The client
Your Kind of Cuts is a sensory-friendly barbershop on Centre Street in Nutley, New Jersey, for children and adults with autism, sensory sensitivities and other special needs. Haircuts are never rushed: toys, fidget tools and a calm, patient barber turn one of the hardest appointments of the month into a good day.
The challenge
For many parents of autistic children, a haircut means tears, meltdowns and a barber watching the clock. Before they book, they need to see that this barber is different. No advert can prove that, but real moments in the chair can.
The content
Short vertical videos filmed in the shop, built around one idea: take your time. Each reel follows a real haircut from nerves to trust, with an opening line that speaks straight to parents:
- “Watch what happens when you never rush the chair”: a full haircut done at the child’s pace, with toys and fidgets in hand.
- “POV: You found a barber who understands sensory needs”: the moment a parent realises their child is calm in the chair.
- “Trust the process”: a nervous first haircut that ends in smiles.
- Behind the chair: why the barber takes on the haircuts other barbers avoid, and why he loves the job.
The same moments run on Instagram Reels, Facebook Reels and TikTok, each with captions and hashtags written for that platform, from #autismhaircut and #sensoryfriendly to local tags like #NutleyNJ that reach families nearby.
The results
- 14 million views on TikTok for a single haircut, with 1.3 million likes and more than 40,000 saves.
- “Always take your time” reached 2.1 million views on TikTok and more than 68,000 likes on Instagram.
- Nearly 20 million TikTok views across the four videos in this case study.
Public counts from Instagram, Facebook and TikTok at the time of writing (October 2026).
See it live
- Website: yourkindofcuts.com
- Instagram: @yourkindofcuts
- Facebook: facebook.com/yourkindofcuts
- TikTok: @yourkindofcuts
