Something Significant: BeYoutiful Foundation

At Something Social, we believe what goes around comes around. We also believe in the golden rule (and something that’s arguably more important than the previous belief), treat others the way you want to be treated. So that’s why we started #SomethingSignificant. Every month, we’re going to share with you a new way to give back. Whether it’s volunteering at a local food drive, or spreading awareness about an issue close to your heart, your Something Social team is here to encourage you to do #SomethingSignificant.

Riawna Capri and Nikki Lee Santos of Nine Zero One Salon fame are no strangers to new business ventures. The dynamic duo has educated the hairstyling masses through their digital platform, Beautycoach TV, and in-salon through 901 Academy. Just last month they launched their premiere product line, InCommon, making top-shelf product available to every human (regardless of gender or hair type) and salon without a wholesale minimum. Now, they’re taking strides in the social impact space.

They joined forces with friend and philanthropist, Matt Coulter, the man with the plan and a background in philanthropic social outreach and business development. BeYoutiful Foundation grew from the need to comfort and support cancer survivors with confidence-building beauty services. “We wanted to create resources, education, support, and information not only for cancer patients, but also stylists and salon owners,” explains Coulter. Connecting salons and stylists to local survivors and providing online education (covering cutting, styling, utilizing wigs and dealing with chemo hair), BeYoutiful Foundation is there from diagnosis to remission and beyond.

Fundraising kicked off on August 5th when Nine Zero One hosted their first annual BeYoutiful Day. The salon offered free haircuts to patients and survivors, while customers were charged $150 for cuts with 100% of proceeds donated to the foundation. “We’ve already had a lot of positive feedback and salons jumping at the opportunity to be involved,” Coulter enthuses. “As we grow, we want people to design their own events to contribute, too, thus creating something that everyone can be a part of.

“I didn’t learn anything about treating women with cancer in beauty school; I didn’t have the education on this,” Capri adds. “When clients want to know what they should do when their hair falls out after chemo, or why it’s suddenly curly or frizzy when it grows back, or how they can get color, wigs, or extensions-they should be able to find a salon and stylist that is knowledgeable about that.” The philanthropic trio envisions individual stylists and whole salons becoming certified BeYoutiful-certified so that cancer patients can easily find them through an online directory.

The foundation is also working towards building a community to love when it matters the most. A place to laugh, a place to cry and most importantly a place to prove survivors and the cancer community is better together. Their Wonder Woman stories series puts this into effect by encouraging survivors to encourage each other with their inspiring stories of perseverance and strength. Read the latest inspiring stories here.

Ready to make an impact? Hit these links to get involved.

Donate Services

Donate to the BeYoutiful Meals Program

Host a BeYoutiful Day

Volunteer

Rep the brand

Are you or a loved one a cancer warrior?

Receive Services

Share it

BeYoutiful on Instagram

Use #bettertogether

 

Written by our Brand Communications Coordinator, Kaeleigh Morrison.

Know a survivor or a stylist who will want to get involved? Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.

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Something Significant: PowHERful Foundation

Holiday Gift Guide 2018

Kikori Whiskey + Yuzuri Liqueur

A match made in Japanese sipping heaven, Kikori and Yuzuri are born from the entrepreneurial brain of Ann Soh Woods. Kikori is a unique, light whiskey made from rice and aged in oak and sherry casks. Yuzuri is a lovely, citrusy liqueur derived from the Yuzu fruit.  Grab this duo for the scotch lover in your life at your nearest purveyor of fine spirits.

In Common

From the stylists that brought you the star-studded Nine Zero One Salon and the highly-educational Beauty Coach TV, is their premiere hair product line, In Common. Their first product, Magic Myst,  just launched and we’re dazzled. This weightless spray reinforces, revitalizes, and protects hair from heat. Buy now and get a limited edition drawstring bag and tangle comb. Shop the Myst here.

Jen7

LA-based 7 For Mankind returned to their roots this spring, bringing us the newest denim brand to obsess over: Jen7. Focused on fit and tailoring, Jen7 Jeans are as flattering as they are functional. Their higher rises eliminates gapping and creates more room for curves. Shop the links below for our favorite pieces.

Floral Metallic Ankle Skinny Jeans – Nordstrom

Velvet Ankle Skinny Jeans – Saks

Riche Touch Coated Ankle Skinny Jean – Neiman Marcus

Velvet Mid Rise Skinny Ankle Jeans – Anthropologie

Sara Happ

The Lip Expert brought you the sugary Lip Scrub and now she’s bringing you sweet Black Friday deals and TWO limited edition, seasonal lip scrub flavors in new, travel-friendly tubes. Cozy up your pout with this twist on a cold weather classic. Sara Happ’s Sugar & Shine Holiday Gift Set includes tubes of Hot Cocoa and Pink Marshmallow Lip Scrubs and a One Luxe Whipped Vanilla Lip Gloss. At this price, they’re the perfect gift for Secret Santas, stuffing stockings, or stocking up. Get 25% off all Sara Happ products Friday through Monday with code ‘THANKFUL!’ Shop the set here.

Squeeze

The founders that brought you Drybar are making over the massage experience with their latest creation, Squeeze. Booking, preferences, and payment is all run through Squeeze’s app, so all you have to think about is relaxing. Add-ons like deep tissue, heat therapy, and aromatherapy come included in the already low cost of your treatment. Plus, their Black Friday offer of a $200 credit for only $150 makes gifting Squeeze an obvious choice.

Love Quotes

You’ve seen us rave about these scarves over and over and it’s because they’re cozy, versatile, and beautifully dyed. Love Quotes does incredible philanthropy initiatives with charities like PowHERful Foundation which you can read about in our Something Significant blog post here. Shop this gorgeous scarves from Black Friday to Cyber Monday for 40% off.

Ladygang

If you have a friend who is Ladygang-obsessed, their merch is a must-buy. Their sweaters are the absolute coziest and their travel mug keeps your beverages hotter than the tea these ladies are spilling every week. If you’ve slept on their merch before, here’s a major motivator: the gang gets 30% off on Black Friday only with code ‘THANKS’. Shop the sale here.

Oona Design

This one is perfect for the friend who already has everything. Oona’s illustrations are uniquely gorgeous, plus, she does customizable commissions starting at $50. (Plus you’re supporting an independent artist.) DM her for commissions on her Insta here.

Vinebox

Advent calendars, but make them alcoholic. Vinebox’s Twelve Nights box includes twelve perfect vials of red wine to sip on throughout the season. This pretty little gift makes wrapping super easy and the countdown to Christmas even easier. Gift this to the girl who put up her Christmas lights the day after Halloween. Sip on it here.

By Rosie Jane

Rosie Jane is what would happen if you could bottle the laidback, luxe Los Angeleno vibes into a perfume. Their scents range from the warm and earthy Rosie to the intensely floral James and come in range of sizes (and prices!) so you can stock up on the ones you love or try out a spritz of something new. They also have candles of all their scents and a range of lip + cheek stains that might give Glossier’s Gen G a run for it’s money. (You decide.)  Shop their collections here.

Toms

Friend’s a fashionista but also a philanthropist? We know the type. You probably already know about Toms’ incredible humanitarian initiative that donates a pair of shoes for every pair you buy, but you might be surprised to discover that the brand has a wide range of adorable shoes that aren’t their signature slip-on flat. Their newly-released winter collection features major holiday must- haves like their shimmery Rose Gold D’Orsay Flats, super-chic Black Leather Booties or their supremely cozy Good Vibes slippers. Shop their winter must-haves here.

Written by our Brand Communications Coordinator, Kaeleigh Morrison.

Did you rake it in on Black Friday? We wanna see your haul. Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.

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SSLA Gratitude 2018

Somewhere Social: November

SSLA Gratitude 2018

At SSLA, we truly believe that speaking about the things you’re grateful for brings more happiness & abundance into your life. This week of Thanksgiving, follow along as our team shares what they’re most grateful for, from the big things to the small things.

“I am grateful for it all. For the moments of joy and excitement and beauty and love, and the moments of stress and anxiety and fear and discomfort. So often it is in those moments that the magic happens, that the shift occurs, and somehow, someway the fear is overcome. I am grateful for my family, for their unwavering support, their sense of humor and most of all their health. I am grateful for my friends, for showing up for me, caring for me and laughing with me. I am grateful for my team, for being a group of intelligent, kind, unique, confident, capable, hilarious, talented women who show no signs of slowing down anytime soon. I am grateful for creating an environment where people learn, grow, showcase themselves and what makes them unique, and ultimately then help propel our clients to another level. I am grateful for our clients, for the amazing talents they each bring, for giving us the opportunity and trusting us with their brands and businesses. I am grateful for growth, for constantly working on myself, for making mistakes and learning from them, for trying to do everything perfectly and then realizing perfect doesn’t exist. I am grateful for this world we live in, for seeing how humans can come together and show up for one another. I am grateful for the ocean, for meditation and living in Los Angeles. I am truly, wholeheartedly grateful for it all.” – Calli Cholodenko

“How do you narrow down what you’re grateful for to a few simple words? Every year comes with change, challenges, heartbreak, immense joy and unforgettable experiences. I am not ignorant to the fact at how lucky I am to be able to have traveled across the world, to new and old places and experienced moments big and small with people I love. I’m grateful for the unexpected adventures, epic plans that failed miserably and the dreams I have that get me up every single morning. Through each day, I’m grateful for the people and places who are always there for me that I can return back to time & time again and for the simple reminder that no matter what happens, the sun will rise and set beautifully every day.” – Marissa Stahl

I’m grateful for MY TEAM. Growing up has been a long process of finding my support system and building a team. Part of that process has been the letting go of people that no longer fit in my life and showing up more for the people that do. I’m grateful for those that stick around through tough times and offer their unconditional love and support. They inspire me to be a better person.” – Allison Gerkhe

“The world has been feeling a little extra dark lately and it’s really made me think about what I’m grateful for. Of course I’m incredibly grateful for my friends who have become family while mine is so far away. I’m grateful for everyone’s health and wellbeing and so grateful that we’ve always been able to find the silver lining in anything that life has thrown at us. A huge part of dealing with the highs and lows has been this little man, Bowser. I never had a dog growing up and never really thought I’d want one until I met him. He’s not my dog, even though people who follow me on social media might think he is! I’m a lucky person to have his dad in my life and he’s always down to share when cuddles are needed. (There have been a lot of cuddles this year.) If you have a dog, you know. If you don’t, get one so you can.” – Erin Dykstra

“I am grateful for my new found appreciation for simple things in my life. I’ve focused a lot on patience, communication, creating a routine; and of course the luxury that is having a place to come home to, and having some incredible people that love & support me. All of the challenges I’ve faced in the last year have only illuminated my gratitude for the things that I have now & will hold on to. I feel incredibly lucky for that.” – Phoebe Schramm

“I am grateful for all of the beauty in this world. With the tragedies that happen on a seemingly regular basis, and a society that looks like it’s crumbling before our very eyes, finding comfort and seeing goodness in the little things is so incredibly important. It’s not always easy to look past negativity, but we can all use some daily happiness in our lives, whether that means taking more time to be present with those we love, spending more time in nature, or being kinder to ourselves and everyone we come in contact with.” – Caitlin Taylor

“I am grateful for my loved ones… and puppies! Around the holidays especially, I am reminded of how lucky I am to be surrounded by people (and puppies) I adore. Of course I am also so grateful for the experiences I’ve had and the opportunities I’ve been given, but none of that would matter if I didn’t have my loving family and amazing friends to share it with! P.S. – Please enjoy this photo of my puppy.” – Taylor Walsh

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“I am grateful for mindful moments. Earlier this year I backpacked through Thailand with my mom, and there’s a memory from the trip that I’ve routinely come back to since returning home. Out in the countryside of Chiang Mai, amongst the tribe who ran the Elephant sanctuary we spent the night at, time seemed to slow; things were calm and peaceful, and frankly just easy. It was a seemingly simple moment that allowed me clarity and perspective, and I hope more like it are to come in 2019.” – Kelsey Steele

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“This year has been a tough one. But with so many lows it has become so incredibly apparent to me how many shiny stars I have in my emotional support solar system. S/O to my SO John Furth. He has showed up for me in ways that I never thought he would have to and I love him to the moon and back for it.” – Kaeleigh Morrison

“This year has been full TRAVEL and BIG changes for me (graduation, new job, yada yada yada). I am incredibly grateful for my friends and family who cheer me on every step of the way and encourage me to explore new opportunities, experiences, and exotic destinations. This moment captured here symbolizes me walking bravely into the new year, knowing that I have an army of incredible people encouraging me onwards. I’m grateful for the love that surrounds me and the people who have always got my back.” – Lorna Shirley

Compiled by our Brand Communications Coordinator, Kaeleigh Morrison.

What are you grateful for? Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.

 

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Somewhere Social: November

Top Tips for Eye Catching IG Stories

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Craft your narrative.

Instagram called them “Stories” for a reason. You’re crafting a narrative to share with your audience; it doesn’t need to be a novel, but it should be -that’s right- engaging. So take time to consider what story you’re telling. If you need a place to start, try the classic and minimal story structure of beginning, middle, and end.

When planning out your story we also encourage thinking about alternating between different types of media like photos, videos, and boomerangs. This will hold audience attention longer. The Algorithm takes notice when users tap to view the next slide, so incorporating intentional techniques to prevent this is key.

As with every platform, keeping an eye on how your content performs (and then adjusting accordingly) is essential. For example, our Account Coordinator, Caitlin, tries to use more video as she’s noticed that her viewers prefer that content instead of tapping through. Stay in-tune with how your content is performing and take notice (and notes!) as to what happens when you change your technique. Do different kinds of content perform better? Worse? Content strategy is a science. Analyze your data, make a hypothesis, and test it out!

Shoot on your phone.

When creating an Instagram story, you start with your camera. Though images and footage from a DSLR will do the trick, this is an area of content creation where we highly encourage you to shoot using your phone in the upright (or “portrait”) orientation. This footage will be ready-to-share as it already on your phone and in the proper aspect ratio, but more importantly it affects the infamous Algorithm.

After lots of data analysis and research, Something Social has concluded that Instagram must be looking at the metadata of your content when determining relevance and how that Story will be served to other users.

Vocab: Metadata is complex, but it’s basically a digital name tag that explains what a file is so a computer can best interpret it. Metadata includes an abundance of information like date, time, and even the ISO, F-stop, and shutter speed you used to shoot the image.

We believe Instagram must be using your metadata to determine how engaging the Story will be, and that it prefers good-looking footage that has been shot on a phone. When shooting, pay attention to lighting, angles, and shot composition. You can literally get a degree in photography, so there’s endless amounts of info we could give you on creating the best shot, but don’t get overwhelmed. Practicing and experimenting on your own is the best way to start. See what looks good, what you like the best and go from there.

Need extra help? These are some quick and easy photo resources:

Everything You Need to Shoot Good-Looking Video With Your Phone – Lifehacker

How To Take Honest, High-Quality Photos With Your iPhone – Artsy

You can give your content fun effects by shooting through these apps:

VHS Cam – Gives your videos the grainy quality and timestamp of 90’s homevideos

Kirakira – The glitter app that’s takes highlights and turns them into gleaming sparkles.

Lightroom – Use this powerful editing software to use your favorite influencer’s presets.

Once you’ve shot your content, it’s time to get it in shape for Instagram.

 

Edit for Color

After shooting, getting your image properly fine-tuned to your brand’s exact feel is key. Stories content lives in a different space on Instagram, giving you more flexibility with styling, but as you hear us say over and over, consistency is key. Feel free to get experimental when editing your stories content, but try to stay within the narrative or identity of your brand.

For example, if you’re a blogger with a clean, lightly contrasted beachy aesthetic, try editing a nightlife story with the high-contrast, flash photography look to give that content a life of its own. Although the aesthetic deviates from what your brand typically projects, the narrative of a Girls’ Night Out drives the visual variation.

There are an endless number of aesthetics or “themes” to try out while you’re pinning down your brand’s overall look.

Try out some of these formulas from Later to play around:

Minimalist + Modern – VSCO’s A6

Bright + Clean – VSCO’s S2

Moody + Warm – VSCO’s M5

Cool + Bold – VSCO’s HB2

Simple + Elevated – VSCO’s J5

Retro + Filmy – VSCO’s AV8

Quick Tip: Our favorite color editing apps are VSCO and Snapseed.

 

Lay It All Out

Once your images have been tuned to perfection, use a story editor to elevate your story. Our favorite tool right now for subtle frames and bold effects is Unfold. The app is so dimensional and customizable that the possibilities are truly endless. To give you a taste of the app we’re going to walk you through two of our team’s most-used Unfold Effects.

Unfold’s Celluloid Effect

erin-dykstra-unfold-celluloid-film-instagram-story

Erin’s feed- full of rust tones, Huji cam distortions, and desert vibes- is edgy and SoCal cool. She used Unfold’s celluloid frame to capture the carefree moments from her roadtrip to Marfa.

Step 1

To start, make sure you have three (edited!) images and the Unfold app downloaded.

“For this kind of story, I like taking a lot of pictures that are the same but different. You can do this by using burst mode on your phone or just taking it from a few slightly different angles. I had a lot of photos from this set so choosing 3 was easy!

Step 2
Edit to get your vibe right.

“I normally use the Lightroom app and VSCO to edit my photos. I take out blue and purple hues (just personal preference but you can really change the look of a photo by altering hues) and lower highlights and exposure. For stories where I know I’ll be using a film template, I like to add a little bit of grain in VSCO as well. It’s just a vibe.”

Step 3
Use Unfold’s Film Template (FF1)

“You need to purchase the film set separately (99 cents!) and there are a ton of options.  Once you choose which template you like, you can just tap the + and add your edited photos. That’s it! Save, post, and watch those views roll in.”

Paper Tear

something-social-paper-tear-instagram-story something-social-paper-tear-instagram-story something-social-paper-tear-instagram-story

Our client, Facile Skin, held a cocktails and conversation Q+A to promote a brand collaboration with wellness expert Shauna Fauilisi. Our Account Manager, Taylor, used Unfold to create a seamless story to feature sponsors from the event.

Step 1
Come closer.

Make sure you have six images and the Unfold app downloaded.

“To keep things interesting I like to switch up my distance from a subject. Close-up images are great for contextual backgrounds, and centering on details, while wider shots help you tell the whole story. I try to have about four or five of each before jumping into story mode. This gives me a lot of versatility while I’m editting.”

Quick Tip: Using VSCO’s skintone slider allows you to decrease an image’s red hues without increasing green or blue levels.

Step 2
Brighten and lighten.

“Unfold’s paper tear effect is absolutely universal, but our skincare client tends to lean towards a lighter, more feminine aesthetic. To get this right, apply Unum’s A6 and then open up VSCO to try boosting exposure, decreasing shadows, increasing highlights, and increasing skintone.”

Step 3
Use Unfold’s Paper Tear Template (RP1)

“You’ll also need to buy Unfold’s RP1 set separately, but we promise you’ll be using it over and over. To emulate our example, you’ll need to pick three separate templates to tell your story. Keep it concise and direct by crafting a beginning, middle, and an end!”

Quick Tip: When stitching media together, play around with adding in video. Be sparingly. Too much movement overwhelms the eye, so if you do decide to incorporate video, stick to just one per slide.

Other editing apps to try out:

Hype Type – Puts the power of graphic design and motion graphics right in the palm of your hand

Inshot – Powerful video editing app that can be used to trim clips, add music, and create GIFs

 

If You’ve Got It, Font It

You shot it, color corrected it, added character and flair to it and now you’re ready to get your story shared, but there’s one last element that we want you to explore and that’s font. More than likely you’re sticking to one font choice and a select few of your favorite colors, but we want to encourage you to break away from that. Why? Engagement and production value, of course!

Mix n Match

Combining typefaces gives the eye more to focus on, encouraging viewers to linger on your posts. Instagram’s famed algorithm takes watch time into consideration, so longer viewing times will mean a larger reach. Calli is the queen of mixing fonts. Her go-to combination includes minimal, quippy copy and a variation of the Typewriter and Strong fonts and a quick and pretty swipe of the highlighter pen.

Her top tips:

-Don’t do too many! Pick 2, 3 max and then alternate between using these.

-You can also alternate between upper and lower case to get the effect of switching up fonts

-Keep fonts in a similar color, creating dimension by using lighter or darker tones.

calli-cholodenko-unfold-instagram-stories

Dynamic Drop Shadow

We get questions all the time asking about which pretty type stickers we use. Our secret? The Strong type used with surgeon-like precision. The example below was made using three layers of the same type duplicated. The key to the ombré/gradient look is to use darker tones on the base layer and get lighter as you go. Be sure to stack your fonts carefully! Take your time and patience with this one.

calli-cholodenko-unfold-instagram-stories

Now all you have left to do is share your story!

Written by our Brand Communications Coordinator, Kaeleigh Morrison.

We wanna see what you made! Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.

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Interview with Katie Groover, Social Media Beauty Specialist at REVOLVE Beauty

Somewhere Social: November

Bibo Ergo Sum 

Images via @biboergosumla

If you didn’t get enough ghoulishness in October, there’s still room for spooky sips year-round. Bibo Ergo Sum, (I Drink, Therefore I Am), touts a Prestige-themed menu each flaunting their cinematic deliveries distinctly with the intention to wow unexpectedly. The Sleight of Hand, a cold brewed tea cocktail lands at the table overflowing with cherry wood smoke. The space is modernly Art Deco, perfect for escaping the sceney Hollywood spots and feeling like you’ve been transported somewhere truly timeless.

The Los Angeles Coffee Festival 

Images via Los Angeles Coffee Festival

Whether you’re a full-blown barista or just regular at La Colombe, the Los Angeles Coffee Festival is coming to town and there is something for you. Enjoy interactive workshops, seminars, and demonstrations from world-class baristas. The event will be pouring up a barista-mixologist competition, live music, art exhibitions, and more. 10% of all ticket sales will be donated to Project Waterfall, bringing clean water to coffee-producing countries. Buy tickets here.

Willowbrook Apple Farm

Images via @shelbydaniellephotography and @alisonvalin

Halloween is over but we’re still in the thick of Fall and Willowbrook Apple Farm is one hell of  a reason to enjoy the rest of the season. Pick your own apples in fields painted red, orange, and gold. (It might be eighty degrees but it will look like Fall.) While many picking orchards are by the pound, Willowbrook is a flat-rate free for all. In addition to picking, you can dip your harvest in melty caramel, make your own cider the old fashioned way or get together with your love for a photo in front of the beautiful red tractor. The orchard is all the way out in San Bernardino, so it’s a perfectly placed pit stop between LA and Palm Springs or Joshua Tree. For more info, check out their website here.

Gjusta Bakery 

Images via @gjustabakery

Some of the most gorgeous bakeries are tucked away in the most unsuspecting places, and Gjusta is no exception. This stunner plopped itself down in a previously abandoned warehouse space near the Gold’s Gym in Venice a few years ago and has been cranking out flaky loaves and juicy rotisserie ever since. If you’re not new to Los Angeles, chances are you’ve been here, but in case you haven’t, it’s BUSY. Like busier than Bay Cities at lunchtime busy. Plus you have to fight tooth and nail just to get a table once you order, but we promise, it is worth it. Do not miss the tuna conserva sandwich, the rotisserie chicken (warning: it will ruin all other chicken for you), or anything that has burrata on it.

Barbette

Images via @barbette

If you’re anything like us, Paris is pretty much always on your mind. Let Barbette be your little fix until you can get back to the City of Lights. This place is vibey; with low, warm light, bistro seating, and cocktails the color of Pantone swatches. This spot is very old school Parisienne but is smack dab in the middle of West Hollywood. Come here to ruin your lipstick with a sparkling cocktail and reasonably priced steak frites.

Daydream Surf Shop

Images via @daydreamsurfshop and @jachcole

Almost as a rule, we never recommend a spot outside of our LA basin realm. Being located smack dab in the middle of West Hollywood, we’re spoiled with pretty spots, so Orange County is a stretch for us when considering how far we’d drive for the perfect ‘gram. Daydream Surf Shop is the exception to the rule. Nestled in a lovely little surf shop in Newport Beach, is the coffee shop of your beachy dreams. Sure, you might have to fight 405 traffic to get there, but the photo opportunities are endless.

The Waterfront

Images via @thewaterfrontvenice

If a California sunset occupied a beachfront bar, it would be the newly reopened The Waterfront. Decked out in pretty wicker furniture and shades of yellow, orange, and teal, The Waterfront dishes out the beachy brunch you’ve been seeking since you moved to LA. The menu touts a classic blend of breakfast, burgers, and brews as well as a warm pretzel that cannot be missed. The space is separated into a back lounge and an ocean-facing bar where we’re certain you’ll be catching your next sunset and Tequila Sunrise.

Flow + Flavor Rooftop Yoga at The Row DTLA

Images via Flow + Flavor

Flow and Flavor is here to punch up your sunday yoga/farmers market routine. Roll up your mat and roll out to this DTLA rooftop silent disco iteration of Vinyasa flow. With moves by Bender and grooves by a rotation of resident DJs, this sunday morning party is not to be missed. Food is purchased separately, but check out yummy bites from vendors like soup dumpling slingers Brothecary or the vegan sweetness that is Donut Friend. Tickets are $18 and can be purchased here.

Written by our Brand Communications Coordinator, Kaeleigh Morrison.

Checked out any of the above? Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.

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Interview with Katie Groover,  Social Media Beauty Specialist at REVOLVE Beauty

Interview with Katie Groover, Social Media Beauty Specialist at Revolve Beauty

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katie-groover-karina-spritze-revolve-beauty-nyc-interview

Katie was guest interviewed by Digital Influencer + Brand Manager, Karina Spritze.

While there are new tools, companies, and applications popping up everyday that promise to leverage our business, there is an even more impactful element organizations tend to overlook: young women. The young women who tell stories and guide a brand’s vision with their own shopping expertise and fresh perspective that is often over-analyzed by those men in suits.  Meet Katie Groover, the Social Media Specialist for the newly launched REVOLVE Beauty, one the latest players to enter the beauty game.

Culture is not measured by the years spent behind your computer, and Katie is living, glowing proof. Her personal and professional love for lipstick and lashes has curated her voice to become the perfectly authentic Social Media expert that she is today at her REVOLVE Beauty desk. I chatted with my former Estée Lauder Companies colleague on how her love for beauty influences and is influenced by social media and her own career.

Tell us how you came to be at REVOLVE Beauty?

After becoming a cosmetologist in 2010, I went straight to work. I’m one of those people who had two jobs and knew I needed more than a license to get clients, so I began assisting. The first opportunity I had was to do hair and was lucky enough to be taught by a North American Hairstyling Awards winner Ryan Teal. Shortly afterwards, I began to to assist a National Artist for Bobbi Brown. She was an amazing mentor and can be credited to teaching me all of the fundamental elements of a beauty career: stay creative, never stop learning + always do your best to make your clients feel their most confident.

When I was a junior in college I met Patricia Pantino, the VP of Sales and Education at Too Faced Cosmetics, and had a chance to interview for the first ever Pro Team at the company. This led me to having my work published online for Rachel Zoe, Too Faced Cosmetics, Vogue, Sephora, Ulta and Nordstrom.

When my final semester of school rolled around, I began interning in the Social Media Department. I cherished working for Esteé Lauder, but after 2.5 years, it was time to take on something new.  I started at REVOLVE this year and was drawn to their amazing brand that is always on the forefront of fashion and who now has an unbelievable beauty offering! From cult-favorites to the newest products on the market, they really do cater to every beauty buyer. I cannot wait to see where we are able to take this new venture.

How did your love for makeup and beauty begin?

My love for the beauty industry began with my older sister who introduced me to the world of makeup and bought me a selection of Kevyn Aucoin books. I was really inspired by how something so small, like lipstick or an eye shadow, could make you feel amazing and allow you to be creative every day. From that day, I had my eye set on being involved with either hair or makeup. When I was in high school I was a receptionist at a salon in Orange County and had a chance to see stylists put their creativity to work with their clients. The time spent watching my peers really lead me down this path.

How did you transition your makeup skills into a social media career?

When I worked as a National Pro Artist for Too Faced, I had an amazing mentor who allowed me to intern for her in the Social Media Department. I really got to see how useful my cosmetology background was by speaking on behalf of the brand about their products and how it helped our fans find makeup that really fit their lifestyle. I was able to build stories around conversations and what fans needed, rather than just pushing products. I think that really helped the Instagram account grow and lead to more fan engagement.

How important is your own social media presence to elevate relations and career opportunities?

I think that having a presence that is authentic to who you are is the most important. It is great to have a curated page, but I think people (myself included) want to see more than a highlight reel and want to see what you’re inspired by and who you really are in life.

How much influence do social media platforms have on you personally?  What was the last thing you purchased that you discovered on Instagram?

Well this isn’t a surprise, but a lot! I feel really inspired on social and love that it connects you creatively with people all over the world. One person I religiously follow is Desi Perkins – I love her travel tips. The last thing I bought was this amazing makeup case from one of her Youtube videos that holds all of your beauty essentials – which I have a lot of!

Any new brands you’re excited about?

YES! For skin care, I finally found a scrub that I just simply can’t be without, the Goldfaden MD Doctor’s Advanced Ruby Crystal Powder Scrub. Our REVOLVE Beauty Buyer, Kandice Hansen, told me about this amazing ruby powder and I can honestly say my skin had never been softer in my life! A few other brands are Lovewellness, Dr. Barbara Sturm, N:P Beautiful, and Viseart.

We constantly are scrolling through content.  What are brands whose social media content you’re obsessed with and why?

There are so many amazing pages + creatives out there, but there are a few that come to mind for very specific reasons:

  1. REVOLVE: I love their main account for fashion and the newest trends. I feel like you get to see how to wear or incorporate pieces in your closet that I would have never pieced together on my own.
  2. Glossier: I really like their page because they often show off the everyday girl and have easy how-to’s for product application.
  3. Violette: She is the Beauty Director at Estee Lauder and I love to follow her instagram page because it’s full of life, color and very authentic.
  4. Fenty: I mean who isn’t, but they just create AMAZING work. Their videos are insane, they have fabulous artists and create an encompassing space that shows off all skin tones + genders.

You have a lot of responsibilities in your new role.  What is your morning ritual that prepares you to take on the day ahead?

The number one thing I do is always try to catch up on emails and content at night so my mornings are for myself. The first thing I do is grab my Peter Thomas Roth eye patches from the fridge and have a glass of lemon water. I walk my dog and then choose my playlist for my drive to work. Before I leave, I always look at my schedule so I can plan my outfit based on what I am doing and who I’m meeting with. Once I get to work, I review my to-do list and do my best to complete those tasks prior to checking my email. I feel the most productive when I have a list because it feels so amazing to knock things out!

There are many entrepreneurs working from home and managing their own social media accounts.  What advice can you give them?

There are a three things that I think are key to starting a new brand + IG:

  1. Testing content consistently and really getting to know your customer. In the beginning, it can be very scary but don’t let that stop you from following your dream of having a successful brand. How can you get to know your customer? Test content with them. Content is a beautiful thing, so make sure to dedicate time and thought into what you are posting.
  2. Use different types of Influencers to see who your customer relates to. Talk to them + engage on their pages. Do things to set yourself apart and you will succeed.
  3. Lastly, I would recommend investing in community management. I used to do this in my previous role and would get the sweetest messages back from fans who’d tell me how much it meant for them to be noticed. Your customers matter and you should always keep them as your focus. Lastly, always remember that you don’t need to have a ton of followers – your engagement might be the same as a bigger account and that’s what really matters.

Of course, we can’t let you go without some recommendations.  What are your top 10 must-haves from REVOLVE Beauty?

Kevyn Aucoin Lash Curler 

Viseart Neutral Mattes

Ouai Memory Mist

Sunday Riley Good Genes

Goldfaden MD Doctor’s Advanced Scrub

Dr. Barbara Strum Face Cream

RMS Beauty Within Probiotic + Prebiotic

Benefit Precisely, My Brow Eyebrow Pencil

Peter Thomas Roth 24K Gold Gel Eye Patches

n:p beautiful Hair Dryer

 

Karina Spritze is a guest contributor. She is a Social Media Strategist and brand visionary. She is a proud Angeleno and loves advocating for more diversity and inclusion in media & arts by engaging community and teaching workshops for small business owners. Learn more about her work on her blog, Overdressed LA.

Let us know how Katie’s tips work out for your blossoming beauty brand. Tweet us at  @SOMETHINGSOCIAL or tag us on Instagram- @SOMETHINGSOCIAL.

 

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Have a fave podcast that we missed? Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.

 

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