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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volunteer_activism ADVICE
Working with Creatives
Guide creative criticism constructively, focusing on specific directions.
Help creatives interpret vague feedback and turn it into actionable improvements.
volunteer_activism ADVICE
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.
question_answer ANECDOTE
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.
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Ralph and Lauren P. sit down with Tier 11’s Creative Director, Lauren Schwartz—formerly of The Loft 325—to unpack what truly drives high-performing ad creative in the premium beauty and wellness space. Drawing from years of experience and countless tests across major ad platforms, Lauren reveals why most brands are getting creative wrong and how to shift from “pretty” to “profitable.” From bridging the communication gap with design teams to using data to override subjective bias, this episode delivers actionable strategies to help CMOs, creative directors, and brand owners finally align aesthetics with ROI. If you’re ready to stop wasting ad spend and start scaling smart, this episode is your new playbook.
Chapters:
00:00:00 - Kicking Things Off: Welcome to Perpetual Traffic
00:00:43 - Why Creative Is the Secret Weapon in Modern Marketing
00:02:21 - Meet Lauren Schwartz: The Creative Brain Behind the Conversions
00:04:42 - Cracking the Code on Creative Teams (Without Losing Your Mind)
00:08:26 - “I Just Don’t Like It”: Turning Vague Feedback into Winning Ads
00:20:22 - Brand vs. Performance: Who Wins and Why It Matters
00:24:22 - The Lip Gloss That Crushed It: How Raw Content Drives Real Sales
00:29:19 - Luxe Meets Lo-Fi: Finding the Sweet Spot for Scalable Ads
00:32:06 - How to Sell a Look (and Skyrocket Your AOV)
00:35:35 - Smart Creative for Beauty Brands That Actually Moves Product
00:38:04 - Stop Selling Products—Start Telling Stories That Convert
00:45:30 - Wrapping Up: What’s Next in the Creative Series
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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