Eye Lash

JAN-FEB 2018

Eye Lash covers the latest makeup, eyelash extension and eyebrow trends for makeup artists, lash and brow stylists, and other beauty industry professionals who provide eyelash extension, eyebrow shaping and makeup application services.

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GETTY IMAGES 40 eye | la | JANUARY/FEBRUARY 2018 | eyelashmag.com Gaining business through social media takes more than just a spectacularly mapped lash; it also takes an eye for photography. With the right lighting and correct angles, a perfectly framed lash extensions photo catches the eye of prospective clients and lets them snag a glimpse of your artistry. "Almost everyone has a digital presence, and one of the fi rst places [clients] go for information is social media and review sites," says Veronica Rich, London Lash master trainer and owner of Rich Lashes Atelier in East London, United Kingdom. Agrees Lia Juhas, master lash artist and trainer in Mississauga, Ontario, Canada, "Social media plays such a big role in our community; you need an online portfolio to win over clients … Clients want to see proof of how good you are." Not to mention, your imagery will help to grow your brand. "Social media completely built my business, and if it weren't for my photos, I believe I wouldn't have had the success I've had," attests Christina Ballstaedt, founder of Eyelashtina in Las Vegas. She divulges that she's built her clientele almost exclusively from Instagram, where she boasts more than 20,500 followers. In addition to grabbing consumer attention through smart images, the right photos can help you network, land jobs with brands and be inspired by other lash artists' feeds. "It's a way of journaling our stories and progress but, most importantly, we're creating connections with our peers," says Ballstaedt. That sense of community, according to Natalie McCarty, NovaLash global brand ambassador and lash artist at Ultra Performance Hair & Nail in Monroe, Michigan, allows artists to "help one another succeed." The icing on the cake: Your social media feed can bring lash companies to your virtual doorstep. "Posting pictures gets companies to notice you, creating new job opportunities," says Juhas, who shares she's been approached by multimillion-dollar beauty companies thanks to her Instagram feed and its 30,600-plus followers. So pick up your smartphone or digital camera: Our lash pros' tips will have you packing your social media feeds with the perfect business-building shots. A PICTURE'S WORTH ANGLES Photo angles also make or break the image. "Find angles that are complementary to the client's face and avoid angles that cause facial distortion; after all, no one wants her nose looking like Mount Everest!" Ballstaedt laughs. After completing one eye, NovaLash brand ambassador Lauren Frances Lord of Nu Dreams in Alfaz del Pi, Alicante, Spain, likes to take a direct, dead-on approach: "Have the client look straight into your camera, with [one eye] lashed and the other bare. This really shows potential clients what a difference wearing lashes makes," she says. For macro (meaning, up close) shots, Juhas recommends shooting one eye only to allow for a zoomed-in photo with more details. Most close-up shots can be best executed while the client lies down. If you desire a closed-eye shot, she suggests positioning yourself behind the client's head and taking a picture downward from the side. "This is a very pretty angle and the client's nose doesn't stand out as much as it would standing directly behind them," Juhas says. Fotini Filini, NovaLash global brand ambassador and owner of Lashes by Fotini in Deerfi eld, Illinois, uses this angle for both "before" and "after" pictures. "I can see the shape and layout of the lash style and how different it looks from the 'before' photo," she says. For open-eye macro shots (a lash pro favorite), direct clients to look up slightly; this angle shows off "the cleanliness of the lash isolation and coverage," Juhas adds. When in doubt, take multiple pictures from all angles, suggests Juhas. Her reasoning: You'll likely fi nd a few angles that show off your work best for that particular client. "Different angles can also indicate that your work looks good no matter what angle you look at it," she reasons. In the highly competitive world of lashing, knowing how to snap a photo of your work can be absolutely priceless. By Karie L. Frost LIGHTING Natural lighting ranks high for lash artists, thanks to easy mobility of clients in the light source and sunlight showing off a client's eye color. "I like to start all full sets at 9 a.m. to ensure I'll be able to capture a fi nished look in the perfect light and avoid harsh shadows from the direct sun," says NovaLash 2015 Lash Artist of the Year Bianca Martinez of Lashes By Bianca in Yuma, Arizona. When manmade lighting is in order, lash pros turn to LED lighting. Ballstaedt opts for two easily adjustable Glamcor LED lights, which she places on both sides of the client, reasoning, "You want enough lighting so that it's evenly distributed across the client's face." Rich prefers Glamcor as well, but uses a mini ring light that clips onto her smartphone (NovaLash offers the fLASHlight) to elicit a crisp lighting effect that translates well for pictures. "I like ring lights because they put a lovely little circle of light in clients' irises that looks cool in photos!" she thrills.

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