Photo: https://www.freepik.com
The cosmetic industry is one of the most evolving industries worldwide. Today, its value is estimated at about $ 532 billion, which is an indicator that it is growing faster than ever and is one of the most lucrative industries in existence.
According to a global market analysis, consumers are increasingly interested in information about body care and appearance, leading to a significant increase in the consumption of cosmetic products. And if we think about it, each one of us uses them, starting with the hygienic ones and getting to the ones we embellish with.
Photo: https://www.thebodyshop.com
For their part, consumers really enjoy market research in the search for new, satisfying products, to take care of their health and to improve their appearance.
It is indisputable that the care and beauty industry relies mainly on visual aesthetic marketing. In this regard, it cannot do without product photography. Clearly, great preview is the best way to show a product.
It is no accident that the number of bloggers and influencers also increases – cosmetic brand ambassadors, who provide information, practical advice, make reviews and promote cosmetic products, and brands through the influence of marketing on social networks.
Photo: http://www.freepik.com
Every time we come across big brand catalogs, their magazine covers, advertisements, what really entices us is the attractive presentation of their products.
The scope of cosmetic product photography is really huge. It covers products such as makeup, facial, body, hair, perfume, lacquer, as well as all possible accessories and tools. Usually used for images, for fashion magazines, catalogs, business accounts for promoting Instagram products, for websites and online stores. For many of the world-renowned brands, product photography is an invaluable investment and the return on that investment is amazing because an image can sell hundreds and thousands of products.
From another perspective, a great makeup model photo can work as proof of high level of professionalism and as a bait for future customers. If you are interested in product photography, you are already aware that different products require different ways of shooting.
In addition to the main white background, cosmetics e-commerce companies use detailed capture, grouping of individual products and accessories, as well as models that clearly demonstrate the specific product or effect of it.
To further embellish their product images, professionals rely on creative approaches to selecting backgrounds, colors, lighting techniques, various shooting angles and appropriate attributes to achieve additional effects that capture the attention of the audience.
What is important to know about the technique of product photography in cosmetics?
Lighting
Cosmetic product photography is one of the genres that promotes the use of any type of lighting effect. Flexibility in this regard is a big plus because lighting settings are the key to success. If you decide to shoot a photo shoot of cosmetics in natural light to give them a more realistic look, it is best to miss the strong afternoon sun and place in the soft light in the morning or evening. For true professional shots, avoid using flash.
The basic rule when shooting cosmetics, especially makeup, is the color rendition. The color should match the real product and be as natural as possible If you are shooting in a makeshift studio and you are betting on natural light, the most professional results will be achieved when you position yourself in a large window. And if you want that clean, studio effect, use white cardboard as background.
Photo: http://www.freepik.com
You have to try, experiment and research how light interacts with different surfaces. The playful professional skillfully controls this. Keep in mind that when shooting high-end cosmetics, there may be some difficulties if you work with more modest equipment or are at home.
It is important to have adequate lighting- three standalone groups with a control unit. To avoid heavy shadows, reflections and take advantage of the soft light effect, provide softboxes.
The texture, color, tones, and depth of the photo depend on the lighting. Poor lighting can negatively affect your images. Brightly lit photos always stand out in comparison to the wrongly lit ones.
Photographer: Harold Ross
Background
Images of cosmetics shot on a white background are intended mainly for e-shops. In most cases, such an image is accompanied by another vivid and colorful product frame. The goal is a stronger visual impact. This tactic undoubtedly aids product description.
However, an ideally created picture of a product can be much more meaningful than the description itself. When combined with the right text, it can have a stronger impact and, in general, enhance the overall effect. And this will certainly encourage buyers.
Colors play a vital role in perceptions. A perfectly selected color scheme will help to emphasize the most important elements. To change moods to create something unique and pleasing to the eyes, it is imperative that you use the right background. It is an important part of the scene and can enhance or completely ruin the image.
Choose the backgrounds carefully. The background should be perfectly suited to the product and help to convey the message of the overall composition. It gives it a sophisticated look and focuses on the product itself.
Photo:http://www.stillstars.com
Plain monochrome, solid background adds a fun element and makes the image look vibrant.
Photo: https://www.thebodyshop.com
Soft, pastel colors complement each other’s colors well.
Neutrals are a great choice as the focus will always be on the product and never in the background. Common footage in product photography in cosmetics is two-tone backgrounds in two dimensions.
Photo: https: //www.thebodyshop.com
The colors can be selected in a way that matches the brand identity or fits the product itself. It is important, however, that they do not distract.
Relevant to the background in product photography for cosmetics are natural materials and elements connecting the product with nature, aroma (for perfume), season, composition. These can be wood, tiles, stones, granite, sand.
For example, if you are shooting for a bio-cosmetic product you can include floral patterns or leaves. Create a natural environment that reminds you of nature. This alternative choice of background will not only enhance the attractiveness of the product, but also differentiate you from your competitors.
Photographer: Oliver Suckling
Photo: https: //www.crafter.epinone.com
Creative photographers, innovators in their field, often create movement in product frames of makeup and other luxury items such as perfumes, body lotions, etc. In such photographs, we find a spray of powder or dripping consistency. And they almost always get attention and look good because the main product is clear and focused.
Photo: https: //www.behance.net
Recently, geometrical elements, shapes and backgrounds have become the main trends in product photography. Also found in cosmetics product frames.
Photo: https: //www.form.decorcir.com
Photo: https: //www.behance.net
The inclusion of a model is commonplace when it comes to product photography of cosmetics, especially makeup. Professional photographers rely heavily on working with a suitable model and generally a model they know well. They choose their models according to the specific products to be filmed.
Sometimes only the face is used makeup and great lighting. Sometimes only the hands of the model or the lips are used.
Photo: https: //www.behance.net
Choosing the right model, stylist and makeup artist in product photography for cosmetics is of the utmost importance, because using these frames will emphasize the use of the specific product. Its features and quality will be emphasized. In addition, no time is wasted in correcting imperfections in skin texture when retouched.
Additional elements in the frame
Nowadays, winning concept in product photography is almost impossible without the props that are part of the overall message of the product. Extra elements are an amazing tool with which a photographer tells stories, illustrates product features, and motivates viewers – potential users. The selection of additional items must be made in such a way as to increase the effect of the main product being presented. Surrounding products with elegant details, the professional manages to avoid dull compositions and distinguish his work.
Shooting angles
The angle from which you shoot a cosmetic product can give a unique look. The shooting angles you choose are crucial. A wrong look can be boring…
The angle from which you shoot a cosmetic product can give a unique look. The shooting angles you choose are crucial. A wrong look can boil or distract a potential buyer, and you certainly don’t want that to happen. If you are uncertain, try a few options best. Trends today, especially relevant for cosmetics presentations on Instagram are photos taken from above or from 90 °.
Professional photographers understand the importance of angles and try different perspectives. The shape, size, height of the product are important for the proper angle of view. Professionals are able to combine these elements and choose the right perspective. The application finds 45-degree angle of shooting, 30-degree, as well as front shooting. It all depends on the specific product.
Diagonal is also a very popular method among photographers of cosmetic products. The images are balanced and the diagonal lines smoothly look at the product, giving the photo more depth.
Photo: https: //www.lebook.com
Images in product photography for beauty, cosmetics and skin care are required to look flawless and distinguish the brand from its competition.
How does PhotoPro proceed?
In order to be a profitable product frame of cosmetics, a professional photographer first provides the necessary product information. It identifies the target audience, which helps it formulate its idea of how to display the product and formulate it and deliver the exact message.
If he engages with a particular brand, he is aware that all frames must match the overall style, use certain colors, patterns and more. Not infrequently, a professional photographer is required to adhere to a preliminary concept on the idea of the customer.
Photographers presenting makeup know that they have to try every possible angle when taking pictures. Select the right team and choose the most appropriate lighting. When choosing props, always consider the colors, size, shape of the product.
Successful professional photographers experiment with light, reflection, creating elegant combinations of shadows and accents. The unusual light often distinguishes their designs. The selection of different textures attracts. Without them, the frames would look boring and the products ordinary.
In his blog, photographer Oliver Sackling describes some of the projects he has worked on with his team.
Product Photo for “Natural Health Beauty Awards”
They shoot 30 different categories of cosmetics within one day. They group products, select appropriate textural elements, backgrounds and diversify them with different flowers, fruits, fresh spices to connect them with nature and enliven the frames.
Photographer: Oliver Suckling
Photographer: Oliver Suckling
Photographer: Oliver Suckling
CliQQ studio
In another project related to the shooting of beauty products, photographer Oliver Sackling has to emphasize the main ingredient in the content of a series of products.
“I’m always happy when it comes time for our monthly photo shoot for Natural Health. They come with the most ambitious ideas, and somehow, despite the difficulties, we always manage to make them happen. This whole frame was shaped and filled in about an hour until it took much longer to clean all the honey from our hands. “He shares.
CliQQ studio
Photographer: Oliver Suckling