Perpetual Traffic How To Tariff-Proof Your Beauty & Wellness Brand with Lauren Schwartz
May 6, 2025
Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, dives into the tough landscape facing beauty and wellness brands in 2025. She discusses how to navigate staggering tariffs of up to 145% while maintaining product integrity. Authentic advertising is key, utilizing founder stories and behind-the-scenes content to build trust. Lauren also shares effective retention strategies and the importance of transparency in pricing, providing practical tactics for brands to thrive amidst uncertainty.
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Tariff Impact on Beauty Costs
- Tariffs up to 145% are escalating costs in beauty and wellness, affecting products, ingredients, and packaging.
- Brands must anticipate raising prices or shifting messaging to customers about these unavoidable increases.
Use Honest Tariff Communication
- Be honest with your customers about tariff challenges using transparent, relatable messaging.
- Address potential price increases openly to maintain trust and avoid scaring customers away.
Authentic Behind-the-Scenes Content
- Use authentic, behind-the-scenes content featuring your team to communicate tariff impacts.
- Raw and organic messaging resonates well and reinforces connection despite price challenges.