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Perpetual Traffic

How The Top Beauty Brands Turn Online Trends into Advertising Performance

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.8 • 849 Ratings

🗓️ 18 April 2025

⏱️ 30 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Ralph reunites with paid media creative expert Lauren Schwartz for Part 2 of their deep dive into what makes beauty brand creatives truly perform. Lauren, founder of The Loft 325, unpacks how her team leverages emerging trends—like food-inspired visuals and creator authenticity—to build content that doesn’t just look pretty, but sells. From Hailey Bieber’s strawberry face trend to Halloween-ready lash looks and Cinnamon Toast Crunch-inspired lip gloss campaigns, Lauren shares real-world strategies and creative psychology that drive ROI. If you're a growth-minded entrepreneur craving tangible takeaways on trend-driven, authentic marketing that doesn’t feel like an ad, this episode is your masterclass.

Chapters:

  • 00:00:00 – Kicking Off with Ralph & Lauren: The Creative Duo Returns
  • 00:00:29 – Why Beauty Brands Are Breaking the Mold
  • 00:02:20 – Trends That Sell: What’s Hot (and Actually Works)
  • 00:05:25 – The Secret Sauce: Marrying Trends with Conversion-Driven Creative
  • 00:09:01 – Real Results: How Lily Lashes Nailed Halloween with Simplicity
  • 00:11:26 – Influencers or Actors? The Truth About Authentic Ads
  • 00:13:50 – Behind the Scenes: How Content Creators Are Chosen and Coached
  • 00:18:59 – Why Food, Feelings & Lip Gloss Make the Perfect Ad
  • 00:27:13 – What’s Next: More Beauty, More Strategy, More Real Talk

LINKS AND RESOURCES:


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Transcript

Click on a timestamp to play from that location

0:00.0

You're listening to Perpetual Traffic.

0:10.7

Hello and welcome to the Retrial Traffic podcast.

0:13.8

This is your host, Ralph Burns, founder and CEO of Tier 11, alongside our amazing Lauren Schwartz,

0:21.6

not Lauren Petrillo, the other Lauren,

0:25.6

the actual Lauren, not L.P. Lauren, but Lauren Schwartz Lauren today

0:30.6

for part two of our series on beauty brands and creative,

0:36.6

which so far people are loving these episodes because

0:42.1

it's not something we've ever really talked about before, which is really going deep on

0:47.5

creative. And one of the coolest things I think about us working together is before Tier 11 and Loft 325 came together

0:57.4

is that we were huge fans of your socials. And so much of the stuff that you do, just as Lauren

1:04.1

Schwartz also was the Loft 325, is really tactical because like we always talk about here on the show,

1:12.1

it's like you're doing this every single day. You're still involved. Like you're still doing strategy. Like you were supposed to be

1:16.7

at one of our clients today doing this. And it's not hypothetical. It's not like something that

1:22.5

you're making up or like this. You know how it is. Like info products, like everyone teaches it, but nobody actually does it and just like makes

1:29.5

money on that.

1:30.3

But you're actually doing it and you're still involved and you love doing it.

1:33.9

And obviously the beauty and wellness space is an area that we're pretty darn good at.

1:39.2

And I think this is, but it's a hard one to really crack the code on when it comes to creative.

1:45.4

And I think in our first episode, we talked a little bit about that, just working with

1:49.2

creatives just in general. If you haven't listened to that episode, go back and we will

1:53.2

leave links in the show notes over at perpetual traffic.com. Of course, watch it over at YouTube.

1:57.2

Today, we actually are going to be doing some screen sharing and some show and tell here of how

...

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