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Beauty & Wellness Brands: How to Crush Your Creative with Lauren Schwartz | Perpetual Traffic EP 688
24 ideas de marketing sacadas de «Beauty & Wellness Brands: How to Crush Your Creative with Lauren Schwartz | Perpetual Traffic EP 688», de Perpetual…
- 24 ideas despiezadas
- Fuente Perpetual Traffic
- Dura 51 min
- Publicada en 2025
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Equilibrar estética aspiracional con creatividades UGC crudas en marcas visuales
Estrategia de contenidosEn categorías como belleza y bienestar, las marcas necesitan combinar dos tipos de creativos: producción de alta calidad para proyectar estilo de vida y estatus de marca, junto con contenido orgánico y crudo estilo UGC (demostraciones reales, aplicación de producto y antes/después) que es el que genera mayor resonancia y rendimiento directo de ventas.
think there's kind of that fine line of brand versus like authenticity and so with beauty brands there is that level of like yes, people want that high production, you know, like they want to they want the people to want to be that lifestyle, you know, like they want to have that look, they want to have that aesthetic and vibe. So it's like I understand why beauty brands want to definitely focus on the brand side of of their how they present things. But then with beauty again, it's also how does it look? And this is where the performance side comes in because most people want to see what the…
Escúchalo en el minuto 23:49
Explicar las decisiones de diseño mediante video asíncrono para fundamentar la revisión en rendimiento
Estrategia de contenidosAl entregar piezas creativas, es recomendable acompañar el diseño de un video asíncrono (como Loom) donde se explique el razonamiento detrás de cada elemento (jerarquía móvil, cortes visuales, colores probados). Esto traslada la discusión del terreno de los gustos subjetivos al análisis racional enfocado en el rendimiento.
Jimena like gave me a PDF showing me what it is, and like she put like, this is why I did this. This is why I made that. And she recorded a Loom video. The better. Like, it's it's a Loom describing creative choices she made. I'm regarding the rationale of the the creative decisions she's made with the intention of performance. Otherwise, I a started sending me Looms explaining decisions she made. Cuz then I was no longer fighting my opinion. I was fighting the rationale and context.
Escúchalo en el minuto 16:36
No pausar anuncios rentables por sesgo estético o fatiga interna del anunciante
Canales de adquisiciónEs un error común entre los anunciantes apagar anuncios altamente rentables simplemente porque no encajan con su gusto estético personal ('no es suficientemente bonito') o porque el propio equipo se cansó de verlos. La decisión de mantener o pausar una pauta pagada debe regirse por los datos de retorno y rendimiento comercial, no por la apreciación subjetiva interna.
such like there's always this barrier with "Oh, it's not like it's not pretty enough." Or it's not good enough. It's like and getting them to think of it as it's not a piece that just you want to look pretty or nice. And I'm sort of saying that in like sort of a condescending way, but it's like its job is to perform for you. how many ads we've stopped because the advertiser like this is getting like a 20x ROAS back when we used to use that as a rationale. It's like well, I don't like it. It doesn't look good. Or I'm tired of seeing it. I'm tired of seeing it. Right. I'm tired of seeing it…
Escúchalo en el minuto 22:39
Empaquetar productos por escenarios y casos de uso para elevar el ticket promedio
Oferta y precioCrear paquetes de productos preconfigurados para escenarios o resultados concretos (en lugar de obligar al usuario a elegir artículo por artículo) reduce la fatiga de decisión y aumenta el ticket promedio (AOV), lo que permite invertir más en adquisición.
are scenarios, those are end results. And they're pre-made pre-manufactured and you set them up and even better if like, hey, we have bundles that are made Yeah. People don't want to have to make many decisions to make. So, take that away from them, and if you're trying to sell five, give them a reason why it's So, limit choice, bundle products, sell to do that, enhance your average order value. You can pay more to acquire a customer, and you're going to grow your
Escúchalo en el minuto 45:27
Uso de preguntas de sondeo específicas para desglosar el feedback negativo vago en diseño
Estrategia de contenidosCuando un cliente o decisor rechaza un diseño con un 'no me gusta' genérico, el equipo creativo debe plantear opciones directas y preguntas de sondeo (analizando por separado concepto, mensaje, tipografía, composición o colores) o confirmar si se debe reiniciar desde cero, permitiendo reacciones rápidas sin consumir tiempo excesivo en revisiones ciegas.
they don't like. So, it's really just asking those questions. Like, okay, what is it about the design do you not like? Is it the layout? Is it the colors? Is it the placement? Do you want, you know, to change the font? Is it the image? Like, there's probing questions that you want and we're going to go through 10 iterations. So, I need you to be upfront it and start over. It's the concept that I don't like. It's, you know, the messaging, whatever it is. Like, there's "Hey, just to confirm my assumption, I'm going to start over completely. You're Or I'd be like, "Uh start over mostly, but keep…
Escúchalo en el minuto 10:13
Mensaje y copywritingAl comunicar una identidad o estado emocional aspiracional en lugar de vender características aisladas de un artículo, los clientes compran la rutina o el set completo para alcanzar esa transformación, aumentando naturalmente el valor promedio del pedido (AOV).
And the creator is not telling you to buy a product. They're telling you to feel they're evoking an emotion and that emotion is confidence or um being able to be bold enough. And that's what it is is like it's just giving you the bigger your product list is how bold do you you buying into the feeling that you want to purchase and there's a direct monetary amount based off of the product amount that you put in your cart. So that average order value naturally increases when you're trying to sell a feeling versus sell an transformation, but you never sell the product, you sell the problem you…
Escúchalo en el minuto 41:20
Canales de adquisiciónEn publicidad de pago orientada a conversión, el contenido nativo y 'low-fi' (como UGC) suele superar a las producciones de alto presupuesto porque muestra de forma realista cómo se usa el producto en el día a día y genera mayor confianza, mientras que la sobreproducción evidencia de inmediato que se trata de un anuncio.
that stuff ain't going to convert for the day when it comes to performance based creative, the thing that people want is how does it look? What like how can I use it in my daily life? How is it what is the natural raw content that people want to see. I think that's why influencer UGC content is so popular now more. People don't want to see highly stylized product shots or highly stylized photo shoots anymore. They want to know what's the simplest like the simplest way that I can use this product So like how overproduction uh destroys performance in many cases Gen Z demands authenticity cuz…
Escúchalo en el minuto 30:23
Oferta y precioEmpaquetar y vender un resultado final (como un 'look' completo o una rutina de cuidado) en lugar de productos aislados incrementa drásticamente el valor promedio de pedido (AOV), lo que permite absorber costos de adquisición de anuncios más altos y mejorar la rentabilidad publicitaria.
that they do really, really well. They sell a look. They sell the after state. And it's a basket of products, but the you're buying the look itself. higher average order value, you're selling transformation. You know, it's sort of thinking from the how much can you pay to acquire a customer if you're going from $50 in your average order value to 200 cuz you're buying a basket products, all of a sudden that ad becomes that much more effective. How products, but it's like how do you affect the economics of your business in a positive way even more so by bundling and and combining
Escúchalo en el minuto 35:26
Oferta y precioEmpaquetar y vender un resultado final (como un 'look' completo o una rutina de cuidado) en lugar de productos aislados incrementa drásticamente el valor promedio de pedido (AOV), lo que permite absorber costos de adquisición de anuncios más altos y mejorar la rentabilidad publicitaria.
that they do really, really well. They sell a look. They sell the after state. And it's a basket of products, but the you're buying the look itself. higher average order value, you're selling transformation. You know, it's sort of thinking from the how much can you pay to acquire a customer if you're going from $50 in your average order value to 200 cuz you're buying a basket products, all of a sudden that ad becomes that much more effective. How products, but it's like how do you affect the economics of your business in a positive way even more so by bundling and and combining
Escúchalo en el minuto 35:26
Oferta y precioEmpaquetar y vender un resultado final (como un 'look' completo o una rutina de cuidado) en lugar de productos aislados incrementa drásticamente el valor promedio de pedido (AOV), lo que permite absorber costos de adquisición de anuncios más altos y mejorar la rentabilidad publicitaria.
that they do really, really well. They sell a look. They sell the after state. And it's a basket of products, but the you're buying the look itself. higher average order value, you're selling transformation. You know, it's sort of thinking from the how much can you pay to acquire a customer if you're going from $50 in your average order value to 200 cuz you're buying a basket products, all of a sudden that ad becomes that much more effective. How products, but it's like how do you affect the economics of your business in a positive way even more so by bundling and and combining
Escúchalo en el minuto 35:26
Canales de adquisiciónEn publicidad de pago orientada a conversión, el contenido nativo y 'low-fi' (como UGC) suele superar a las producciones de alto presupuesto porque muestra de forma realista cómo se usa el producto en el día a día y genera mayor confianza, mientras que la sobreproducción evidencia de inmediato que se trata de un anuncio.
that stuff ain't going to convert for the day when it comes to performance based creative, the thing that people want is how does it look? What like how can I use it in my daily life? How is it what is the natural raw content that people want to see. I think that's why influencer UGC content is so popular now more. People don't want to see highly stylized product shots or highly stylized photo shoots anymore. They want to know what's the simplest like the simplest way that I can use this product So like how overproduction uh destroys performance in many cases Gen Z demands authenticity cuz…
Escúchalo en el minuto 30:23
Priorizar la transformación y el uso práctico sobre el producto estático en los creativos
Estrategia de contenidosLos anuncios y creativos deben enfocarse en mostrar la transformación, el uso en la vida real y el resultado final mediante formatos más orgánicos o 'low-fi', ya que mostrar el producto aislado resulta aburrido y no convence a nuevos clientes.
remember there's always that low-fi element of it and show the transformation and the usage and what they're going to get out of it as opposed to just the product itself. Cuz product itself is boring creative and point is is like you still need to sell that transformation all the way along.
Escúchalo en el minuto 48:22
La creatividad publicitaria orientada a rendimiento se valida con métricas objetivas, no con gustos personales
Medición y experimentosAunque el diseño gráfico se perciba de forma subjetiva, en la creatividad publicitaria orientada a respuesta directa (performance creative) la efectividad es objetiva: los datos y resultados de conversión deben prevalecer sobre las preferencias estéticas del cliente o del equipo directivo.
perform. And I like really believe that while creative is subjective, performance creative is objective. So I don't care. I love when I'm wrong cuz I performed better." And I'll be like, proven wrong from performance because it's not my place to be subjective when performance is truly objective.
Escúchalo en el minuto 13:42
Resolver discrepancias creativas mediante pruebas empíricas y datos de rendimiento
Medición y experimentosEn publicidad orientada a performance, cuando existen desacuerdos entre el criterio del creativo y la preferencia subjetiva del cliente o directivo, la resolución debe ser someter la pieza a prueba en el mercado y permitir que los datos de rendimiento decidan objetivamente qué variante funciona.
wrong to someone and just say like this is you don't agree with this but let me show you why it works then I will do it. Let's do Let's have performance. Let's put data behind it. And then you can come back to me and say like, "Nope, this didn't work." or I can come back to you and say, see, this is why it worked. This is why you should at the end of the day, we're talking about performance creative. And we'll second here, but it's like, let the data be the data. Let Let the data decide.
Escúchalo en el minuto 15:08
Estrategia y decisiones de negocioPara optimizar el trabajo con perfiles creativos y evitar bloqueos, la dirección debe canalizar la crítica hacia pautas constructivas y explicadas con claridad sobre lo que se necesita, en lugar de emitir juicios directos o descalificaciones sin orientación.
show, again, creatives just have a different way of how they work. They're very emotional. They're very attached to their work. They're very attached to the the thought process of how their designs the creatives, it's really just kind of helping them guide that criticism into a way that's a little bit softer and just explains it a little bit better as opposed to being as harsh as focusing, directing that sort of, like, this is what I want from you and directing it in a way that's more constructive as opposed to just straight criticism. So, there is a way of of how
Escúchalo en el minuto 5:59
Los creativos con aplicación orgánica superan a los bodegones estilizados de producto
Canales de adquisiciónEn sectores visuales como cosmética y belleza, los anuncios simples que muestran la aplicación directa del producto y el resultado visible en uso cotidiano generan mejor rendimiento que las fotografías de estudio ultraestilizadas o los bodegones estáticos.
everything that they had within their ad account was all highly stylized product shots, stood out of a woman just a close-up shot of her putting a lip gloss on her lips, but the way that it was shot was so natural-looking and it just was again very organic, but you could see the difference of the shine and basically in the account and it was their top performer for months. All it but it was a top performer for over a that where yes, highly stylized content does work, but that natural application and that natural look like people want could see how well it works. Where people resonate with…
Escúchalo en el minuto 26:32
Estrategia de contenidosEn categorías con catálogos amplios y productos comoditizados, depender de fotos estáticas obliga al usuario a adivinar el valor; utilizar contenido contextualizado (como UGC o demostraciones prácticas) permite narrar el caso de uso y defender la diferenciación del producto.
to you. Whereas if someone is using flatlays, or it's going to only tell so much of a story, but if you're using user-generated content, and then skew catalogs, it's easy to see them rely on letting the product sell itself because it's it's a picture, and people know so many. It's commoditized. So skins, you're missing the story." which goes back to like, when the creative explains the rationale behind it, you as a beauty owner, or any brand, has to explain the rationale behind the decisions you made in your product, otherwise you're going to lose the differentiator that distinguishes that…
Escúchalo en el minuto 43:14
ConversiónSi un prospecto en fase de carrito no recibe mensajes que refuercen la confianza en su decisión de compra más allá de una comparación de precios, aumentan drásticamente el arrepentimiento del comprador, las solicitudes de reembolso y la falta de retención.
different because if they've added to the cart and they're still in the consideration phase, you're in that competitive race to the bottom because all they're price shopping against you. And if you cannot further articulate the confidence in that purchase decision, you'll either have buyer's remorse, a higher increase of refunds, or you paid a lot of money for a customer who's never coming back.
Escúchalo en el minuto 48:53
Equilibrar la estética de una marca premium con anuncios nativos mediante iluminación y encuadres de detalle
Canales de adquisiciónPara no devaluar la percepción de una marca de precio alto al usar contenido generado por usuarios (UGC), se debe dirigir a los creadores para que utilicen buena iluminación y tomas en primer plano; esto mantiene el aspecto nativo y auténtico sin caer en una producción descuidada ni en una sobreproducción artificial.
Yeah, I mean, again, I think it's the way that it can be shot, too. So, low-fi, native-looking feel, but there's a way to do it where it still can look like nicer, and and again, maybe a little bit more high-end in just the lighting that you use, the close-up shots that you use, where it still can look native to the feed, but it doesn't it's not so highly produced that it it highly produced ad. So, I I still think you can have that sort of like you can bridge that gap of this is the brand company, and I still want my UGC to look like it's, you know, a little bit produced, but it still gives…
Escúchalo en el minuto 33:28
Despersonalización de la crítica en el trabajo creativo comercial
Estrategia y decisiones de negocioLos diseñadores y creativos de marketing deben aprender a separar su apego emocional de sus piezas publicitarias, asumiendo las críticas como requerimientos operativos del negocio para cumplir plazos y objetivos, y no como ataques personales.
creatives are going to have to deal with everything is going to be constructive feedback. Like you're going to just get straight criticism. So, it's kind of how you deal with it is what's going to make you stronger, really, because you're going to have to know how to take criticism in a way that's going to be harsh, but you also have to learn how to take that criticism and not and not have it be so emotionally based, and it's not personal. It's not a personal attack on you. It's just this is what we need. We need to get the job done. Like we need of put your personal beliefs aside and really…
Escúchalo en el minuto 7:46
La publicidad vende la transformación del beneficio, no el objeto físico
Mensaje y copywritingLos clientes no compran el producto ni su empaque, sino lo que este hace por ellos; por lo tanto, la publicidad efectiva debe visualizar claramente la transición entre el estado inicial y el estado transformado tras el uso.
And we always sort of talk about all of advertising is basically is transformation. It's from the before state to the after state and beauty and transformation. You're like, that shows the transformation of the product being like the product into the actual benefit, which is two different things. People don't buy products. They buy what the product can do for them. And it's like that alone
Escúchalo en el minuto 25:47
Adquirir clientes con un producto de entrada accesible y expandir la venta hacia la rutina completa
Oferta y precioUtilizar un producto superventas de menor precio como punto de entrada permite captar clientes indecisos con bajo riesgo, para inmediatamente después ofrecer la rutina o bundle complementario que maximiza el valor y la satisfacción del cliente.
selling shampoo, that's kind of where you get kind of the entry people that kind of come in where they don't really know about you, but they want to test something. It's kind of a low lower price point. So, you get them in with that sort of like your, you know, high or your um best seller and then from there, yes, definitely. Like now, this is your whole hair care routine in order from there, it's like, I've already kind of got you with our initial product. Now, let's get you to this like amazing hair care routine that's going to give you the ultimate results that you're
Escúchalo en el minuto 36:58
La creatividad es el motor determinante para el rendimiento del tráfico pagado en Meta
Canales de adquisiciónEn plataformas publicitarias visuales como Meta, la creatividad (anuncios y formatos) es la palanca principal del rendimiento; sin un enfoque creativo sólido, la estrategia técnica de tráfico y segmentación resulta ineficaz para generar notoriedad y conversiones en la parte alta del embudo.
Um, but anyway, the biggest gear in the conversion engine is creative. biggest gear in the engine. I I still do creative is still like without that none of it would actually work, especially on Meta. of funnel awareness and conversion creative is something that we're really
Escúchalo en el minuto 1:26
Impacto del enfoque creativo en el crecimiento de clientes y facturación de una marca de belleza
Medición y experimentosUna estrategia centrada en el desarrollo de creatividades publicitarias impulsó un crecimiento interanual del 57 % en facturación y un 87 % de incremento en nuevos clientes, permitiendo escalar una marca de belleza y bienestar premium desde las seis cifras hasta el rango de las ocho cifras.
actually drove the whole case study you know, to 57% year-over-year growth. Like 57% 87% new customers year-over-year. And now they're well into you know, an eight-figure range as a business. And they came to us they were in like the six-figure range. So anyway, we'll leave
Escúchalo en el minuto 1:55
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