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!

Mentioned in this episode:

Unbounce – Code PT10off

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READ THE TRANSCRIPT:

[Case Study]: 5 Steps to High-Converting On-Brand Beauty & Wellness Ads

Ralph: [00:00:00] Hello and welcome to the Perpetual Traffic Podcast. This is your host, Ralph Burns, founder and CEO of Tier 11. Alongside the greatest, the goat. The goat of creative. I’m your hype person. Yeah. Like all, like for this show. ’cause I actually do think you, like, we actually spent the last hour Dissecting what it is that you do, and it makes me realize even more so that you are the goat of all crea, all things creative. So anyway, people love that when I totally hype up our guests, or especially people within tier 11. So coming back to the show today, obviously is Lauren Schwartz, creative director extraordinaire at tier 11.

Ralph: Welcome back to Perpetual Traffic for episode number three on how to scale your beauty brand.

Lauren: Yes. Thank you. [00:01:00] Glad to be here. That’s

Ralph: right. That’s right. The other thing is like, you know, if I could like pump you up with confidence, you’re like, it’s a better show. ’cause you’re like, yeah, I’m the goat, dammit.

Ralph: Um, so today we’re gonna show why I actually think that way and. Why our two companies merged, nearly a year ago. Mm-hmm. Uh, and it’s been great because that’s, I always sort of felt like we were really good at creative. I was like, we’re really good. Like we know that creative is the biggest thing that’s gonna drive media buying, you know, take out like.

Ralph: Google pay per click and that kind of stuff. But anything that’s top of funnel, TikTok, YouTube, meta, Google displayed to a certain degree, all of that is the biggest gear in what we refer to as the conversion engine. If you don’t know what the conversion engine is, head on over to two eleven.com.

Ralph: Obviously see exactly what it is, but the biggest gear in that machine is creative. And I was like, well, we’re pretty good at that because we were, and until we started working with you guys, I’m like, oh. [00:02:00] I guess we’re not that good. cause you’re like next level. So the thing about your stuff, I think, which is very cool, we’ll go into this in our beauty scale system that we’re gonna reveal here for the very first time is consistency with brand, but also performance.

Ralph: And it’s not one or the other. You can have both. And I think a lot of beauty brands specifically think, oh well I need brand, I need my ads to look pretty. But then what about performance? ’cause when you spend a dollar, you wanna make a return on that, whether it’s through media efficiency ratio, roas. You know, obviously N CAC is the big number that we talk about here at cost to acquire a new customer.

Ralph: But you guys do that so well, and you do it in a way so that you maintain the brand consistency, but also. Draw that performance side, is that sort of that’s the platform that you used in order to get your business to a level where it’s like, we at tier 11 were jealous of all the stuff that you guys were [00:03:00] doing.

Ralph: So it’s safe to say, like that’s always sort of going on in your head.

Lauren: Yeah, definitely. I think that’s always, again, like you said, it’s the biggest thing I think that brands struggle with is brand. Yeah. Brand consistency. Making sure that the message is clear, not only through website socials, but also through paid ads.

Lauren: and just elevating that creative and making sure that everything is still aligned, but also is, you know.

Ralph: And we’ve talked to a lot of beauty brands just in the last couple of weeks, specifically me and you on like discovery calls, and that’s the biggest thing that people have a problem with is that they. They think like there was a time when you could just throw anything out there and it would convert back in the early days of Facebook.

Ralph: And we sort of found that, ’cause we, you know, our media buyers used to do all the creative, like I would do the creative with the media buying. ’cause creative wasn’t really that important because the platforms were new, but now it’s even more so to [00:04:00] be able to differentiate, show your unique mechanism, the thing that makes you different in a space that there is.

Ralph: Like literally millions of competitors in the beauty space. Just in general. We’re gonna be talking about one here today. That is a niche of a niche of a niche sort of in a lot of ways. And, but there’s still a lot of competition, like Deadly competition talking with their founder a couple of weeks back, it’s like, yeah, we’ve maintained.

Ralph: A unique position in the market, but still cheaper products are coming on the market. We have to differentiate from a brand standpoint, and that’s what creates the loyalty as opposed to buying it once and then, buying the, cheap knockoff later on, on Amazon. So getting that upfront is not just a need, like nice to have.

Ralph: Now it’s a need to have. In my opinion. So let’s get into this here today. And we’re gonna do some screen sharing of some of the work that Lauren and her team has done, you know, with tier 11 [00:05:00] as and prior to tier 11 as well. And we’ll even scroll through the way back machine, kind of what you guys did on the, after the click side too, because that was important to maintain that consistency of what’s being put out there, top of funnel.

Ralph: Also in their ads, and then having that message be consistent on the site itself. so we’re gonna do a screen share today. If you’re listening to this, you’re walking the dog. A lot of people walk their dogs and they listen to perpetual traffic. I don’t know why that is. but that’s what we hear. definitely check this out over@perpetualtraffic.com slash YouTube.

Ralph: If you’re not subscribed, you’re gonna be subscribed automatically when you go on that link anyway. So that’s sort of the devilish little trick that we pull on people. the point is, is that. You’ll get more out of this by seeing this visually. So let’s talk about some of the stuff that you’ve done here and just kind of give people an overview of maybe what things looked like before and now what you’re doing today, with this particular product.

Ralph: We can name them by their brand name because.[00:06:00]

Lauren: Awesome. Okay. So when Bima first came to us, they just had this one piece of creative that showed, , someone using the product, showing the before state after state and just how to use the product. But really there was not a lot to it. So really it was just a simple creative that, that they came in with.

Lauren: And then as we started working with them, we were like, okay, this is, it’s a great video. It really shows again that, you know, before and after state. But what exactly is the problem here? Like, what are you trying to showcase? is it that you have frizzy hair?

Lauren: Is it that your curls aren’t defined? Like, what exactly is it that, we’re trying to go, go with? So from there we took their top performing creative and we really started working with them on, okay, what, what exactly is the message here? So taking the same exact creative, we [00:07:00] added in, some copy of hair diffusers.

Lauren: Kind of out with the old, how it was, this kind of product. And then really just defining like what it is exactly that, that this product does better. So the old diffusers damage your hair, whereas this new diffuser is a two in one. It’s a diffuser and a dryer. So it really helps, define those curls.

Lauren: But it also helps dry your hair and it also helps with frizz technology. So like obviously the biggest pain point for. With curly hair is that your curls aren’t defined. You have frizzy hair, you have frizzy curly hair. It’s really poofy. And so this product specifically does the opposite of all of that.

Lauren: And so really we kind of tried to show like what exactly This product does with their top performing creative. So that was kind of like the first round of, where we were going, trying to figure out which product is working.

Ralph: And the funny thing is, is with that, it’s like if you’re not watching, I recommend that you do watch [00:08:00] this.

Ralph: Like these are super simple examples. These are 15 second ads, all video. And all you really did is you highlighted the important potential pan, like underlying pain points, which are. Hairs, the curls aren’t defined right, and your hair is too poofy. , Those are sort of the underlying, like, you know, that those are the issues that this particular demographic, this woman, girls with curly hair, I think you said that on a call this week.

Ralph: that’s what their main problem is, and it’s the same video that they had before. It seems like it’s basically the same video footage that you’re repurposing

Lauren: the exact same video. So yeah, it was just taking what was already working and then just. Pulling out those layers of the pain points of, okay, what exactly do people with curly hair have issues with?

Lauren: They have issues with friz and they have issues with not having defined curls. So that was just kind of like the two main pain points [00:09:00] that we, started working with. And from there, going more into, diverse, creative and just trying to understand, okay. So we kind of pulled that out a little bit.

Lauren: So now we have. for the curly girlies. So calling them out specifically like you have curly hair, this is what you need. So it’s just a static image of the product highlighted, calling out, the girls who need to use this, it’s a two in one diffuser with an hair dryer, and then get the right diffuser for your hair.

Lauren: Literally, this was it. All of the things, put it into one static ad, and this ad is actually still running and it’s one of our top performers to this day. So a year and a half later, it’s like still one of our top performers. So again, we need to call out like who specifically we’re trying to target here, which is curly haired girls.

Lauren: So really that was again, like kind of taking down all these different levels here

Ralph: So let me just before you go on to the next thing, like this is usually what [00:10:00] happens when people are like, well, this is just like so obvious, but it’s not that obvious. So I wanna call out a couple things.

Ralph: First off, you did the obvious thing in your mind, which isn’t so obvious. It’s like, my dad used to say this. It’s like common sense son. Ain’t that common. So you took their best performing ad. Today it was performing well. It was their best performer. You made it better by simple adjustments, and all you’re really doing is underscoring in that video.

Ralph: It’s a 15 second video. If you’re a beauty brand, watch this over on YouTube, perpetual traffic.com/youtube. Look for this episode. The point is, is that. It’s a simple, simple ad. This is the biggest thing that people come to us with. It’s like, we have an ad, but we don’t really know what to do next. Well, what’s the pain point of the audience?

Ralph: You said a couple of different things, like you just sort of say, well, this is it. Well, it’s not that obvious. Sometimes you have to actually know who your avatar is and your [00:11:00] avatar is not. But then specifically, we’ll get to that in a second, but what their pain point is I wouldn’t know anything about this.

Ralph: I don’t have curly hair. I’m not a. The hair thing. I don’t even wanna talk about the hair thing. But anyway, fizziness and not defined curls, like those are the two problems. I mean, we’re not, unraveling the human genome hair by any stretch. You know, we’re not splitting the atom, but we are, we are calling out the problems that this demographic has and.

Ralph: Having it as a two in one is sort of their unique mechanism is sort of what I’m getting here. It’s like, all right, you can get, reduce the fizziness, you can get better defined curls, which they were doing on their site with sort of the before and after thing, which we’ll show in just a second.

Ralph: You guys did it a lot more with video, and that’s kind of the way that it works now. But that is the key, is you took their best creative, I’m gonna say this again because. Nobody was listening the first time is that you took the best [00:12:00] creative and all you did is you just made it better. You called it out with really simple stuff for those pain points.

Ralph: And that’s oftentimes all it is, ladies and gentlemen, to get that next level. And if you’ve got something that works great, figure out why. But then you need to know your avatar. You know what their pain points and desires are, first and foremost.

Lauren: Right, exactly. it’s simple in my mind, in my mind, but like you said, it’s not simple to everybody else.

Lauren: that’s, I think what I always tell a lot of brands when we first start with them is that with your creative is if there’s a creative that’s working, there’s a reason it’s working. So we need to understand why it’s working and then like you said, how can we make it better? And so really it was just, it’s just an evolution of where they started.

Lauren: already having a really top performing creative. We already know what the pain points are and now let’s just elevate it from there. It doesn’t have to be crazy, scientific, high performant, like [00:13:00] high production things. It’s just really, it’s messaging honestly is you already have the video and assets.

Lauren: Now we just need to find what the messaging is and how do we kind of pull that in. Kind of moving on from the evolution of, okay, we know again, like they, it’s the curl curly hair. Girls, they’re struggling with defined curls. They have f fizziness. They want a product where it’s all in one. it diffuses your hair and dries it at the same time.

Ralph: And stupid question for you. Does a diffuser on its own actually dry, or is it just diffuse? is that two in one? Is that a super unique mechanism?

Lauren: Yeah, so usually you have to buy a separate piece for your blow dryer, and so you have to put it onto the blow dryer.

Lauren: Right. In order to like dry it. So I’ve seen

Ralph: that in my bathroom.

Lauren: Yes.

Ralph: I always wonder what it was. Now it actually makes sense. Okay.

Lauren: Yeah, so now it’s all in one. You don’t have to buy, you don’t have to have a blow dryer and [00:14:00] this other piece, it’s just all in one, Piece, the technology is better because sometimes your blow dryer, like your blow dryer is made to dry your hair.

Lauren: Whereas this particular one is made specifically for curly hair, so it doesn’t make your hair frizzy. And that’s an like another big thing that even though you put the diffuser on, it can make your hair frizzy. And so that was again, like another thing that if you have this, that the technology helps it to not make it so frizzy.

Ralph: Cool. Can you show that image ad just one more time?

Lauren: Yeah.

Ralph: Now that we’re reiterating this, so the unique value proposition, going back to the advertising one-on-one is really is it’s two in one. It’s doing two things, but it’s like the. Attachment that I see in my bathroom is actually is an attachment on a blow dryer.

Ralph: And like when Jen does do the curly thing, like she doesn’t go curly like this, it like it does make her hair frizzy as a result of that. I assume that [00:15:00] that’s one of the things about this as their particular tool. That is unique, like yeah, there’s competitors that are out there, however you’re showing it.

Ralph: And here we are showing it on screen here over@perpetualtraffic.com slash YouTube. I love this ’cause it’s so simple. It’s one of the best performing ads. It’s an image ad. Right? Yep. Mm-hmm. And you’re calling out your avatar like it’s a dog whistle call out, as Frank Kern always used to say, as for curly girl, it was kind of cute.

Ralph: Anyway. Did Who thought of that?

Lauren: Actually, that was just like, because it’s just already out there. So I think that was, yeah, that we just kind of found something that like. Yeah. Went together with it. So for the curly girlies really.

Ralph: Right. it’s so cool. So it’s felt like you’re calling that out in the first line.

Ralph: Largest type. All right. Here, this is for you, but not for you. Right. So two in one diffuser and hairstyle. Two in one diffuser hair dryer. Hmm. That’s interesting. ’cause I know when I use my hair dryer on the attachment, I [00:16:00] get frizzy, but. Get the right diffuser for your hair is the bottom line.

Ralph: That statement on the bottom, like this is such a simple ad and it’s a great image. This is obviously a professionally done image. Shows really, really clearly in the newsfeed or wherever they’re actually seeing it. And you say this is their best performer on its own or in combination with other creative, where would this ad sort of fit in? ’cause we just showed a short video ad. 15 seconds. Now we’re showing uh, static image. I was about to say a stagnant image. Uh, static image here. The two of them in combination or they work kind of separately, how do you sort of bring it together as far as conversion?

Lauren: Right. so right now these are both in basically our kind of like always on evergreen campaigns, that just continue to just. Constantly drive sales. So we have both, we actually, all the ads really that I’m gonna show are all in this kind of, they [00:17:00] like our scaling campaign basically. they are always in there, always on, always working.

Ralph: They’re all working together.

Lauren: Yeah, exactly.

Ralph: Makes sense. Which I think is another thing is like a lot of people. the unconscious conscious is that, oh wow, you put videos with images because some people respond to images, some people respond to video. It’s like, it’s neither one or the other.

Ralph: Everyone says, oh, it’s video ads. Well, we’ve got a lot of image ads. Yeah,

Lauren: it depends. Yeah, I mean, like some people resonate better with statics, so it’s like, yeah, they all kind of work really together.

Ralph: So Cool. So two ads definitely reinforced the same message, definitely on brand. We’ll get into that, sort of, that framework in our next show here.

Ralph: But the point is, is like that together is, a killer combo and not something that they were doing before, but using what worked before and then relating it back to new ads today.

Lauren: Yeah, exactly. So yeah, so as we kind of started to figure out the messaging, how things were working, then we [00:18:00] started working with our content creators to basically take that messaging and start to pull it into new creatives, new faces, different hairstyles.

Lauren: So again, for curly hair. girls or anyone with curly hair,

Ralph: curly girlies, every

Lauren: curly girlies, every curl pattern is different. So there’s, you know, everyone who has curly hair knows that I’m not the same as everybody else. And so now we really have to showcase all the different types of curly hair because.

Lauren: You know, curly hair is not created equal. So really like for this, one, you know, we took one of our other content creators and right at the beginning it’s if you struggle to get defined curls. So this girl, she has pretty loose curls and she has short hair. And so that was really something that she struggled with, was really having that kind of struggling, curly hair and now.

Lauren: This product specifically helps her have [00:19:00] defined curls. So it was always, you know, kind of showcasing she had hair, that she’d always just make it straight because she could never find a product that really worked for her specific curls. And so then we show kind of the before state of what her hair looked like and now it’s really showing how to use the product, how, The technology works, and then what her, what the after state is with really fluffy defined curls that, aren’t frizzy that just make her feel more confident. Um, so really that was kind of again, like the evolution of kind of where we were going. So this was like another really, you know, this is a top performer as well, because again, it showcases a different.

Ralph: Yeah, definitely different than the first one, right? Like the first one, if you’re not watching this over on YouTube, the first one was this woman was like kink. Like I don’t even like tight, small curls,

Lauren: right?

Ralph: And like that’s her [00:20:00] natural hairstyle. But this woman is shorter hair, but then the curls are like way bigger.

Ralph: So it’s, I mean, we’re splitting hairs here that look bad expression, but we’re not because of two separate avatars, right? I mean these are, alright, we’re talking about curly girlies here, but now we’re getting into like super curly females and now like a little bit less so, but then. She starts off with the first part of that video was the after state to begin with, or was it the before state?

Ralph: It was the

Lauren: after state. Yeah. So your sequencing

Ralph: was super interesting.

Lauren: Yeah, so we, again, we kind of had a act, no, sorry, it was the before state. She had the before state. Yeah. So it was, that one was the before state where that’s actually what we wanted to test was, Do they wanna see what it looks like before?

Lauren: Do we wanna see what it looks like after? So again, like I know a lot of people struggle with, well, how do I show that before state? how do I kind of tie everything in together? And again, the first three [00:21:00] seconds was The pain point, which is you don’t have defined curls and the before state of that.

Lauren: So it’s like that’s the evolution of it.

Ralph: And I was getting so tired of my hair looking like this, but I could never really get it to look the way that I always wanted it to look because I am naturally curly, so I have to straighten it kind of thing. Exactly.

Lauren: Yep. I don’t have the

Ralph: solution.

Lauren: Yes. Too

Ralph: frizzy until I found

Lauren: mm-hmm.

Lauren: again, so as we kind of started to test that, we were like, okay, great. that one started to perform really, like perform for us again, it was the before state with the problem. And so from there we started doing more testing. So for this one,

Ralph: how many tests did you do before you found that one?

Ralph: I’m just sort of curious ’cause that was, it’s pretty good. Like that’s a little bit more mainstream. That, that seemed like that last video seemed like that was a, would be a larger audience. Women who have curly hair but don’t have a solution, so therefore have to look less curly because. They [00:22:00] don’t have this product.

Ralph: Is that a larger market than the super like tight curl?

Lauren: Yeah. So that one, I would say so kind of like the evolution where we started where it was like, again, the really tight girls, the really tight curls. Like I think that’s what everyone thinks with curly hair is like, oh, it’s everybody with super tight, curly hair.

Lauren: that’s the demographic we need to go after. As

Ralph: did as, did I? Yeah, right.

Lauren: But really it’s like, okay, well let’s test someone. This is a more. I would say like, like you said, broader audience where they don’t necessarily have such tight defined curls. They have more looser, kind of wavy curls, but they could have tighter curls if they use this product.

Lauren: So really like when we were, when we were kind of doing this, we had to kind of go outside of our, like our, normal creator pool that we have and really look at. All these different curly hair types and find specific creators that one not only did really well on camera, [00:23:00] but also like had different curl structures and patterns that we could talk to all these different people.

Ralph: So choice of creator, super important. Expand the market away from like super tight curls. the call that we were on, which we’re, I think we’re gonna get into in, part four of this series was super tight curls, like they’re keeping with that in. The African American market primarily. But anyway, we’ll talk about that one in of in a second.

Ralph: But the point is, is like you’re expanding out, but then you also need to have the creator, and that goes back to the stable of creators that we have that you can sort of choose from. And then you have individuals you know, who might potentially be. A spokesperson for this. I mean, everybody knows it’s creator content.

Ralph: people know at this point, so that’s fine. It’s like they’re being paid. It’s like you not influencer content to a certain degree, but that that choice of creator is vital. And then them being [00:24:00] good on camera, all those other sorts of things. So there’s a lot of nuances here.

Lauren: Yeah. So after we kind of, again, found that specific one, then again it was.

Lauren: Working with another creator who has tighter curls. So taking again, so these two were kind of running congruently together. So we had the one that we just showed where it was, a little bit looser curl. Then we have this one, this girl who has tighter curls. And again, showing that before and after state together.

Lauren: So that was like kind of our test of like visually of we wanna see what your hair looks like before and what it looks like after, but in the same frame at the beginning.

Ralph: Yeah. First off, this is awesome. I know I’ve seen this one before, so I kind of know, but if you don’t know the difference between frizzy curls and like actually tight, like.

Ralph: Beautiful curls like this clearly defines like, oh, that’s the state I wanna avoid, which is on the left hand side here. This is the state that I [00:25:00] want, and you’re showing it right up front in a split screen. This is really, really good. So.

Lauren: Yeah, so again, it was, showing that before, after state and then going right into this is the pro, the product I use, this is how I effectively get these curls.

Lauren: showing the product and what it doesn’t do, the technology, how to use it. and again, just really showing that Defined state. This one was really focused on the product because we, we needed to show again that before and after state, but we really needed to define like the actual product and the callouts.

Lauren: And then after that, it’s just these great shots of her after curls, which are like really tight, really defined, not frizzy. and so this was like, the evolution of how we’ve, we’ve grown, with these different creatives

Ralph: and you can really see it like that’s beautiful hair.

Ralph: Yeah. Her hair, she has amazing hair.

Lauren: Yes. Yeah.

Ralph: I don’t like, you know how women like compliment each other on the hair, like, guys never do that. [00:26:00] They don’t.

Ralph: Yeah. He was like, yeah, like what’s going on there? so anyway, so if you can screen share that back again, like, the other part to it is that there’s text overlays Yes. That reinforce the message. And obviously not playing this with sound on ’cause we’re sort of walking through it at the same time.

Ralph: But I think that is another thing that a lot of people miss is that they sort of assume everyone watches with sound on. Right,

Lauren: exactly. Which

Ralph: is not always the case. So you do need to have, you’ve got a great split screen, three regrets, and then it’s heat. They talk about heat damage. they’re superior technology.

Ralph: You can dry effectively, no frizz, no flat, frizzy, and dry. Like that’s the enemy. Yeah. You know what I mean? And you can give your hair life and hydration and you just sort of show it. and the after state is like, oh my god, like even I notice it.

Lauren: Yeah.

Ralph: it’s crazy how good it [00:27:00] looks.

Ralph: And she’s obviously a really good content creator that we’ve used I’m sure, plenty of times before. So it’s a lot of elements. It’s like really, it’s a lot of elements.

Lauren: Yeah, it’s a lot of elements. It’s a lot of testing. but again, as we started to figure out. what was working, how it was working, then it was, and once it’s like, once you find that message, it’s really, it’s really easy.

Lauren: I would say to then take that messaging and just expand. we found the messaging that works. We found. Creators that work specifically well with this. And from there it was easy to kind of take all those different, creators. I mean, we actually have a lot of different curly creators that we work with now where we can really showcase the different curl patterns, how it works, and then really showcase like.

Lauren: How it helps all these different people. So, it’s like if you have that wavy hair and you want to find curls, like this is what you need. And it, they all speak to [00:28:00] those different, curly audiences. So I think it was just, we had to kind of find what that message was and go from there. And so, the last, I would say evolution of, this one, was probably, well, we have two, but I’ll show this one.

Lauren: ’cause this was, a good one. So this one, , again, going back to that static, , where we’re calling out the curly, kind of like the curly hair girlies. This one again, like it was 2004, the ERAS tour was like full swing and it was like you’re in your whatever era. So this one was like.

Lauren: Specifically calling out kind of a trend, but then also tying it back to curly hair. So again, so POV, you’re entering your curly hair era and this one we really wanted to start our

Ralph: CSOs would be very excited that you mentioned that on the podcast here today. Kind of the swifty group over there. Anyway, that’s very cool.

Ralph: That’s a very cool play on. Especially like these are in 2024, correct? Yeah, [00:29:00] 2024. Okay. Yeah. Alright. Yeah. So

Lauren: height, the score. Yeah. yeah, again, the after state, and then going into all of it. So it was the after state, which we saw actually performed better as we started testing was that more people wanted to see what your hair looked like.

Lauren: Using the, like after using the product and then how it really kind of defines, so again, like we, tried a new, topic, but then like, again, really showing that after state and then going through that with this creator again.

Ralph: Yeah. Same creator as the last video too. Mm-hmm. Yeah.

Ralph: Yeah, yeah. Yeah. She’s super good.

Lauren: So yeah, that was again, like. the evolution of how we really started to define these creatives. and then the last one again, like this is where, we are now is this, you know, this is a pro tip, like how to get the most out of your girls.

Lauren: And again, showing the after state.

Ralph: Would these be more as we’re waiting to float here, would these be more defined as like bottom of funnel? Like, I’m [00:30:00] ready to. convert ’cause they’ve already been sort of sold on the idea of it. Now I just kind of need a reminder of what that after state looks like.

Lauren: Actually, no, these ones have been all top of funnel. So yeah. So these ones, Have, when we first started, it was again, more so like, because we started to find that messaging that was resonating top of funnel. And it was again, just, calling out those curly hair girlies at first.

Lauren: And then a pro tip. if you have curly hair, this is how you get the most out of your curls basically. So it’s like kind of going through that.

Ralph: So that last one, this is one of the things that I think. It always sort of boggles my mind. It’s like the stuff that I think is bottom of funnel and top of funnel, it doesn’t really matter.

Ralph: Yeah. You know? Yeah. And now with Advantage Plus, you’re just basically gonna throw all this creative into it and they’re gonna mix it up and figure out where to hit different people. Everyone’s gonna be different. It’s like the bottom of funnel, like. You forgot something in your [00:31:00] cart kind of thing to the top, like awareness doesn’t really matter.

Ralph: People react to different things in different ways. We used to sort of force it on based upon your previous action. That’s out the window right now. And this is a great example of that. It’s like you’re just showing after state, after state as opposed to, well, you kind of have to introduce the concept of, alright, well here’s your problem.

Ralph: Here’s your before state, here’s how you’re gonna solve it. That wouldn’t be logical for everybody coming in because this obviously has a unique mechanism that very few other products have, but. It doesn’t really matter. throw it all into the mix and see what works.

Lauren: Yeah, yeah, exactly. And it, I mean this was like, again, this was an evolution of, a couple months of testing to kind of figure out the specific messaging, the specific creators and all of that.

Lauren: So it’s like we kind of started at the beginning with what they already had started building on messaging and really testing from there.

Ralph: Right. And can this, like, we’re obviously, we’re talking about a very specific niche. We’re talking about [00:32:00] curly girlies, right? differing, tightness of the curl sort of demographic, but.

Ralph: In the makeup and beauty space, you can do the same thing, like every product has this kind of progression here before and after calling out the avatar, all these other things. Correct me if I’m wrong.

Lauren: Yeah, no, I mean it’s really, we’ve used this, I guess like framework really for every. Beauty client we’ve had, I mean, even in skincare, there’s different things that you even want in skincare.

Lauren: It’s, hyperpigmentation, wrinkles, dry skin. what are those things that is the pain point. How does this product specifically do it show again, that after state of my skin is glowing and fresh, or I don’t have, hyperpigmentation, it’s all the way over to, how you got there, basically.

Lauren: So it’s not brain surgery, but you know, it definitely, like, some people just don’t know how to do that or showcase that in a very simple way that can also, sell the product as [00:33:00] well.

Ralph: Right, right. so if you are beauty brain, you’re like, well, this is you know, a tool that is in the beauty space.

Ralph: But if you are in beauty and wellness and sell a cosmetic. same strategy applies here, which is why we call it the beauty scale system. Of course. So do we wanna show like, that’s great on the ads, but I think one of the challenges that you had was once they actually clicked the message in the ads and maybe on their socials wasn’t quite as consistent if I.

Lauren: Kind of the issue we started having was that we were getting a ton of people to the website, but then the website wasn’t necessarily showcasing or discussing everything that we had talked about in the ads. And so, again, like a lot of people are always like, oh, it’s my ads. Ads, it’s my ads. But really it’s also your website.

Lauren: So like we always say it’s after the click. You know, if I’m getting all these people to my website, if I’m [00:34:00] getting, you know. Like all this traffic, then why is it not converting after that? So as we kind of started to see like we were getting so many, going to the websites, clicks all that, then it was the website.

Lauren: Okay. So what exactly about the website isn’t showcasing what we are showing in the ads? So. This was, I mean, this was kind of like the before, before state. Yeah. Um, of really, oh, that’s the

Ralph: production.

Ralph: We didn’t even need an edit, Kevin. Wow. Anyway, uh, go ahead. Sorry. So yeah,

Lauren: so this, I mean, again, it was, you know, they had these two models on there. . That showed the after state, but it was, a better way to kind of dry or curl your hair. So again, just kind of calling things out of the curly hair, damage.

Lauren: And then as you scroll down, they had, some discussion of, like copy of what it was with like [00:35:00] frizzy curly hair. And I mean, I don’t know about you, but I’m the type of person where I don’t like to read on websites, so I’m always like, less is more when it.

Lauren: again, they had before and afters, but they kind of had a lot of copy on it. It’s good. Um, yeah, I mean it’s good. It’s not bad, but it definitely could be spruced up a little bit. Right. So taking what they had and now going into their new website was kind of.

Lauren: How we helped them evolve from this to, the next state was really, you need to show more. Like we need to have that top converting creative at the top of the page. a game changer for your curly hair. This is the top performer that has always worked well for them.

Lauren: And then as you scroll down, they have some PR where it calls them out. And then we really wanted to show like actual users proof using the product. I think again, that’s, yeah, social proof, like people definitely want [00:36:00] to see more people using it. So we started adding in our UGC creators.

Lauren: These are basically just ads that we had for them, and we added it into the website, and then it just kind of goes from there. Then it shows

Lauren: people using the product plus reviews it just continuously just. Redefines, what it is that we’re trying to sell. So it’s again, the before state and after state, they did a, like a slider so that you could see, what it looks like before, what it looks like after.

Lauren: And really just went from there. So it’s like top performing piece of creative at the top with a great call out, social proof, social proof. Social proof, and then your before and after state and then the product. So it’s actually interesting because. Is actually much lower on the page and more people, I think, like they want it at the top of the page.

Lauren: But again, the product is already in the video at the top of the page, and I. As we’ve kind of tested, we’ve seen [00:37:00] that the social proof actually performs so well that we don’t need to have the product all the way at the very, very, very top of the page. Right? So this was kind of an evolution too, of testing AB testing.

Lauren: You’re the different homepage to see what was working. And this was kind of where we’re at now, where it’s like, this is what’s working on the page, how we’ve been able to figure that out.

Ralph: All right. So that was great. So we went through all the creatives that sort of started the whole process with Belize, my hair tools.

Ralph: Then we went through the website and sort of merged the two together here. And that’s really the key is that when you start to dial in your messaging on your creatives. On your ads, you might notice that there’s a distance once they actually click, and that’s where the second part of this whole magic sort of begins, is that you can get a lift from your creative by doing all the things that Lauren talks about here through.

Ralph: Making sure that the brand is in [00:38:00] alignment with the problems of the avatar specifically. And then once you have dialed that in, using success as your guide, other ads that have worked well in the past, maybe social posts that have worked well in the past to get engagement and maybe even sold product without even being boosted or putting any sort of money behind it, then you take that next step, you improve what you have.

Ralph: And then the third step after that is really is looking at. Where are you sending that traffic? Can you actually make it more consistent with your overall message? So we’ve sort of shown how to do it here with this Bima Hair Tools case study. So I hope you enjoyed this one. This is the type of stuff that we try to bring to you to real world examples with all of this.

Ralph: This just about doubled this business’s sales due to the consistency of message. Bringing in different avatars, expanding the market with great creative, and then ultimately converting them with a higher converting page we’re sending traffic to. and you can do this with [00:39:00] any product in the beauty niche, it’s the same sort of formula which we’re gonna go through.

Ralph: We call it the beauty scale system, which you can learn more about over@tierelevenbeauty.com. But also, we’re gonna be doing a final episode on this, which sort of brings it all together, shows you exactly how to do it, not necessarily just for hair tools like this. But also for beauty and wellness in general, and it’s the philosophy that we use for all of our creative at Tier 11.

Ralph: So you can learn more about that once again over@tierelevenbeauty.com. So thank you so much for listening to this week’s show. Make sure that wherever you listen to podcasts, you leave us a rating and a review. We’re. Rocketing up the charts over on Spotify, so definitely check us out there. It’s where I listen to all my music.

Ralph: I’m actually starting to list a professional traffic over there. really do appreciate all the comments and the shares and ratings, on that platform. Please continue to do that ’cause it gets us to a wider audience to help educate marketers like yourself. And teach people how to do this stuff the right way.

Ralph: So all the references and all the [00:40:00] links that we mentioned on today’s show will be over on the show notes page over@perpetualtraffic.com. And if you were listening to the audio version of this, once again, recommend you watch this over on YouTube so you can actually see exactly what we’re talking about here@perpetualtraffic.com slash YouTube.

Ralph: So on behalf of my amazing guest this week, Lauren Schwartz. Until next week, see you.