The Underground Revolution

By JanyNicole Stehman

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On November 17th 2014 8 finalists all gathered in Las Vegas to compete in Underground Revolution’s Men’s Haircutting Championships hosted by Peter Anthony.  Andy Bates, Senior Stylist at AJFsalon and part time teacher here at Federico,  was one of those 8. Finalists competed to place in one of three categories, Best Over All, Best Technique/Execution, and Best Picture. Andy was able to take second place at the event, winning the Best Execution and Technique category.

His model presented a few unique challenges. He had a lumpy parietal ridge with a flat occipital and a deep receding hairline at his temples.

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The model wanted to keep his length but felt his previous look was too moppy, so Andy went for a mod/brit rock look with structure within the shape and soft edges. The end result had a Bob Dylan meets Daryl Dixon vibe to it.

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Congratulations Andy on an Amazing job!

The Thin Line between Love and Respect

by Tera Thorne

In the service industry it can be incredibly difficult to walk the line between providing excellent customer service and just being taken advantage of.  Especially when first starting out. We tend to bend to the will of our clients because we need them to pay the bills.  Finding the perfect balance can be difficult.  You need to respect your clients while somehow ensuring that they will respect you.  So, here are a few tips on how to get your clients to both love AND respect you.



You can’t enforce your boundaries if you don’t know what they are.  Create policies that protect your time and money.  Policies addressing late arrivals, cancellations, no shows, and insufficient funds all ensure that your client will respect your time and your business.  Make sure your policies are fair enough that you feel comfortable enforcing them.



Posting your policies will clarify your boundaries but explaining your policies to your clients will help them understand how their behaviors directly affect your business.  Most clients will respect your policies and your time more if they understand the reasons why.  This same approach can also increase your sales and client loyalty.  The more educated a client is, the more empowered they feel in the relationship.



Consistency defines your business. Established businesses are successful because the client knows exactly what to expect when they walk through the door.  Time and money are too valuable to gamble on whether or not you’re going to receive good customer service or not.  This idea applies to all aspects of your business including your policies.  If a client knows you and you don’t enforce your policies, there is nothing stopping them from taking advantage of you.



Studies show that it costs 5-7 times more to gain a new client versus keeping a current one.  Communicating your appreciation of their continued patronage can be done in a number of ways that are easy and of little to no cost.  Simple gestures such as sending out birthday cards or making follow up calls after services can speak volumes about how much you value your clients.


Make yourself standout by turning your basic services into luxury ones.  If they came in for a cut and color, offer a free makeup touch up. If makeup is not your forte try offering a conditioning treatment or a neck and shoulder massage while their color processes.  These small offerings show your clients that you appreciate them and are willing to give them a little something extra for their time and loyalty.  Chances are they will return the favor by tipping you better and you will recoup your losses.  To be safe you can build the added cost into your service pricing.



If you have the time and availability, be open to helping your client out under special circumstances.  We create our business hours for a reason but a client who knows you will sacrifice a little bit for them will repay you in the long run.  Whether it be in returned clientele or word of mouth advertising, you can expect a great reward in return.



Have you ever heard the saying “Familiarity breeds contempt”?  It means that when something becomes familiar to us, we no longer value it or respect it as much as we originally did.  The same thing goes for your client.  When you start planning vacations together or the conversations start to get too personal, you blur the lines between “stylist” and “friend” which can cause strain in the relationship.  Friendships frequently come with exceptions and expectations which are counterproductive to building a solid working relationship.  Keep it simple and keep it professional while remaining friendly.  Your client will thank you for it in the long run.

Halloween Round-Up

By JanyNicole Stehman

It’s the 31st and the official end of our month-long  Halloween activities at Federico. October lets us explore a different side of the beauty industry than what we see in the normal day to day. We go from the everyday to full fantasy. The students get to do everything from dolls and ice queens to gore and the undead.

Students had the opportunity to do FX makeup for Corbett’s Grindhouse of Horror in Roseville every weekend this month transforming their staff into zombies and ghouls.



Several students were also able to work with GoodDay Sacramento to create last minute costumes for kids and adults. GoodDay  covered Sugar skull makeup, broken dolls, a fast and easy ninja costume, Maleficent, Elsa, killer clowns and many more in a 3 part special.


Filming happened at the crack of dawn, but the hard work paid off, Mark S. Allen was so impressed with the transformations that he had students turn him into Joan Rivers on Halloween morning.

Check out the videos below for all of the footage!


The Other Guys by Tera Thorne


Recently we shook things up at this is little beauty institute in Sacramento.  For the first time ever, we merged our barbering students with our cosmetology students on the studio floor.  The studio floor is where our future professionals are stationed while they take clients.  If they do not have an actual client to work on, they stay in the studio and hone their skills.  It looked great on paper but what we couldn’t account for is how the students would react and it raised the question:  Can we all get along?

Let me paint you a picture.  We have 4 rows with approximately 68 stations, another room that can hold 12 students and then a number of classrooms that can accommodate the over flow.  Imagine 70 cosmo students, flossing their particular brand of fashion and hair, a sea of black aprons and smocks.   And then, in walks the crisp white smocks of 20 barbering students.  It conjures up the scene from Pitch Perfect, when the Bartone Bellas and the Treblemakers compete head on.  It’s a classic battle scene but with a twist.  It’s the clippers vs the shears.  Light vs dark.  The Jets vs the Sharks.  What happened next?  I have no idea I work in the office!  In order to find out I went out in the field to survey the situation.

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Upon first glance, it looked calm enough.  Students are wandering around trying to get ready for appointments while others already have their mannequin heads on tripods cutting, perming, and curling away.  I walk up to Amanda W., one such student.  As she combing out another section of hair I ask her about what she thinks about the new seating arrangements.  She said that she thought it was a good thing.  “The barbers get all the clipper cuts for the most part so it’s nice to be able to watch the demos happening on the floor.”  She also likes being able to ask them questions about cuts that are traditionally considered barbering cuts.

As I watch two cosmo students discussing clippers, cases, and different size guards with a barber student, I had to wonder if this conversation would have happened if we kept the two groups segregated.  Aline Z. doesn’t think it would have.  She said before they merged the two groups the barbers and cosmo students pretty much stayed to themselves but now they are working together.  “I admit, at first I didn’t think it was going to be a good idea but it has been so awesome.”  For example she said that she traded services with a barber.  While she got tips on her clipper cuts, he was coached on his shampoo and blow drying techniques.


The most surprising and exciting news I received was that there was a master finger-waver hiding amongst the barbers.  Alexis W. was sporting some beautiful finger waves and when asked who her stylist was, she said Danny D.  I spoke to Danny and he said he has only being doing finger waves for 2 weeks.  “Mr Jerry taught me two weeks ago and I’ve just been going at it ever since.”  He supplemented his education with youtube videos and within this short amount of time he has already gained a little following.  I asked him what the secret to a good finger wave was.  “It’s all in the technique.”  He grabbed a second comb and held the ridge of one wave before rounding the edges of the next.  He continued by saying that “if you’re going to comb it out you need to use a non-alcohol based gel to avoid flaking and you have to wait until its completely dry.  If you don’t wait, it’ll go straight.”

As I watched Danny apply passion and patience to his work I am reminded of the schools core values: Respect, Inspire, Create.  You can see the respect he has for the work he’s doing.  It shows in his persistence and his desire to improve.  He was inspired by an educator which has led him to inspire others.  Cosmo students have come seeking his knowledge and on occasion his inspirational spark has led to impromptu tutorials.  This leads me to Create.  In the world of hair and makeup, creativity is always present but what has been created on our studio floor is a culture.  Through a small change in policy we created a shift in the learning environment of our students.  We opened the doors between two different worlds and found that they’re not that different after all.  This is something unique to our school and it sounds like it’s not only deepening the education of our students but its fostering cooperation and building new relationships.  And while I can’t take credit for what has been created here I can sure reveal in the afterglow, and so can you.  If you’re interested in becoming a part of our blossoming culture and are interested in cosmetology, esthetics or barbering please notify our admissions department for more information.

My First Impressions

Hey everyone, my name is Andrew Myers, Federico’s new student Services Coordinator.  I’m a 25 year old guy who’s only exposure to the beauty industry is the haircut I receive every couple weeks. Compared to my friends, I’m probably the most concerned of my appearance. A few of my friends haven’t seen a razor or a pair of shears in years, and have no intention of changing that any time soon. In fact, if you would have told me six months ago that I’d be working in the beauty industry I would have laughed at you. Yet here I am, starting a job working for a beauty institute. So, I’d like to share with you my initial impressions about the industry.

It’s not just about hair. I know, in retrospect I can’t believe that’s all I thought it was, but maybe you’re in the same boat as me and are equally blown away that hair is just one portion of the industry. The men and women here do cut hair, but they also address nearly every aspect of the human body. Where a painter has a canvas to create a work of art, a cosmetologist has the canvas of a human body to do the very same thing. In the case of the cosmetologist, however, they have a canvas with particular contours and preferences so there’s an added degree of difficulty in creating their piece. Here are a few examples of the transformative power of this industry:


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Even though there is an incredible amount of skill and talent shown in the images above, that isn’t where this industry ends. There is an immense push in this industry to help the less fortunate as well as those who have been through a tragedy. Some of the students I’ve met here at Federico want to take their licenses and follow it up with a nursing program so they can use their skills to help people with severe burns and the victims of abuse. Their hope is to remind these people of just how beautiful they are and to restore the physical beauty they had before their tragedy.

Here are a couple examples of the work they do:


As you can see, the work this industry does is impressive, helpful, and so much more than just hair. In just a few short days in this Industry I’ve discovered this much. I’m excited to see what the future holds and I hope you enjoy reading about it.

 -Andrew Myers

A personal message from Joseph Federico.

Recently, I became a proud parent. I was doubly blessed with twins: a boy and a girl. Becoming a parent for the first time I was flooded with fears, thoughts, and dreams for my children. Don’t worry I am not going to start to wax poetic about life and children, far better writers  than myself have devoted oodles and oodles of verse and prose to the subject. Instead, I want to speak of one subject in particular– longevity.

Being part of the third generation in a family business, it made me think what is Federico going to look like when my newborns become adults? Are they going to want to follow me into the family business? This industry was never forced onto me or brothers. Our parents gave us the freedom to make up our own minds, and I too want to give that option to my children. The question then becomes how will Federico weather the storms of uncertainty the future is bound to bring? In an industry that is constantly reinventing itself, how will we at Federico ensure that we remain at the forefront of these changes?

The answer that I keep coming back to is RIC (Respect Inspire Create). RIC is the essence of what we hold dear at Federico. Some may call it our guiding principles. Everything we set out to do within these four walls is an offshoot of RIC.

RIC is about respecting the craft, honing our skills, and showing up every day to do what we do. RIC is being so inspired that inspiration becomes naturally contagious to all those around you. And lastly, RIC is about creating. This goes far the simple artistic definition. It is about creating a community. It is about elevating everyone by giving back, by teaching and by expanding horizons.

I feel that if we commit ourselves to these basic principles that our reach will exceed our grasp. Federico will continue to not only strive but flourish for years to come so that my children and my brother’s children will have that choice to participate in our family passion.

Thank you for reading this.

Joseph Federico