MECCA brings Crown Affair to New Zealand

Written by: Angie Fredatovich

Get ready, New Zealand! MECCA is set to unveil the arrival of premium haircare brand, Crown Affair, on Tuesday 2 April 2024. Bringing a new level of luxury to the rapidly expanding haircare category at MECCA, this exciting new partnership caters to the exceptional growth in demand and consumer focus on at-home hair remedies and routines. 

Crown Affair combines luxury, sustainability, and ingredient-conscious formulations to create a space where aspirations and reality go hand in hand. Crown Affair is all about building a routine to love and enjoy, that you’re proud to display and feels far from a chore. 

Crown Affair Founder and CEO Dianna Cohen says “For me, haircare is a daily practice, a part of being well and caring for myself. But after years of conversations, I realised it was much more frustrating than relaxing for so many people in my life. So, I decided to create a new kind of haircare brand – one with clean ingredients, effective formulations, and beautiful handmade tools you’ll look forward to using every day”.

At the heart of Crown Affair lies a commitment to simplicity—the “no-makeup makeup approach to hair,” as Dianna puts it, “simply enhancing what you have.” All formulations and designs are brought to life using the best quality ingredients and the most experienced makers and scientists from across the globe. Formulations work to restore the hair’s natural balance so it can look and feel its best all the time, while the tools are made to last the test of time.

The launch of Crown Affair at MECCA means customers who shop both in-store and online will have access to the brand’s best-sellers, including a brush-applied dry shampoo, calming scalp serum, The Ritual shampoo & conditioner and accessories you’ll be proud to have sitting on your vanity:

So, prepare to crown your locks with luxury and let your hair reign supreme with Crown Affair at MECCA—where every strand gets the royal treatment.

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Undertaking the creation and management of an event this ambitious is no mean feat, as I am sure ADW Director Jen Jones would tell you. Having worked in the design and project management industry for over 10 years, Jones has a unique appreciation of Auckland’s strengths and weaknesses. 

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