Crown Affair Overnight Repair Serum Launch

Led the go-to-market strategy for Crown Affair’s Overnight Repair Serum, the brand’s first hair treatment launch. I developed a 3-pillar messaging framework (Philosophy, Results, Ritual) to translate clinical efficacy into emotionally resonant storytelling and directed the 360 campaign across social, influencer, PR, email/SMS, and paid. Results: the brand’s best-performing launch — 3× revenue target, $4.6M EMV, 7.7% IG engagement, +38% MoM new customers, and WWD’s Hair Innovation of the Year.