A photoshoot is a terrific avenue for marketing your salon, exciting your team and channeling your creativity— but it can quickly morph into a many-headed beast if not handled efficiently. Once you have a concept, follow these steps to planning and executing a photoshoot so that at the end of it all, you’re left with killer images, not a killer headache.

3-4 MONTHS BEFORE:

1. Set your budget and back it out to account for: Models 50-60%, Photographer 20-30%, Wardrobe 10%, Make-up 10%.

2. Pick a phenomenal photographer, then work backwards from their availability booking everyone else.

Tips to find a good one:   Always hire a professional. Look at their portfolio- do they know how to light hair? Show them hair shots versus fashion shots and make sure they “get” the difference. Listen to their ideas. It really is a collaboration, and communication is key. Never assume, discuss everything and make sure to negotiate a package inclusive of lighting, studio space, and post-production. Make sure they “tether,” which means as the images are being shot through the camera, they are instantly visible on a decent size screen allowing you to see the detail as you shoot, rather than relying on looking at the back of the photographer’s small camera screen. And always negotiate post-production (re-touching) upfront. You’ll probably need it.  

3. Determine time & place. If it’s an outdoor shoot, the light is best from 7-10 a.m. and from 3-6 p.m. (Midday light casts hard shadows on the models’ faces.) If it’s an indoor shoot, make sure the photographer has the correct lights and will not need to rent them.

2-3 MONTHS BEFORE:

1. Set the Vision. Spend a month on “vision,” starting with a few creative meetings with your team, eventually producing a storyboard for each look you’re happy with.

2. Plan It Out. Budgets are important, and pre-planning is essential. Outline the details, in writing from start to finish, so your team is as efficient as possible. What models are you shooting on what days? In what order?  Which “looks” are you shooting on your models first and then second?  (2 looks per model works well). Who’s prepping whom? Plan it all.

3. Assemble the Team. In addition to the hair team, you’ll need a makeup artist, wardrobe stylist, and models to execute the plan you’ve outlined. All of these people must be on set throughout the duration of the shoot, and makeup and wardrobe should be tested before you commit. The more models, the more of the above are required. Each model needs at least 2.5 hours to get ready: one hour for makeup, one for hair, and 30 minutes for clothes. Plan accordingly and have backups in each of these roles on call for the day of the shoot in case someone can’t make it.

4. Hire The Right Models. Models are key. If you have money to spend, this is where you should spend it- 50-60% of your budget should go towards getting good models, and always get your photographer’s input on them pre-shoot. Look for long necks (important for hair shoots) with photographs of themselves at different angles that they can show you. To save money, look for up-and-coming models willing to do trade for pictures (TFP), or skip the agency fees by utilizing ModelMayhem.com or even Craigslist.  It’s hit or miss, but you might find some good talent willing to work for portfolio shots. Make sure models know your expectations for the shoot, what appointments they’ll need pre-shoot and what you have planned for their hair. Along with any further stipulations you set, they should arrive on time, with no spray tan, clean dry hair, clear or no nail polish, and a makeup-and-product-free face. Provide this in writing.

5. Compile Release Forms. Your photographer and all models must sign release forms well before the day of the shoot. These forms should state that you have the right to use these images for whatever promotional, commercial, and artistic purposes you wish. The photographer and the models should have the right to use these images in their portfolios to promote themselves professionally. Any payment arrangements should be clearly laid out in the release form. Ensuring that everyone agrees on compensation and usage expectations— in writing—is critical.

6. Plan wardrobe. The focus should be on the hair and makeup, so keep it simple, with accessories to a minimum. This will help your work stand out more (and help your budget). Just because someone is fashionable doesn’t mean they’re a good wardrobe stylist. Is the material going to bunch up? Is it nice, neat and slimming?  Should the sleeve be rolled-up?  Crinkled?  You’re focused on the hair and they need to be 100% focused on the model’s clothing. As you’re shooting, they need to make sure everything looks perfect so you don’t have to spend money on re-touching it after. Your wardrobe stylist might have to buy a few small things, but should be working with local shops and designers to have the majority of clothes and accessories loaned for the shoot.