About Diane

Diane Crecca Consulting (DCC) is a premier beauty and fragrance consulting firm, offering unparalleled expertise in fragrance development, sampling technologies, and sales strategy. With over 30 years of experience, Diane Crecca has built a reputation as a trusted advisor, helping brands navigate every stage of growth—from concept to market success—while always keeping a personal, creative touch at the heart of her work.

Diane’s career began at International Flavors & Fragrances (IFF), where she discovered her passion for fragrance and honed her olfactory expertise. Working closely with industry icons, including the Estée Lauder team, she gained firsthand knowledge of brand development, creative direction, and market positioning. Her journey continued at Avon and Revlon, where she played an integral role in introducing brands into the U.S. market, with a special focus on the artistry and storytelling behind fragrance.

Intrigued by the power of scent in brand engagement, Diane transitioned into fragrance sampling technologies—a field that would become one of her specialties. She joined Webcraft, a pioneering company in scented paper sampling, where she helped shape how brands connect with consumers through experiential fragrance marketing. When Webcraft was later acquired by Arcade Beauty, Diane took on the role of Senior Vice President, leading fragrance development, marketing, and sales for major beauty houses, including L’Oréal, Estée Lauder, Chanel, Christian Dior, and Givenchy. During this time, she honed her true passion for scent, which is at the core of her work. She also attended the prestigious Givaudan Perfume School in France, where she deepened her expertise as a "nose."

At DCC, Diane blends her deep industry knowledge with an insightful, hands-on approach to consulting. She understands that fragrance is both a science and an art, a product that must perform technically while evoking deep emotional connections. Whether she’s developing a signature scent, refining sampling strategies, or strengthening sales teams, Diane helps brands bring their vision to life with creativity, expertise, and a personal touch.

With a career built on passion, relationships, and innovation, Diane remains dedicated to helping beauty and fragrance brands stand out in an ever-evolving marketplace.