You're listening to Perpetual Traffic.

Hello and welcome to the Perpetual Traffic podcast. This is your host Ralph Burns, founder, and CEO of Tier 11, alongside the amazing, the talented, the goat of all things online created. You know the goat

isn't like a derogatory term, by the way, Lauren. No, I do know that, yes. Anyway, we've got

Lauren back for the fourth in a series of episodes here on the beauty industry and her expertise and the team's expertise

at Tier 11. They're part of Tier 11. Lauren ran Loss 325 for years and years, and a huge

specialty was obviously in the beauty space. And we've since joined forces as of maybe less than a year ago.

And so we're doing this whole series here for beauty brands, beauty and wellness brands,

because it's an area that we feel that creative especially is, I would say in this industry

almost more so than any other, it's the most important element

of growing and scaling a beauty brand online. Is that safe to assume that in your experience?

Yes, definitely. Creative is super important when it comes to beauty.

There's like there's the brandings.

Just the fact that you're in beauty, there is a certain aesthetic element that has to,

like you have to check that box.

Like your brand has to look really good.

I mean, because obviously you're improving people's either wellness or their beauty,

the way they look, the way they feel about themselves.

So the creative has got to be spot on. But it's not all about branding. It's all about branding plus converting at the same time, especially if you are doing a lot of things that we're

going to be talking about here and that we talked about in the previous episode, which will leave

links to that show in the show notes over at perpetual traffic.com. If you haven't listened to that,

definitely put that on your listen to list on Spotify or Apple Podcasts. So, but today we're going to go

through something that we refer to as the beauty scale system. That's kind of the big system

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