product combinations—towels, brushes, oils—not just hair wash products.

• Editorial, Lifestyle Positioning:

  • “Crown Affair leans into deeply editorial, almost media brand aesthetic. Every product is part of a ritual rather than a routine. Think glossier for hair.” (13:30, A, paraphrasing research)
  • Persona targeting: Brand speaks to intentional, “mature” consumers ready to invest in self-care habits vs. teenagers ("Glossier comparison").

5. Bundle Strategy & Conversion Funnel (15:34–17:18)

• Ads drive to a “bundle builder” landing page:
  • "Craft your hair care ritual. Get 15% off…" (15:34, A)
  • Flexible, user-driven bundles avoid rigid, prescribed kits.
• Discussion on when to use bundle builders vs. in-cart upsells based on AOV and product logic.
  • “You really have to make the distinction…is someone reasonably going to purchase that or is the route get someone to purchase it because the AOV is quite high…” (16:08, B)

6. Social & Community: Beyond the Aesthetic Grid (17:18–19:19)

• Instagram feed is praised for beauty but hosts question the value of obsessing over “the grid”:
  • “If your focus is trying to like curate a beautiful aesthetic grid, you’re missing out. You’ve got to go deeper with how you engage.” (03:37, A; 18:05, A paraphrased)
  • Brands are moving toward sharing broader lifestyle “rituals” (e.g., breakfast plates, workouts), connecting with fans on rituals beyond just hair care.
• Building true community now requires showing lifestyle context, not just pristine product shots.

7. Notable Quotes & Memorable Moments

• On Not Caring About Being Perceived as Cringe:

  “I would rather do stuff, have a good time, than be nervous about people perceiving me as cringe... looking stupid is like a precursor to having fun also.” – Abes, [02:14]

• On Ritual as Growth Lever:

  “The idea of building a ritual around something so you’re kind of speaking to people who take hair care seriously.” – Abes, [13:55]

• On Ad Content Mix:

  “Creator content representing kind of more organic, accessible, and then really aspirational stuff… always a really good sign to see in any ad library.” – Abes, [07:53]

• On Sephora Partnership as Social Proof:

  “…if you just get the shelf space in Sephora, it already gives you some social proof which is really cool.” – Abes, [10:42]

• On Community Building:

  “To build actual community on your organic channels right now is about doing… other instances of building rituals and showing up in a consistent way.” – Abes, [18:05]

Timestamps for Key Segments

• 03:58 – Crown Affair website first impressions and branding critique
• 05:48 – Positioning ritual vs. benefit, importance of clarity
• 07:14 – Ad library teardown; formats and messaging
• 09:03 – Dry shampoo as hero SKU; acquisition strategy
• 10:42 – Retail partnership with Sephora as quality signal
• 12:32 – Encouraging “build your own ritual” as flexible approach
• 13:55 – Editorial positioning: Glossier for hair; persona focus
• 15:34 – Bundle builder landing page; strategy and conversion
• 18:05 – Instagram/lifestyle content as community builder

Conclusion & Takeaways

• Crown Affair’s Success:

  • Built on ritual-driven messaging, flexible product bundling, and stunning yet accessible lifestyle branding.
  • Effective ad mix: Balancing UGC, testimonials, and premium press reviews.
  • Smart retail integration (Sephora) enhances credibility and reach.

• Opportunities:

  • Clearer messaging for new visitors, especially for non-initiated digital audiences.
  • Continue diversifying social beyond pure product aesthetics for deeper engagement.

• Podcast Format Evolution:

  • Hosts tease future live breakdowns, invite brand submissions, and highlight the value of honest, unscripted teardowns.

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