You wanted to hear from the top DTC founders, so Nik wrangled up one of the top minds he could find in the biz for you— Dianna Cohen, the mastermind behind Crown Affair.
Dianna breaks down what contributed to the massive success of her haircare company and chats with Nik about the importance of building a strong brand story. She explains how DTC success isn’t a big bang, but a slow burn. Have too many DTC founders traded in instant gratification for patience and slow growth?
She also chats about *that* Met Gala Doja Cat moment, and explains the value of great partnerships and distribution. Which celebrity brands does Dianna think are enough to give Crown Affair a run for their money? And why are patience and time the two secret ingredients for growing a successful DTC?
You won’t want to miss this jam-packed ep with one of the brightest minds in the industry.
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00:01:53 - Founder of Crown Affair Shares Journey
00:10:09 - Crown Affair's Growth and Revenue
00:12:11 - Hair Care: A Skincare Approach
00:16:20 - Building Exceptional Hair Care Products
00:20:45 - Brand Pillars: Visual Literacy and Storytelling
00:26:22 - Brand Success Requires Patience and Time
00:30:57 - Brand Building Essentials
00:40:20 - Exclusive Sephora Partnership Drives Growth
00:43:38 - Navigating Retail Partnerships for Success
00:47:41 - Optimizing Reviews for Better Marketing
00:49:11 - Building Communities in the Beauty Industry
00:51:17 - Celebrity Brands: Success vs. Failure
00:54:27 - Underpriced Attention in Brand Marketing
00:57:45 - Diana Cohen's Free Mentorship Program
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