Cosmetic product photography: preparing a shoot for your range

Useful product photographs meet specific needs: identifying an item, understanding its format and discovering the brand’s identity. Before organising a shoot, list the channels where the images will be used. This preparation helps produce a coherent set and reduces missing shots when it is time to build the catalogue.

Start with the channels you need to support

Distinguish images intended for product pages, the trade catalogue, social media and website banners. These placements do not necessarily use the same framing. A tight crop may suit a thumbnail, while a banner needs space for text.

Ask the person managing each channel for its dimensions and constraints. Plan versions that can be cropped instead of assuming one file will suit every use. If several products will appear side by side, define a consistent orientation and visual scale.

Prepare the products that will actually be sold

Gather clean examples with their final packaging, labels and accessories. Check artwork alignment, the condition of closures and name legibility. Photographing an unapproved prototype risks creating images that must be replaced before launch.

If an element remains provisional, identify it in the brief and note the affected images. Published photographs should faithfully represent what the customer can receive. Retouching dust is not the same as changing the pack size or printed information.

Build a shot list

Create a line for each product and tick off completed views. For sets, add a separate list so the complete composition is not overlooked.

• A main view that clearly shows the product.
• An additional view useful for understanding the container.
• A detail of a relevant feature, such as the dispensing system.
• A range photograph showing the products together.
• A lifestyle scene consistent with the brand’s identity.

A setting should help explain the offer without obscuring the product. Check that an accessory in the scene does not suggest it is included in the purchase.

Define deliverables with the photographer

Specify the number of images expected, variations, file naming and approval process. Clarify permitted uses of the photographs before distributing them. Also plan the files needed for print materials and versions intended for the web.

Associate each file with a stable product reference. A descriptive name makes filing easier and reduces mistakes when a distributor or colleague reuses the images several months later.

Check images before publication

Compare the selected photographs with the products: overall colour, set contents, product name and label version. Check crops in the actual website placements, particularly on phones. A label visible in the original file may become unreadable in a small thumbnail.

For online images, write descriptive alternative text where it helps convey the content. Keep a folder of approved files and archive superseded versions. This organisation simplifies updates when a new presentation is introduced.