you’re in luck: we’ve got you covered with 13 tips to create amazing content that will give your customers confidence when they purchase your products online. you want to not only catch their eye – you want to instill confidence that your product really is that dreamy. that lush. that colorful. that shimmery. to truly simulate the experience of swatching at the makeup counter: you have to ensure every detail of your product is accounted for in the online shopping experience.
imagine you have a customer that sees your Instagram post featuring a gorgeous shade of lipstick in the tube. they click through to your website and see photos of it on a model — or even multiple models with various skin tones –. and a gif of that flawless glide when being applied. product photos that check all of these boxes will result in adding. to. cart. and maybe another shade or two while they’re at it.
13 things to consider when photographing makeup/cosmetic products
highlight the details
capture action shots
consistency is key
create a moodboard for reference to ensure you’re delivering your brand’s message. refresh this moodboard as you develop new ideas and products.
consider seasonal content drops
a summer drop might utilize a linen background and sliced citrus props while your winter drop might include a sprinkle of sequins and dark silk texture. separating these drops allows you to highlight your products in a way your audience will be more likely to be interested in at that time.
being consistent with your content also means being consistent across all your channels. your entire customer journey should feel like one extended experience. think about how you’re representing your brand and products on your website. emails. and social media platforms. all your channels should all have a similar vibe that captures your brand personality.
use natural light
- use a white or light blue background if your brand says “I’m fresh and clean”
- use desert sage and warm sandy tones to say “I’m the outdoorsy type”
- go with millennial pink to say “I’m youthful and glowy”
- pick a shadowy mirror backdrop to say “I’m edgy and bold”
if you’re looking for another way to make your content pop: consider using a textured backdrop to help show off your brand personality. we love using unique textures like cellophane to bring depth to a shot!
the right camera lens
if you want to really invest in sharp photos for your makeup or cosmetics: invest in a macro lens. Canon recommends EF-S 60mm f/2.8 macro. this is a great option for getting shots of your palette or product in the packaging. a macro lens will pick up on the texture and fine details the best. for photos of your product on a model or swatched on skin: use a 50mm or 85mm lens. 50mm lenses will capture more of your background surroundings while 85mm lenses will focus the face of your model more closely. again: utilize portrait mode on an iPhone if you’re just starting out and these lens options are less accessible.
utilize diverse models
- colored blocks
- fresh fruit
getting started with makeup/cosmetic photography
here’s a quick checklist to make sure you’re ready to create:
plan your shoot
gather your equipment
if you’re working with a pro photographer: this is when you need to gather any special props you are providing for your shoot – you’ll know exactly what to get based on that fabulous shotlist you made! this is also the time to source and hire any models you may be using.