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Perpetual Traffic

[Case Study]: 5 Steps to High-Converting On-Brand Beauty & Wellness Ads

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.8 • 849 Ratings

🗓️ 20 May 2025

⏱️ 42 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Ralph Burns and Lauren Schwartz return for the third installment of the Beauty Brand Scaling Series—and it’s their most tactical one yet. They pull back the curtain on the exact creative strategies that consistently scale 7- and 8-figure beauty brands. You’ll hear how brands fall into the trap of choosing aesthetics over performance—and why that’s costing them real revenue. Ralph breaks down why creative is the biggest gear in Tier 11’s conversion engine, while Lauren shares how their system blends brand consistency with ROI-driven ad execution. This isn’t theory—it’s the framework that’s actively transforming campaigns right now. If you’re in beauty, ecommerce, or just hungry for creative that actually converts, this episode is your blueprint.

Chapters:

  • 00:00:00 – Kicking Things Off: Why This Episode Will Shift Your Beauty Brand Mindset
  • 00:00:46 – Meet the Creative Powerhouse Behind the Beauty Scaling Breakthrough
  • 00:01:09 – Why Creative Isn’t Just Important—It’s the Core of Media Buying Success
  • 00:02:04 – Beauty Brands Are Struggling… Here’s What They’re Doing Wrong
  • 00:05:42 – How One Beauty Brand Went from 'Pretty' to Profitable
  • 00:07:54 – Are Your Ads Speaking to Real Pain Points or Just Looking Cute?
  • 00:17:53 – Cracking the Code for Curly Hair: One Creative Doesn’t Fit All
  • 00:20:34 – Want Better Ads? Start by Knowing What Your Customer Hates
  • 00:21:25 – Stop Guessing—Here’s How Winning Creatives Actually Evolve
  • 00:22:40 – The Creator Choice That Can Make or Break Your Brand’s Trust
  • 00:24:04 – Before & After That Converts: The Secret to Visual Storytelling
  • 00:26:08 – Text Overlays & Proof: The Subtle Art of Scrolling-Stopping Credibility
  • 00:33:17 – If Your Website Doesn’t Convert, Your Ads Are Wasted—Here’s the Fix
  • 00:37:26 – Wrap Up: What This Case Study Reveals About Scaling Smart in 2025

LINKS AND RESOURCES:


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Transcript

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0:00.0

You're listening to Perpetual Traffic.

0:09.0

Hello and welcome to the Perpetual Traffic podcast.

0:13.0

This is your host, Ralph Burns, founder and CEO of Tier 11 alongside the greatest.

0:20.0

The goat, the goat of creative.

0:22.8

I'm your hype person, like, all like for this show,

0:27.2

because I actually do think you, like we actually spent the last hour

0:31.3

dissecting what it is that you do and it makes me realize even more so

0:36.5

that you are the goat of all things creative.

0:40.9

So anyway, people love that when I totally hype up our guests,

0:44.3

or especially people within Tier 11.

0:46.1

So coming back to the show today, obviously, is Lauren Schwartz,

0:49.8

creative director, extraordinaire at Tier 11.

0:52.3

Welcome back to perpetual traffic for episode number three

0:55.3

on how to scale your beauty brand. Yes. Thank you. Glad to be here. That's right. That's right.

1:02.6

The other thing is like, you know, if I can to like pump you up with confidence, you're like,

1:06.0

it's a better show because you're like, yeah, I am the goat, damn it. So today we're going to show why I actually think that way and why our two companies merged nearly a year ago.

1:18.6

And it's been great because that's, I always sort of felt like we were really good at creative.

1:23.6

I was like, oh, we're really good.

1:25.6

Like we know the creative is the biggest thing that's going

1:29.3

to drive media buying. You know, take out like Google pay-per-click and that kind of stuff.

1:34.6

But anything that's top of funnel, TikTok, YouTube, meta, Google displayed a certain degree,

1:41.0

all of that is the biggest gear in what we refer to as the conversion engine. If you

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