Brand Building

TikTok has become one of the hottest places for hair professionals to publicize themselves on social media. Aside from Instagram, TikTok provides a slightly different way to present oneself. With the focus on shorter videos (and not on images), many stylists and barbers have shown what they can do with the platform. We've taken notice and would like to highlight some of influencers that have caught our eye, especially since they use Feather Razors. Hairstylists Randa Rivera @randa.rivera @randa.rivera Quick tip to remove bulk in a grown out mullet. I’m honored to be apart of the @jataifeather Styling Razor anniversary! Get 30% off all month! (Link in my bio) #featherrazor30years @JataiFeather ♬ Electric Feel - MGMT       Randa Rivera is a Denver hairstylist who has taken TikTok by storm. With her fun, playful nature she really brings joy to the profession. Sometimes you'll see her dancing in her videos. Sometimes you'll see finished looks. Other times you'll see her educating. But Randa truly enjoys hairdressing and it shows. Her bubbly personality is what draws you in, but her finished looks are what make you stay. She uses her Feather Styling Razor a lot and loves showing how to use it. Check her out.   Gilad Goldstein @myguiltycrown @myguiltycrown I love my @jataifeather Styling Razor to cut short internal shapes because it creates a soft edge with zero effort! The guard protects my fingers from being cut so I can cut precision shapes quickly and easily. For the longer lengths I will use the razor on wet hair to channel cut and create space which allows the hair to move freely and provides visual separation as well. This tool literally does it all! Check out jatai.net to see all their tools and get my favorite razor for 30% off for the rest of July!#featherrazor30yrs #jataiaffiliate #ad #haircut #haireducation #haircutvideo #haireducator #hairvideo #hairtutorials #hairtutorial #asianhair #razorcut ♬ Say So (Instrumental Version) [Originally Performed by Doja Cat] - Elliot Van Coup   Gilad shows quick haircutting demonstrations (usually on mannequin heads) to create all kinds of hairstyles. He adds in relatively fast narration to explain what he is doing and shows off the final look. If you're looking for quick tutorials, Gilad is your guy. He has a love for both scissors and razors and uses the Feather Styling Razor in many of his videos.   Marina Lantos @marinalantoshair @marinalantoshair Guarded feather razor haircut tutorial #hairtutorials #behindthechair #hairtutorialsvideo ♬ original sound - marinalantoshair   Marina is a skilled stylist. She does a lot of short demonstrations usually of a technique or a shows a small section of the haircut. Whether it's scissor cutting, razor cutting or coloring, she's demonstrating or showing something. Sometimes she uses mannequin heads, but most of the time she's showing real clients and their haircuts. She doesn't generally talk in her videos and sometimes they have no music either, so watching her videos are more of a visual experience.   Shay Mullins @shay.cuts.hair @shay.cuts.hair #featherrazor #hairtylistsoftiktok #salontok #hairstylistlife #sacramentohairstylist #razorhaircut #hairstylist ♬ original sound - soleil   Shay is an up and coming stylist. With her fun hair and quirky personality she loves to showcase her final looks as well as use her Feather Styling Razor. You never really see her talk in her videos but she likes to make silly videos which are entertaining and creative. You'll want to see what she's up to next.   Meredith Griffin @hairprose @hairprose Lay razor blade flat against hair and lightly work back and forth while sliding to ends. #razorhaircut#haireducation #fyp #foryou#featherblade ♬ PARAMOUR (feat. AURORA) - Sub Urban   Meredith likes to do a lot of color but she slips in some razor cutting and haircutting once in a while. She does a lot of short tutorials on techniques. She doesn't really talk in her videos but she will use a lot of copy overlay to explain her points. While she loves to use her Feather Plier Razor, she gets straight to the point in her videos.   Barbers   Chris O'Riordan @chrisoriordanhair @chrisoriordanhair Razor work #fyp #foryoupage #hair #houseoftiktok #hairtutorial #howtocuthair ♬ Paris - 斌杨Remix   Chris specializes in men's grooming. As a barber, you can imagine he does a lot of clipper cutting, scissor cutting but also razor cutting. When a barber uses a razor in the hair, you know he's not your ordinary barber. Chris gives quick demonstrations on his short men's haircuts. Many revolve around sectioning, haircutting techniques, how to demonstrations and other hair related videos. You'll never hear him talk but likes to use popular music or sometimes no music at all.   Sofie Pok @staygold31 @staygold31 Is it easier to show clients what to do? #barber #staygold31 ♬ Spongebob Tomfoolery - Dante9k Remix - David Snell   Ok. Anyone in the industry knows who Sofie is. Needless to say, she is likely the most popular female barber today. With her tattoos and sense of fashion, Sofie brings a fresh female vibe to a barber industry dominated by mostly men. Sofie likes to create videos where she shares experiences and answers questions. She also shares her opinions about different products, finished work and gives insightful thoughts. She sometimes uses the Feather Artist Club Shaving Razors for her shaving needs.   Lily Benitez @bladecraftbarberacademy @bladecraftbarberacademy Mrs Lilly stays ready with her #featherrazor What will you use it for?! #bladecraftbarber #barberstudent #barberbash #bladecraftfam #deepellumbarber #deepellum #friendship #hope #acceptancedallas #bladecraftbarberswag #iloveyou #scalpmicropigmentation #hairlosssolution #dallas #dallaswomen #womenentrepreneur #bladecraftlilly #featherskill #straightrazorshave #faceshave #headshave #cigars #womencigars #cigarwomen #tattooedwomen #handtattoo #bolttattoo #lather #handmade ♬ BIZCOCHITO - ROSALÍA   Lily from Blade Craft Barber Academy does a variety of videos. Whether it's speaking to the camera, using her Feather Artist Club Pearl Razor or doing a how to demonstration, Lily is putting her best foot forward to provide barber education. She has some interesting ways she uses her Feather Razor!   Elliot Forbes @elliotforbes @elliotforbes Full Shavin' Wait for the special guest appearance at the end #asmr #oddlysatisfying #satisfyingsounds #barber ♬ original sound - Elliot Forbes   Elliot is a successful TikTok and YouTube influencer. With a whooping 9 million followers on TikTok he is obviously doing something right. Elliot is a barber who not only educates other barbers but also lamens as well. He also does a lot of ASMR (autonomous sensory meridian response) videos which has become a quite popular type of YouTube video. It makes sense that he would repurpose those types of videos on TikTok. While he uses a wide variety of straight razors and double edge razors, he does use a Feather Artist Club once in a while to do his shaves. TikTok is one of the most popular social networking sites on the internet. It's a place where all kinds of people discuss different topics. It's no wonder it's become so addicting to be a part of! TikTok is growing and evolving everyday and we are excited to see where it goes. But one thing is for sure, hairstylists and barbers have used it to grow their popularity and grow their businesses. The stylists and barbers highlighted in this article are just some of the ones that have caught our eye. If you're a TikToker and want to share your handle with us, leave it in the comments and we will be sure to check it out!   Social Media, Brand Building

Branding is one of those areas that infiltrates your whole business. It takes time, creativity and commitment to gain customer recognition and loyalty. It's an important activity that gives a feeling and vibe to your business. This vibe resonates with people who are attracted to it so here are some ways to improve your brand. Branding Considerations: Consistency Branding is all about consistency. Using the same colors, fonts and verbal style throughout any printed or digital media can set a tone for your business and maintain the same message and values. Use your logo in all your media both in print and digital. If you have a product line, this should also reflect your brand. If these are different, it can confuse the client about what you and your business stands for. People don't like to be confused and they often make decisions based on certainty.   Remember Your USP Your USP is your Unique Selling Proposition. So what is your USP? This should be clearly defined in order to have a strong brand. If you don't know, think about what makes you different. Why should people come to you and not go to someone else?  When you have a strong USP people will have a difficult time replacing you because only you can provide it. Think about how powerful this can be. You can raise prices if you are in high demand.   Imagery Everyone is visual and can connect with brands much easier when they can see a photo, video or other type of imagery. Check the photos you are using to promote your brand. Do the photos represent your brand well? If not, it may be time to take some new ones. Photos of yourself, your haircuts and even your salon or barbershop represent your brand and who you are. Remember, first impressions count so blow them away!   Be Authentic Be true to yourself and others. It's so easy to get caught up in the smoke and mirrors of social media. Everyone can be someone different online. But it takes a lot of work to maintain the facade. Also, when someone meets you in person and it doesn't match up with how your represent yourself online, this can be a turnoff. Being authentic will help you maintain a strong long-lasting brand. If you are always trying to keep up with the Jones' you will always be chasing and not being. Release the stress and just be yourself.   Culture Check What is the culture of the salon or shop you're working at or own? Does it match with the mission of your brand? The culture of the workplace can make you stand out and show your uniqueness. Culture can be so powerful that it can even become your brand. If the culture is strong and positive it encourages others to be the same. However, if the culture is negative, the business will struggle.   Partnerships Partner with like-minded people who share similar values and who can enhance your business. Partnerships should be complementary. Say for example you refer your clients to a nail salon.  The nail salon should share similar values on customer service and quality of service. Because if a client likes you and the work you do, they will trust any recommendations you give them. The same can be said for partnering with other influencers or educators. Influencers you partner with (if any) should resonate a similar message. For example, if you give a haircutting class and you partner with another stylist, that stylist should have similar values as you do when it comes to haircutting. Partnerships can be very powerful so choose wisely. Building a brand is not so clear cut like analyzing your business numbers. Instead, it's conceptual. You have to think about it as something bigger than you but it also represents you. There are always ways to improve your brand. It just takes some flexing of the muscles to know what needs to change. Brand Building

Instagram is one of the best social media sites for hair professionals to promote their business. The format of showcasing a gallery of pictures and short videos makes it the ideal platform for marketing your business. From gaining new clients to retaining current ones and building status among industry professionals, progressive stylists and barbers are utilizing Instagram. But building your Instagram following and building a name for yourself on the platform takes work, commitment and strategy in order to succeed. You must understand how it works and put yourself in the shoes of a follower. You need to determine what your purpose is on Instagram and why you are using it. Is it primarily to gain new clients? Are you trying to become a respected educator in the industry? How do you want to be perceived in the space? All of these questions help determine the actions you will need to take to establish your presence on Instagram. Whatever your purpose is, you will need to build a following. Here are 8 tips for how to grow your Instagram following for hair professionals. 8 Tips to Grow Your IG Following Show your Best Work When you post your work on social media, you are showing the world what you can do. You want to position yourself in the best light possible. This includes not only the image of the haircut but positioning of the client, the background noise and lighting. These are all important to show your work in the most positive way possible. If you have a client who doesn't look happy in the picture this sends a message to the viewer that you have unhappy clients. Remove clutter from the background to remove distractions. If this means setting up a plain backdrop in the corner of the room with a ring light so be it. This will do wonders for your photos. Lighting should also be nicely lit so that the viewer can see the details of the cut. Instruct the client how to angle their face or turn their face away from the camera. By paying attention to the details of the images you post you can dramatically increase the vibe and quality feel of your profile. This can lead to more follows, likes and engagement.   Learn how to Create Reels Reels are a more recent feature of Instagram. Reels are Instagram's alternative to TikTok which has taken center stage for social media. Reels have been shown to create the most engagement on Instagram, beating out stories and posts. Since they are more engaging and fun to watch, Reels are a great way to gain the attention of new and current followers. Add music, add filters and make it fun. Get creative. People love watching Reels so you should get good at it.   Create Stories While Reels have center attention, Stories are still very popular among IG users. Some users primarily just watch Stories and don't look at the feed very often. While other users do the opposite. In any case, Stories are a great way to show what you don't want permanently on your profile. They are much more informal and they are a good place to showcase your personality in a different light. Stories are great for advertising different specials or deals you might offer and showing non-haircut imagery linking to an outside website. Stories keep you in the mind of the viewer in case they don't see your latest post. Post at least 3 stories within a 24hr period but avoid posting an excessive number of stories. People don't generally want to see 15 stories from you all at once.   Use a Branded Hashtag Hashtags are a great way to gain new followers and brand yourself. People search by hashtags and if your posts are found by someone searching a hashtag you could gain a new follower. Hashtags should revolve around the theme of the post. Create a branded hashtag for people to stand behind so that when people search the hashtag they can see everything related to that hashtag. Unique hashtags are often created for events and then promoted at the event. But they can also be more long-lasting and the hashtag can represent your brand for the long term. For example, the @JataiFeather's profile we have a long term hashtag #JataiFeather which is placed everywhere. For short campaigns or events a new hashtag is created.   Analyze the Insights You can post all you want but if you don't know what's getting the most attention and creating the most engagement you are posting in the dark. Instagram gives insights to the activity your posts are creating. Be sure to review and analyze how your posts are doing so you can do more of what's working and do less of what's not. Focus your time and energy on creating content that your followers are responding to. Experiment with different types of posts and see what kind of responses you get.   Engage with Followers Instagram is a social media site. This means it's a place to be social. It's not meant to be one sided. Show your followers you care about them by liking or replying to their comments, following people, commenting on other people's posts and acknowledging them. People appreciate reciprocation and when you engage with your audience they are more likely to like and trust your more.   Post Regularly and Consistently Lastly, this goes without saying. Post regularly and consistently. Instagram's algorithm likes regular content. They also like original content. Decide for yourself how often you want to post and then stick to it. Posting once a month is probably not going to get you anywhere but posting a few times a week can keep followers engaged and tell Instagram you are active on the platform.   Promote your IG Handle Everywhere If you teach classes in person, promote your handle. If you are speaking at an event, promote your handle. On your website, promote your handle. Just promote your handle. People will find you in many ways and outside of IG is a great way to gain new followers. Send people to your IG profile to get a feel for who you are. If you promote your handle everywhere you maximize where you can be found. As a hair professional you have a responsibility to build your own clientele, business and brand. Instagram has clearly become one of the best places to market for free so take advantage of it and do it your way. Be unique, be clean, be clear about how you want to represent yourself and do it often. There are many other ways to increase your following but these are a good start. So follow the steps above and you'll be on the path to a greater IG following. Social Media, Brand Building

In today's age of social media and self-promotion nothing has been hotter than making money by endorsing products. The boom of the influencer trend has been partly attributed to brands providing incentives for social media influencers to talk about their products. The best part is that this is a win-win situation. The brand gets the word out about their products to reach new people and the influencer gets a reward for it. Whether it's cash or product, the influencer chooses if they want to participate or not. At JATAI we've noticed there are many loyal Feather users out there who love their razor and enjoy showing off their work to their fellow colleagues and friends. For stylists and barbers, showing off their craft and skills is not just about showing the final look. It's about showing their love for the products they use to create the look and the journey they take to achieve it. We know that stylists feel really proud when they can use a Feather Plier Razor to create beautiful looks and barbers feel pretty cool when they do a full face shave with an Artist Club Razor. We want to reward those who love Feather Razors and are willing to do a little bit of work to earn some great incentives. It's also a great way for us to build relationships with our fellow stylists and barbers. You don't have to have thousands of followers (although that is certainly accepted) or be established as an influencer to participate. But you will need desire and motivation to want more. The more we are impressed with your work, the more we will want to work with you. There could be a number of opportunities outside of the Ambassador Program that could make us contact you! (Update: The Ambassador Program is no longer available. But you can still endorse our products and earn commission through our Affiliate Program) If you are an ambassador for other brands, that is a-ok. We know you have other products you use and if it earns you a little more money, there's no harm in that. You decide what campaigns you want to participate in. It's that easy. We know you're a busy hair professional so these campaigns are made to be manageable and you are given ample time to complete them. Activities can be as simple as an Instagram post, story or reel. Or if you're into TikTok there are options there too. Accumulate points for a larger reward or earn product for completing campaigns. The ask can be about posting a picture of a razored haircut or a video showing you using your razor to cut hair or shave. So if you're ready to join forces and talk about a product you are already using and love, then why not become an ambassador? It's a no brainers and it's free to join. You can promote our products through social media and earn commission through our Affiliate Program. Here you can earn straight commission for sales you directly bring to the website. It's a great way to earn income on the side without carrying any inventory. Social Media, Brand Building

Our most-liked posts on Instagram this year are a wonderful recipe of all things Feather Razors: a cup of trendy cuts like shags, undercuts and bobs, a spoonful of self-done razor trims, and a dash of sleek product shots. #1 @margeauxagogo's gorgeous Plier cut shag was loved by many. #2 @bareeminimum's collection of adorable French bobs crafted using her Plier Razor was a major "oui!" #3 @haleyhuntbarber relies on her Artist Club SS Folding Razor to keep herself looking sharp when she doesn't have time to get to the barber herself. #4 Shags were THE cut of the year and this tutorial by @ashleenormanhair using her Plier Razor was one to watch for sure. #5 @shrunknheads had many great posts this year but this textured cut she created using her Styling Razor really stood out. #6 @margeauxagogo is back, this time with a quick bang trim she gave herself using her Plier Razor. #7 @hairbyashleyfillip took top place in our #ShareYourShag contest with this winning look. #8 This shot of the Artist Club SS Razor really stood out. #9 Another stunning razor shag by @hairbyashleyfillip #10 We announced and celebrated the launch of the new Feather Artist Club SR Razors! If you're an avid Feather Razor user, be sure to tag @JataiFeather to show us your work using your razor. We love seeing everyones creativity. And it's always possible your work will get reposted! Social Media

Click here to see part 1 of this article: Instagram Tips: Position! Tag! Engage with the Page! As an editor, I receive so many editorial submissions on my desk every day... lots of press releases, hair fashion images, press kits and other PR materials. I must share with you that the materials that really get my attention are the most professional in looks, content and relevance to my readers. Here are my top tips for submitting your work in its best light... work that is editor-worthy and more likely to be noticed and published. Tips for Submitting Work Choose the Right Model "Stella Grutzmann @ Premier Models Management" by danielviero.com is licensed under CC BY 2.0 Client photos can be beautiful, but modeling may not be their area of expertise (meaning they don't know how to work with the camera - body angles, facial expressions, etc.). If you would like to submit imagery for editorial consideration, you'll need to invest in a professional model. Psst: Some up-and-coming models are sometimes willing to barter for hair services!   Selecting A Photographer Likewise, you or a friend may be great with an iPhone or a point-and-shoot camera, but those don't necessarily make for editorial-style shots (but go ahead and post those to your Instagram!). If you're serious about getting your work published, you'll need to hire a professional photographer. If money is tight, again, bartering is sometimes an option. Also, you can post a query at a local photo school for aspiring photographers who may not require a fee and merely want to boost their resume.   Find (and Possibly Invest in) Proper Shoot Space You need a controlled environment for an effective shoot. Pick a place where lighting, weather, etc. aren't factors.   Know Your Audience Every magazine has a different 'personality'; when submitting a photographic collection for a magazine, make sure the images truly cater to the specific publications you're most interested in working with. Review past examples of photos they have published, and you'll typically see a general "vibe."   Personalize Your Pitch When pitching your collection for a magazine, don't send it in a BCC to multiple publications, or copy/paste the same text for each editor you address. Personalize every pitch. Instead of saying "Dear Sir/Madam," address the person by name and explain why you're reaching out to them specifically for editorial consideration (for instance, you loved a specific shoot you saw in their magazine last year and it inspired by you; or, you've been reading their magazine for a long time and are a fan of something specific that magazine offers in terms of content). Trust me, editors know the difference between a blanket pitch, or a stylist that truly knows and understands their publication and wants to be a part of it.   Follow Up Allow some time to pass after your initial email (five to ten business days), then follow up with the editor if you haven't heard back. Just let he/she know you want to make sure they received your imagery, and to please let you know if he/she has any additional questions or general feedback on your shoot, as you would like to work with them in the future. The "feedback" portion is vital! Sometimes if a photographic collection just isn't a fit with the magazine's upcoming editorial content, an editor will file it aside and assume the stylist doesn't care to hear back unless it's a "yes" for publication.  However, if you ask for insight, the editor 1) knows that you're open to constructive commentary, 2) are truly interested in perfecting your craft, and 3) really do want to participate with their magazine, an invitation for feedback indicates your seriousness to perfecting your editorial shoots. It often takes multiple times shooting to create a truly editorial-worthy collection - that's the norm! But if you begin to establish a relationship with specific editors, they can offer ideas and suggestions for the future, and will be more likely to move your name to the top of a list when considering upcoming collections for publication. (Note: Two follow-up emails max. You don't want to flood an editor's inbox, and if she/she doesn't respond, they may have urgent matters they are attending).   Keep Shooting Whether your first endeavor shooting a collection was published or not, keep going! Practice makes perfect, and editorial-style hair artistry is a different skill set that behind-the-chair styling (the former is styling for the camera, rather than for the client). It takes time to master. Reach out to your industry peers for advice; it often takes one DM on Instagram - so many of your pro-beauty colleagues LOVE to share how they execute their shoots. Eventually, with enough know-how and practice, you'll find your work in the pages of a magazine.   Print Editorial, Brand Building

I want to share some helpful insider tips and important basics for everyone on Instagram to follow. It's probably time to up your Instagram game to become more visible, get more photo-savvy and simply set your self apart in a fiercely competitive social medium. Instagram Tips Tag Properly Put simply: It's virtually impossible for your work to be seen if you're not tagging. First, tag your photos with the handles of the pages that you want to connect with; this makes it easier for the page to see your work.  Additionally, make sure you're hashtagging the brands in your post. Most reposting sites list hashtags they want you to use in their bio: ours is #beautylaunchpad. An insider tip: Tagging a page in your Instagram Stories is a surefire way for your work to be seen. This doesn't guarantee your work will be shared, but certainly ups your visibility.   Engage with the Page If you want your work to be shared, it isn't enough to simply slide into a page's DMs and say you want to repost - especially if you've never engaged with the page before. (In fact, it's actually a big turn off.) What do we mean by engage? Double-tap and comment on the content that the account shares. At @beautylaunchpad, we read every comment and respond to insightful or funny responses. The more we see your handle through engaging with our content, the more likely we are to remember you and check out your work. You can also vote in feature accounts' polls in Stories, give them a shout-out when you see them go live, or simply share their posts on your own page, either in your main feed or in Stories. Not only does engaging with an account help you to stand out, it also increases your own page's engagement. It's a win-win! Photo Credit: @davidwbullen Make Sure Your Work is Up to Snuff Competition is fierce. Hairstylists continually up their Instagram game, investing in great cameras, taking courses on lighting and practicing for hours on how to style hair for the perfect shot. Now, that isn't to say you can't take a great photo using your phone in the corner of your salon. But keep in mind that feature pages are looking for images that not only demonstrate your hairdressing abilities but are also high quality and unique. The best way to figure out what a reposting page is looking for is to study what it has already reposted.   Set Yourself Apart in the Post Another way to resonate with a wider audience: Detail how you achieved a look - and maybe even discuss the challenges you overcame while trying to create it. We at #beautylaunchpad are constantly looking for insightful content to share, whether it's educational or inspirational. Of course we repost pretty pictures, but we also look for deep, meaningful posts that elevate everyone in the industry and inspire others to keep working hard and believing in themselves.   Watch for Next Week's Guest Blog: Part 2 of a Two-Part Series from Beauty Launchpad's Editors: Managing Editor Alyson Osterman-Kerr shares 'Tips For Submitting Your Work For Editorial'. Social Media, Brand Building