Catalin Anastase has been immersed in the world of professional photography for close to a quarter of a century. During this time he has worked across numerous fields, including fashion and beauty, and has developed images and campaigns for countless clients. Catalin spoke with Professional Beauty’s Lauren Carter about the importance of using quality photography in salon and spa marketing material.
Q: Please outline your background in photography.
A: I started photography in Europe, on the 11th November 1987. My first approach was to shoot the sand dunes on a beach, as they looked for me at that time, like a human body; a delicate female body. Since then I have studied the interaction of light with the body in photography and I started using unconventional light sources in photography, like lasers, torches and various light modifiers.
I used this technique in the editorial photography arena and merged it with professional studio photography for fashion editorials and beauty shoots for magazines and advertising agencies.
Q: What role does professional photography play in creating successful spa or salon décor and marketing material?
A: Everyone knows the impact of a good marketing material in today’s world, and the way the viewer is engaged an entertained with an image. An image should not only speak about the spa, but also educate the client’s eyes and mind so that they understand what the salon offers before reading any text; otherwise the image is just an attachment to a large text and it does not perform the role that it should.
As a photographer I see images speak for themselves and transmit the mood and the unique personality of that spa. A professional photographer should think outside the box and give his personal input to a marketing team or advertising agency.
The light, volume, angle, colour, mood and even texture are playing a special role in building that image, and it is a laborious work.
Q: Would you recommend that salons hire a professional photographer to create images for their marketing material, and is preferable to using stock images?
A: I will always recommend hiring a professional photographer, as stock imagery is just a standard image that follows the concept “one size fits all," which we already know is not always applicable.
I am shooting stock as well, and I know people working in the beauty industry who say they use stock photography for a limited time or to show to the photographer the direction they want to go in.
Tomorrow a spa might find their stock image being used by another salon and another spa and suddenly their services are comparable to others and the clients unconsciously are comparing pricing as well.
Of course there are major differences in the way a photographer is approaching an established and well-known salon instead of promoting a new one. It all depends on what direction the salon wants to follow and it’s about avoiding conformity. It's not only credibility, but also something very personal as well – it’s your signature, and your brand.
Q: What has been your greatest success or achievement to date?
A: In regards to beauty salon photography, the Marriott Spa in Circular Quay is one of the most memorable. I created a special image for them and during my career I’ve also been proud to be able to photograph personalities like General Peter Cosgrove, business people like Emma Isaacs, Anders Sorman Nilson, Dale Beaumont, and Mariza the fado singer to name just a few.
Q: What inspires you about the spa and beauty industry?
A: The sensuality and the freshness of an image. Sometimes I combine natural looks with special effects when I want to enhance a particular mood or put an accent on a particular feature such as the special contact of a stone with the body, in the case of stone massage.
Q: What motivates you personally and professionally each day?
A: I learned to motivate myself and to live life with joy and inspire others. To see a client for me is more than just a job – it’s also about fun and enjoyment combined with wise decisions in such a way that my client and I discover together what works best for their salon.
Contact: Catalin Anastase Photography 0420 711988.