ASCP Skin Deep

MAY | JUNE 2020

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find your dream career! 21 beautybuzz COSMO REPORT BLOW IT OUT Sultra's new Bombshell Volumizing Hair Dryer features Advanced Care technology that combines a unique ergonomic, balanced exterior with a sophisticated internal electronic system to create shiny, bombshell- worthy hair styles with less heat damage and more volume. It comes with two styling attachments: a wider directional nozzle for rapid dry in a focused stream and a narrow nozzle for precision volumizing styling. $149; As Megan Decker writes on Refi, "To say nail art took off in 2019 would be an understatement." Fingernails have become virtual canvases where artists are showing off their skills. For those who like subtle, sheer nails, meet the cuticle dot: A soft, quiet design that celebrity nail artist Gina Alcedo predicts will take off this year. "It's a play on dimensions and negative space," she explains of the minimalist look. "That perfect dot just above the nail bed is a refi ned look that adds intrigue to a sheer, bare nail." Beauty Spot A few tips and tools of the trade to keep you moving forward Mastering Instagram Instagram is the place to be for growing your business, writes marketing expert Syed Balkhi. "According to Instagram statistics, over 200 million Instagrammers visit at least one business profile per day and 60 percent of people say they discover new products on Instagram," he writes on "Your brand needs to be memorable if you want to capture the attention of Instagrammers—and you can do that with a visually stunning Instagram aesthetic." Balkhi offers five ways to stand out from the crowd. 1. Determine your brand personality. "If you think about your brand as a person, what characteristics does it have?" Balkhi asks. "Determining your brand personality will help you create a cohesive Instagram aesthetic that represents your business accurately and resonates with your target audience." 2. Decide what to post. "If you don't figure out in advance what type of images and videos you'll post on Instagram, you'll likely end up with a bit of everything, which won't create a consistent look," Balkhi writes. He suggests choosing 1–3 types of content or topics to share that you want your brand to be known for, and then posting that content all the time. 3. Choose a theme. "There are a number of different Instagram themes you could consider," Balkhi writes, "such as dark and moody, clean and minimalistic, vintage or tropical." Or, you can simply choose one main color. According to a study by the University of Loyola, Maryland, color increases brand recognition by up to 80 percent. 4. Decide on a grid layout. What's a grid layout? "A grid layout is how you position posts in your feed," Balkhi explains. "A good grid layout will help you visually organize your Instagram feed and create a consistent look overall." Some grid layout ideas include tile (alternating images and quotes with solid backgrounds), row by row (each row of your feed tells a story), and rainbow (the color of your feed changes as you scroll). 5. Pick a filter—just one. "If you're going to use Instagram filters on your photos, remember to choose just one filter," Balkhi suggests. "When you use a bunch of different filters, your feed won't have a consistent look. Choose one filter that matches your Instagram theme and stick to it." Minimalist Nails

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