Website First Look: Above-the-Fold Clarity Issues

Aves critiques Crown Affair's homepage, questioning the 'three-course ritual' phrasing and visual clarity for newcomers.

Transcript

chevron_right

Play full episode

chevron_right

Transcript

Episode notes

Subscribe to DTC Newsletter - https://dtcnews.link/signup

In this special edition of the DTC Podcast, we break down Crown Affair’s ad strategy, creative execution, and landing page experience. Hosted by Eric Dyck and joined by Aves, this teardown focuses on how the brand has scaled through a hero SKU, clean branding, and a ritual-based narrative that resonates with a premium beauty audience.

What You’ll Learn in This Episode

✔️ How Crown Affair uses a dry shampoo hero product to drive acquisition

✔️ Why the “ritual” brand positioning allows flexibility in product education and bundling

✔️ The importance of top-of-funnel clarity — and where their website messaging could improve

✔️ What makes their ad creative mix so effective (UGC, press badges, branded visuals)

✔️ Why they run retail-focused ads (Sephora) alongside DTC

✔️ How Instagram lifestyle content supports their ritual narrative

✔️ Tactical insights on bundle builders vs. in-cart upsells

Best Moments in the Episode

Breakdown of their “Crown” pun, brand aesthetic, and above-the-fold critiques
Why clean branding can still confuse users without contextual clarity
What makes their ad messaging tactile and emotionally resonant
How running to a dry shampoo SKU helps educate while differentiating
Thoughts on Instagram strategy beyond the grid: sell the lifestyle, not just the product
The risks and rewards of running top-of-funnel campaigns to retail stores

Why It Matters for DTC Operators

Crown Affair shows how premium brands can scale with clarity + ritual. By focusing on fewer SKUs, tighter messaging, and a flexible customer ritual, they’ve found a formula that blends high aesthetic with real-world traction. If you’re running a beauty, wellness, or ritual-based brand — this episode will show you where strategy meets execution.

Timestamps

00:00 – Intro: Crown Affair Live Brand Breakdown

02:00 – Why You Should Listen to Adventurous

04:00 – Website Audit: What’s a Three-Course Ritual for Hair?

08:00 – Ad Library Review: UGC vs. Branded Content

12:00 – Founder-Led Storytelling & The “Ritual” Concept

15:00 – The Glossier Comparison and Brand Persona

17:00 – Bundle Builders, AOV Strategy, and Upsells

18:00 – Instagram Strategy: Rituals Beyond Aesthetics

20:00 – Final Thoughts and Call for Brand Suggestions

Hashtags

#DTCPodcast #AKNF #CrownAffair #AdLibrary #BeautyMarketing #BrandBreakdown #HaircareBrand #EcommerceStrategy #AdCreative #DTCBrands