Podcast Summary: Life with Marianna – "How Crown Affair is Building an Efficacious Brand: Founder Dianna Cohen on Lessons Learned, Balancing Growth with Creativity, and Cultivating Self-Care Rituals"
Release Date: November 5, 2024
Introduction
In this episode of Life with Marianna, host Marianna Hewitt welcomes Dianna Cohen, the founder of Crown Affair, to discuss the intricacies of building a successful beauty brand. Marianna expresses her admiration for Crown Affair's visually appealing products and effective formulations, setting the stage for an insightful conversation about brand development, product innovation, and personal well-being.
Diana's Background and Journey [00:00 – 03:48]
Dianna Cohen shares her decade-long journey in the beauty and consumer goods industry before launching Crown Affair. Raised in a small town in South Florida, Dianna attended NYU with aspirations of working at Vogue. However, the rise of the internet shifted her career trajectory towards digital-focused brands.
She recounts her early roles:
- Into the Gloss: Gained a passion for beauty while working in editorial production.
- Spring: Engaged in the early mobile shopping app landscape.
- Collaboration with Tamar Mellon: Helped launch Jimmy Choo's direct-to-consumer shoe line.
- Away: As the eighth employee at the luggage company, she learned valuable lessons in operations and inventory management.
- Lavitate Agency: Developed go-to-market strategies for brands like Harry’s, Outdoor Voices, and The Wing.
Notable Quote:
"I've always known that I've been addicted to being in environments where you have an impact and you see what you're doing." — [03:37]
Building Crown Affair: Lessons and Branding [03:48 – 07:08]
Dianna emphasizes the importance of assembling a talented team, likening it to forming an "Avengers team." Her experience at Away taught her the significance of a cohesive brand identity, including logo design, color schemes, and overall visual literacy. Collaborating with a creative director from her previous roles, Dianna meticulously crafted Crown Affair’s brand system to ensure consistency and appeal.
Notable Quote:
"If everything ended tomorrow, I'd be like, wow, that was the most amazing part. Can't believe I got to do this every day." — [02:41]
Product Philosophy and Highlights [15:48 – 25:52]
Diana delves into Crown Affair's product philosophy, prioritizing performance and efficacy. She critiques the overwhelming nature of the hair care market, focusing instead on simplifying routines and enhancing product usability. Crown Affair's offerings are designed to fit seamlessly into busy lifestyles, with innovative formulations that outperform traditional luxury salon brands.
Key Products Discussed:
- Dry Shampoo: Praised for its non-greasy formula that adds volume without buildup. Recognized early on by Sephora representatives as a standout product. [21:14]
- Hair Oil: A nutrient-packed formula that revives damaged hair, suitable for both styling and hydration.
- Hair Towel & Clips: Essential for maintaining hair health through air drying.
Notable Quotes:
"The biggest compliment of all time is when people say the product's even better than the packaging." — [15:48]
"Our conditioner does not fit on shelves. Like, things like that, you know, where you're like, oh, if only I knew all of this stuff before." — [06:41]
Brand Evolution and Retail Strategy [07:08 – 15:48]
Crown Affair's entry into Sephora was a strategic move that Diana had instinctively felt was the right path. She discusses the challenges and learnings from transitioning to a retail environment, such as visual merchandising and standing out among competitors. The brand drew inspiration from esteemed names like Chanel and seamlessly integrated this elegance into the vibrant and experiential Sephora space.
Notable Quote:
"I knew in my gut that if there was ever a retailer we were going to go with, it was Sephora." — [07:08]
Formulating Effective Products: Challenges and Innovations [24:40 – 26:15]
Dianna highlights the complexity of formulating hair care products, particularly surfactant systems. Crown Affair avoids harsh sulfates, opting for naturally derived alternatives that maintain hair health without overstripping. She emphasizes the importance of product efficacy and user experience, drawing parallels from skincare innovations to enhance hair care solutions.
Notable Quote:
"The priority is performance and efficacy. And then the challenge is, how do you make it better for you and make your hair healthier?" — [17:41]
The Importance of Foundational Hair Care [25:52 – 26:59]
Dianna stresses that excellent hair care starts with foundational products like shampoo and conditioner. These products set the stage for the effectiveness of styling and maintenance products. She likens shampoo to a cleanser and conditioner to a moisturizer, essential for maintaining a healthy scalp and hair fiber.
Notable Quote:
"If you don't use great things here, like the end result's not going to be as good as you want it to be." — [25:52]
Self-Care and Work-Life Balance as a Founder [28:26 – 35:05]
Balancing a demanding role as a founder with personal well-being is crucial for Dianna. She shares her morning rituals, including stretching, journaling, meditation, and creative practices through programs like The Artist's Way. Dianna emphasizes the transition from a "doing" mindset to one that values "being," fostering a sustainable and healthy work-life balance.
Notable Quotes:
"These things keep me together as a human." — [28:26]
"Taking care of myself or resting actually makes the doing part better." — [28:26]
"I'm a huge visualizer, and I also have a lot of mantras. It's what keeps you going and giving belief in yourself." — [35:05]
Advice for Aspiring Entrepreneurs [35:05 – 36:33]
Dianna offers valuable advice for those looking to start their own brands or pursue dream careers:
- Visualization and Mantras: Use mental practices to maintain belief and motivation.
- Start Small: Begin with manageable steps, even without a large platform.
- Consistency: Regular efforts lead to momentum and community support.
- Community Building: Engage with your audience early on to foster loyalty and support.
Notable Quote:
"Just start, even if it's a small little thing... people actually want to support what they're a part of creating." — [35:05]
Conclusion
The episode concludes with Dianna sharing her social media handles for listeners to follow her and Crown Affair. Marianna encourages listeners to subscribe and stay tuned for future episodes.
Key Takeaways
- Experience Matters: Dianna's extensive background in marketing and brand strategy was instrumental in building Crown Affair.
- Team Assembly: Building a talented and cohesive team is crucial for brand success.
- Product Innovation: Focusing on performance and user experience sets products apart in a saturated market.
- Brand Consistency: Maintaining a strong visual and brand identity helps in standing out retail spaces like Sephora.
- Self-Care is Essential: Founders must prioritize personal well-being to sustain their professional endeavors.
- Start and Persist: Aspiring entrepreneurs should begin with small steps and remain consistent to build momentum and community support.
Notable Quotes with Timestamps
- "I've always known that I've been addicted to being in environments where you have an impact and you see what you're doing." — Dianna Cohen, [03:37]
- "The biggest compliment of all time is when people say the product's even better than the packaging." — Dianna Cohen, [15:48]
- "If everything ended tomorrow, I'd be like, wow, that was the most amazing part. Can't believe I got to do this every day." — Dianna Cohen, [02:41]
- "Just start, even if it's a small little thing... people actually want to support what they're a part of creating." — Dianna Cohen, [35:05]
This comprehensive summary captures the essence of the conversation between Marianna Hewitt and Dianna Cohen, providing listeners with valuable insights into building a beauty brand, product development, and maintaining personal well-being as a founder.