Influence the Influencer
"Having influence doesn’t mean you’ll be the most influential person in every room. The skill is knowing who is."
🖤 From Jen: Influence the Influencer
Hi BEAUTISTA Fam,
September always brings a busy schedule in our house. Sports kick off, school is in full swing, the days somehow feel shorter and the weeks start flying by. And while I HATE the cold, there is something about this time of year that I love. Crisp air, football, pumpkin spice, fireplaces and me blasting classic Halloween movies while I cook dinner like that is a completely normal thing to do. (Please tell me it’s not just me.)
This week I was on my way to our town football game with one of my friends and she was telling me that her daughter was having a hard time on her soccer team. There was another girl on the team who didn’t like her, and she was not exactly being shy about it. Her daughter came home upset, which is awful as a parent because you want to fix it, but you also know this is part of life. Our kids go through it. We go through it. It happens at school, on teams, in friend groups and DEFINITELY in the workplace.
As she was talking, I immediately said, “influence the influencer.” Years ago I read Key Person of Influence by Daniel Priestley, and it changed the way I thought about influence. My version of one of the biggest lessons became this: every group has people whose opinions carry more weight. Every team. Every company. Every friend group. Every classroom. Every industry. And it isn’t always the person with the biggest title or the loudest voice. It’s the person everybody looks at when an idea gets introduced. The person people ask before they make a decision. The one who can say, “Actually, I think this is a good idea,” and suddenly people who were resisting five minutes ago are willing to listen. That person has influence.
And I want to make an important distinction here because “influence the influencer” can sound like advice for someone who doesn’t have influence themselves. That is NOT what I mean. You can have a tremendous amount of influence and still find yourself in a moment where you are not the person being heard. I was director-level. I had a strong track record. I had led teams, built programs, had wins behind me and knew I had credibility. And there were STILL times when an executive, boss or colleague was resistant to something I was proposing. That didn’t suddenly mean I wasn’t influential. It meant with that person, on that issue, in that moment, somebody else had more influence than I did.
Once I understood that, I stopped thinking, Why aren’t they listening to ME? and started asking a much better question: Who ARE they listening to? That question has helped me more times in my career than I can count. Maybe I knew a particular executive trusted another leader’s opinion. I would go talk to that person first. I’d explain what I was trying to accomplish, ask them what I was missing, let them poke holes in the idea and understand where the resistance might be coming from. Sometimes they helped me make the strategy better. Sometimes they gave me insight I didn’t have. And sometimes they genuinely got excited about the idea themselves. Then when the bigger conversation happened, I wasn’t the only person advocating for it. And it worked almost every single time.
I used the same strategy when I was leading teams. If a major change was coming down the pipeline, I learned pretty quickly that announcing it to an entire group and expecting everyone to immediately get excited was usually not the smartest way to do it. There was almost always someone on the team who had influence. Sometimes it was a manager. Sometimes it wasn't. So I would meet with that person ahead of time. I’d explain what was changing and WHY. I’d ask what they thought people would struggle with. I’d listen. And if I could get them genuinely bought into where we were going, the rollout was almost always smoother. Because people don’t only take cues from leaders. They take cues from people they trust.
Now back to the soccer field, because socially this is a little harder. I am obviously not suggesting that a kid walk up to the most popular girl on the team and say, “Hi. I’ve identified you as the key person of influence and I would like to strategically befriend you.” :) That sounds terrifying. What I meant was: stop spending all of your energy trying to win over the ONE person who has already decided she doesn’t like you. Look around. Who are the kids who are kind? Who seems confident? Who gets along with different groups? Who has a voice on the team? Start building relationships. Sit next to someone different. Ask them a question. Compliment a great play. Talk after practice. Invite someone to grab something to eat. Give people an opportunity to actually KNOW you. And here is the important part: don’t spend that time telling them why the other person is wrong about you. Let them form their own opinion. Because when more people know you for themselves, one person’s opinion stops having so much power.
Adults do this too, by the way. We just disguise it better. A colleague forms an opinion about you. A manager doesn’t like your idea. Someone in your industry doesn’t particularly care for you. And our instinct is often to pour all of our energy into changing THAT person’s mind. Sometimes that is the least effective place to put your energy. Influencing the influencer isn’t about manipulating someone. It’s about understanding how trust moves through a group.
Who has credibility here? Who does this person respect? Who helps shape the opinion of the group? And can I build a genuine relationship with that person? There will also be times when you cannot influence the influencer. They may not like you. They may completely disagree with you. They may even be the person creating the problem. Fine. Find another center of influence. There is rarely only one. Maybe it’s another respected teammate. Another executive. A coach. A customer. Someone with expertise. Someone whose opinion carries weight for an entirely different reason.
What I’ve learned is that having influence does NOT mean you will be the most influential person in every situation. You could be a student who normally feels confident and still walk onto a team where someone else controls the social dynamic. You could be an incredibly talented beauty pro and walk into a salon where relationships existed long before you got there. You could own the business and still have an employee the rest of the team trusts in a way they don’t trust you yet. You could be a senior leader with years of results behind you and still sit across from an executive who simply values someone else’s opinion more on that particular issue. That doesn’t diminish your influence. It just means you need to understand the influence around you.
So the next time you feel like you aren’t being heard, before you push harder, get louder or decide the idea must be dead, stop and look around. Who does this person trust? Who does the group listen to? Who can say the exact same thing you’ve been saying and suddenly make people stop and think?
Go talk to that person. Get their perspective. Let them understand what you are trying to accomplish. And if they believe in it too, let their influence help carry the idea farther than yours could in that moment.
You don’t always have to be the most influential person in the room. You just need to know who is.
xoxo,
Jen Martinelli
🚀 The Shift: Weekly Mindset + Strategy Upgrade.
Stop Pushing. Read the Room.
Think about ONE situation right now where you feel like you’re not being heard. Maybe it’s an idea at work. A change you’re trying to make in your business. A team dynamic. A group at school. A boss who keeps shutting something down. Someone whose opinion of you seems to be influencing everyone else.
Instead of pushing harder this week, stop and look at the influence around you. Who does this person listen to? Who does the group trust? Who has credibility here?
Then have ONE conversation. If it’s work, ask that person for their perspective. Show them what you’re trying to accomplish and let them tell you what you might be missing.
If you own the business, think about the person on your team everyone naturally goes to. Bring them into the change earlier instead of waiting until the announcement.
If it’s school, a team or something social, don’t chase the person who has already decided they don’t like you. Widen the circle. Sit with someone new. Start a conversation. Let more people get to know you for themselves.
This is NOT about getting someone to do your convincing for you. It’s about recognizing that the direct path is not always the most effective path.
Sometimes the shift is simply going from: Why aren’t they listening to me? to: Who ARE they listening to?
Then start there.
🎙️ In Case You Missed It (ICYMI)
29 classes. FOUR days. We were BUSY this week.
If you missed them live, there is a LOT to go back and watch on-demand. Color, blonding, cutting, texture, barbering, styling, scalp, skin, lashes, bridal, business... we covered basically every corner of this industry.
Bioelements — 2.0: The Next Facial Evolution: Advanced facial protocols with pro-only formulas, including hydration, firmness, resurfacing, microbiome support, extractions + layering actives based on what your client’s skin needs.
OLAPLEX — HairBestie Live: The Guy Tang Experience: Guy Tang live from LA covering dimensional color, time-saving techniques + the debut of Shape Set Hairspray.
R+COLOR — HYPERMATIC Speed Date: A deep dive into their 10-minute demi-permanent liquid color + how to choose across the full R+COLOR lightening system.
Pureology — Bridal Hairstyling & the Business: Not just bridal hair... how to attract bridal clients, price the service, manage consultations + create a business that doesn’t burn you out.
Endure Beauty — Lash Lift & Tint: Lash health, consistent lift + tint results AND the business behind adding the service to your menu.
Bumble and bumble — Shag: Curly Edition: Taking the ’70s shag into curly hair with layering, bangs, framing + custom shaping.
Johnny B — Get Technical: Clipper Cutting: Clipper-over-comb, blending, line-ups + styling for today’s grooming trends.
L’Oréal Professionnel — Metal Detox Certification: How metals inside the hair fiber can impact breakage + color results, plus the Metal Detox regimen and certification.
OLAPLEX — Total Transformation: Pro Difference Scalp to Ends: A 30-minute premium treatment upgrade covering chelation, repair, scalp care + professional masks.
Surface — Intro to Core Cutting: Consultation + the foundational principles behind the Surface Core Cutting System, with two complete cuts taught from start to finish.
Living Proof — Volume Blow Dry Techniques: Tools, technique + product technology for creating volume that actually lasts.
Redken — Lift & Tone Pro Connect: Blonde IQ, the Redken lightener portfolio + how to choose the right lightener for different blonding techniques.
Redken — Shades EQ + Shades ALK: Acidic and alkaline demi color, formulation, glossing + how to build those services into your color menu.
Pureology — Color Care Certification: Why color fades, how to extend longevity + how at-home care can build client trust, retention and retail.
There is A LOT here. Pick one thing you want to get better at this week and catch the replay.
(And if you're a salon owner, school leader, or educator—share these with your team. One class can change a service. A habit of learning can change a career.)
💻 Tech-Forward:
Where tech meets beauty (and your next big move begins).
3 Social Trends Going Viral
You know when you see a Reel EVERYWHERE and think, I should do that for my business or myself as a student or pro... and then never do it because you don’t know what your version should be?THIS is where AI is actually useful.
Here are three trends beauty pros can steal right now—and a prompt at the bottom that will help you turn any one of them into YOUR version.
1. Sometimes You Just Need a Little Push
The trend: Someone walks past a business... and another person literally pushes them inside. Simple. Funny. VERY easy for a salon, spa, barbershop or suite. The format has been trending specifically for brick-and-mortar businesses.
2. 5 Things That Are Actually Worth Your Money
I LOVE this one for beauty because you can educate without making it feel like an educational post.
The trend is basically a rapid-fire list of five things you genuinely think are worth spending money on.
A colorist could do:
5 things I actually think are worth your money as a colorist
Professional shampoo.
Heat protectant.
Regular trims.
A good shower filter.
Getting the color correction done RIGHT the first time.
An esthetician, nail artist, barber, makeup artist... everyone can make this their own.
3. Some People Call Me...
It starts with what people normally call you and ends with what they should call you for. It’s basically a sneaky little way to tell people your specialty without posting “BOOK WITH ME!!!”
“Some people call me Madison.
Some people call me Maddie.
You should call me when you want a blonde that doesn’t look like everybody else’s.”
Or:
“Some people call me Jess.
Your curls can call me when they’re tired of being treated like straight hair.”
See where this can go?
NOW LET AI DO THE HARD PART.
Copy + paste this into ChatGPT:
I am a [hairstylist/barber/esthetician/nail artist/makeup artist/student/educator/salon owner/beauty brand] and I want to grow [my clientele/my personal brand/my business/my career opportunities/my audience].
I specialize in [tell me what you do] and I want to be known for [tell me what you want people to associate with you].
My ideal audience is [clients/employers/brands/other beauty pros/etc.] and my personality online is [funny/direct/luxury/educational/warm/etc.].
I want to create my own version of this social media trend: [PASTE THE TREND HERE].
Give me 10 ideas that feel natural for ME. Do not make them generic, cheesy or overly promotional.
Then choose the strongest idea and give me the exact on-screen text, what to film shot by shot, approximate timestamps, caption, CTA and anything I should prep before filming.
I want this to feel like a trend someone would actually stop and watch - not an advertisement.
You do NOT need to become a content strategist overnight. You just need to know how to take what’s already working and make it YOURS.
What we're learning from Hiring Funnels:
The Salon That Gets Remembered
Our Customer Success & Operations Manager April asked a salon owner a simple question on a kickoff call: if someone was interested in working for you but wasn't quite ready to apply, what would you say to them?
I'd invite them to interview me.
It's a small shift in thinking that changes everything about how a hiring conversation goes.
Most initial conversations with candidates go one direction — what can you do, how many years, do you have a book, what's your availability. The salon evaluates the candidate. But great candidates have options. They're evaluating you at the same time. And a lot of beauty businesses are losing them in that first conversation without realizing it.
The salons that stand out lead differently. Instead of opening with what they need, they open with who they are. Here's what that looks like in practice:
Tell them your story before you ask for theirs. Why did you build this place? What do you stand for? What does a Monday morning actually feel like here?
Ask what they're looking for. Not just in a job — in a career. Where do they want to be in two years? What haven't they found yet? Then show them how your salon is the answer.
Make space for their questions. The candidates worth hiring will have them. The ones who don't ask anything aren't that curious about where they're going.
Share what growth looks like. Education, clientele building, mentorship, a real path — not just a chair and a schedule.
The best candidates aren't just looking for a job. They're looking for the right place. Your job in that first conversation isn't just to decide if they're a fit. It's to show them why you are.
🔥 What’s Happening:
Virtual Live Events You Don’t Want to Miss
Next Live Virtual Classes
Next week is another BIG one. Scalp, blowouts, texture, blonding, reds + coppers, curls, social media, brows... and some seriously good artists teaching live.
⭐ FEATURED: Color WOW — The WOW Factor: Celebrity Hair Secrets & Styles To Get Noticed
September 21 · 12:00 PM ET
Celebrity stylists Joseph Maine and Kendall Dorsey are breaking down the details behind hair that actually gets noticed—on the red carpet, in photos AND on social. Think camera-ready styling, celebrity-inspired trends you can translate behind the chair, finishing techniques + how to create the kind of work people remember and talk about.
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ALSO HAPPENING NEXT WEEK
Biolage — Essential Scalp Certification
September 21 · 11:00 AM ET
Scalp analysis, dryness vs. dandruff, personalized care regimens + how better scalp consultations can build trust and revenue.
Pureology — Hairstyling: Voluminous Blowouts
September 21 · 11:00 AM ET
Tension, sectioning + product strategy for big, glossy, long-lasting bombshell blowouts.
OLAPLEX — Healthy Hair Express: 3 Minute Revenue Driver
September 21 · 11:00 AM ET
A three-minute service upgrade designed for non-chemical clients that adds repair + hydration without adding a ton of time to the appointment.
KEVIN.MURPHY — DE.CODE
September 21 · 12:00 PM ET
Consultation, color selection, correction, removal + the thinking behind the CODE permanent color range.
Living Proof — Style Lab: Natural Texture and Curl Styling
September 21 · 12:00 PM ET
Curl identification + techniques to define, control or enhance natural texture while building hydration, smoothness + shine.
L’ANZA — Luxe Threads: Weaving Silky Blondes & Velvet Brunettes
September 21 · 1:00 PM ET
Multi-tonal placement, dimensional blondes + brunettes and high-gloss finishes.
Moroccanoil — Mastering Care-Infused Blonding Techniques
September 21 · 1:00 PM ET
Intentional placement, controlled lift + modern blonding with hair integrity built into the process.
Pulp Riot — Red & Copper Formulation with FACTION8 & Semis
September 21 · 3:00 PM ET
Formulation for reds + coppers, plus using semis to overlay, seal and add another service opportunity.
Mizani — Identifying Texture Types & Care Regimens
September 22 · 11:00 AM ET
Curl types, porosity, density + how to create more personalized texture-care recommendations.
L’Oréal Professionnel — Majirel Essentials
September 22 · 12:00 PM ET
The updated Majirel formula, grey coverage + multidimensional formulation across hair formations.
Malibu C Professional — Fundamentals 101
September 22 · 12:00 PM ET
The science behind Malibu C, Vitamin C technology + how to bring its non-oxidative approach into salon services.
Bumble and bumble — Mullet: Curly Edition
September 22 · 12:00 PM ET
Shape, personalization, weight removal + styling for the modern curly mullet.
Color WOW — Intro to Let’s Get Reels
September 22 · 2:00 PM ET
Lighting, positioning, transitions, filming, editing + building a personal brand with scroll-stopping video.
Redken — Shades EQ Pro Connect
September 22 · 4:00 PM ET
Seamless glossing with Shades EQ + Bonder Inside and how to work acidic demi color into your service menu.
Endure Beauty — Brow Lamination & Tint
September 23 · 12:00 PM ET
Brow lamination + tint as a service, with a focus on results, rebooking + bundling.
Pravana — The Weekend Bronde: Express Blonding and Toning
September 23 · 12:00 PM ET
Quick dimensional blonding + toning techniques for lived-in bronde results in less time.
And yep... they’re ALL FREE on BEAUTISTA.
(And if you’re reading this as a salon owner or educator — send your team. One class can shift an entire culture.)
👀 Watch This Space
(Jobs Worth Seeing)
👀 Watch This Space
Salon Hawthorne |📍Spring, TX
OPEN ROLES
This one caught my attention because it’s for the stylist who wants the independence of running their own business... without feeling like they’re completely on their own in a random rental space.
Salon Hawthorne is a really intimate, five-chair salon just outside The Woodlands. You manage your own schedule, your own bookings, your own clientele AND you can work with the color line you prefer. But they’ve already handled a lot of the stuff that can make renting a chair annoying—towels, back bar, laundry, weekly cleaning, VISH SalonScale, a break room + 24-hour access.
So you get the freedom of being independent, but in a space that still feels polished and intentional.
The weekly rate is $300 with a 6-month commitment, and they’re looking for a Texas-licensed stylist who already has a clientele they want to keep growing.
If you’ve been thinking about making the jump into chair rental but still want a professional environment around you, this one is worth a look.
CHECK OUT THE OPPORTUNITY →
🎤 Educators Wanted: Your Dream Role Just Went Live
Ready to teach, inspire, and represent iconic brands?
💥 Educator roles at Pravana and Kérastase are LIVE on BEAUTISTA.
Whether you’re a seasoned pro or a rising educator, this is your moment.
🔦 BEAUTISTA Spotlight
Madison Battersby 📍Fairfax, VA
🎓 Paul Mitchell The School Roanoke
Madison’s story is such a good reminder that a cosmetology license can take you in SO many directions.
She started behind the chair, but quickly realized what really lit her up was education, product knowledge, makeup, skincare and understanding how products are actually developed. That led her into beauty advisor roles, brand ambassador work, MAC Cosmetics and now even cosmetic science certifications while she finishes her Bachelor’s degree in Business.
And I LOVE this part of her story: Madison’s interest in beauty started with getting her makeup done at a MAC counter when she was younger and remembering how seen, heard and confident that experience made her feel. Years later, she ended up working for MAC herself. Full circle. :)
Her BEAUTISTA portfolio does a really nice job showing that her career isn’t just “hair.” She highlights makeup, retail, marketing, events, brand education and cosmetic formulation science - all the things that make her different.
She’s also Open to Opportunity, and I think brands looking for someone who understands both the consumer AND the education/product side of beauty should absolutely take a look.
Want this for your students?
Reach out to hello@beautista.com and we’ll show you how to make it happen.
💫 WE WANT TO FEATURE YOU
Have a story about how BEAUTISTA helped or inspired your career? Email us at hello@beautista.com to be spotlighted in an upcoming issue.
💡 BEAUTISTA Tips & Tricks
Bring Redken Symposium TO Your Salon
Salon owners... this is SUCH an easy culture idea. Redken Symposium 2026 is still available on-demand on BEAUTISTA for $49. You get 10 classes, 12 educators and about five hours of education covering blonding, brunettes, gray blending, cutting, creative color + more. No flights. No hotels. No travel days.
Bring Symposium into YOUR salon or spa and make a thing out of it. Order lunch. Block a few hours. Put it on the big screen. Give everyone notebooks. Watch together. Pause when something sparks a conversation. Talk about what your team could actually try behind the chair. Practice it. Make it FUN.
And while you’re doing it... capture it.
Take photos. Film little clips. Get the team talking about what they learned. Share the day on Instagram. Because investing in education does more than build a smarter, stronger team. It shows people what it feels like to WORK there.
Future hires are looking at your social media too. They’re paying attention to whether your team learns together, whether people seem connected, whether there’s opportunity to grow and whether the culture looks like somewhere they actually want to spend their time. So one education day can give you: A stronger team. Better skills. Better culture. AND recruiting content that actually shows what makes your salon different.
That’s a pretty good return on $49.
BRING REDKEN SYMPOSIUM TO YOUR TEAM →
💌 Pass It On
Know someone who needs this kind of real talk in their beauty journey?
Share The TRIMM with a fellow BEAUTISTA and help them grow, too.
Catch up with last week's newsletter here.
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