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:

• ACTUAL Data Driven Creative
• Scale Your Beauty Brand Without Wasted Spend
• Bellissima
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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