Perpetual Traffic Beauty & Wellness Brands: How to Crush Your Creative with Lauren Schwartz
Apr 15, 2025
In this discussion, Lauren Schwartz, Creative Director at Tier 11 and ex-The Loft 325, shares her insights on effective marketing in the beauty and wellness space. She highlights the importance of bridging communication gaps between clients and creative teams to produce profitable ads. Schwartz emphasizes using data over subjective opinions, advocating for authentic storytelling that resonates with consumers. She also discusses how dynamic visuals and strategic bundling can significantly boost sales, redefining success in a crowded market.
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Working with Creatives
- Guide creative criticism constructively, focusing on specific directions.
- Help creatives interpret vague feedback and turn it into actionable improvements.
Handling Vague Feedback
- Ask probing questions to understand client preferences when they say "I don't like it."
- Focus on specifics like layout, colors, fonts, or imagery to guide revisions.
Ximena's Communication Strategy
- Lauren Petrullo shares how Ximena, a creative, improved communication by providing PDFs and Loom videos explaining design choices.
- This approach shifted feedback from subjective opinions to objective rationale.