The haircare sector — shampoo, conditioners, masks, colouring, anti-hair-loss treatments, styling — is one of the most visually active advertising categories. From major consumer brands (L’Oréal, Schwarzkopf, Wella, Redken) to professional salon equipment manufacturers (GHD, BaByliss Pro, Gamma+), haircare campaigns require models with exceptional hair and the ability to handle complex sets involving extended head and hair shots.
Unlike most castings, in haircare campaigns the hair is the product — not an accessory. Requirements vary dramatically by campaign type:
Virgin natural hair: essential for colouring campaigns (chemically untreated hair takes colour evenly and predictably). The model must not have chemically treated her hair in the preceding months. This is the hardest requirement to source and typically commands the highest fees.
Long, thick hair: for shampoo, mask and treatment campaigns showing fluidity, shine and volume. Minimum length often required: shoulder or below. Hair movement is critical — some productions require slow-motion with fan or water effects.
Curly or afro-textured hair: for campaigns targeting curly, frizzy or afro-textured hair (a fast-growing segment). Profiles with a defined curl pattern and healthy hair in good condition.
Grey or white hair: for grey-coverage colouring campaigns, anti-yellowing treatments or silver/elegance positioning. Over-50 profiles with natural grey or luminous white hair.
For campaigns focusing specifically on hair as a body part, see our guide to body part models in Italy.
Professional brands (Wella Professionals, Kérastase, Olaplex, Framesi, Fanola) produce materials targeted at hairdressers — not end consumers. Campaigns include: technical catalogue shoots, tutorial videos for academies and training platforms, trade fair materials for events like Cosmoprof Bologna. Models must consent to chemical treatments, bleaching or cuts on set — information that must be declared clearly in the casting brief.
Haircare sets are among the most technically demanding for models: hours of hair preparation, repeated washing sessions, multiple product applications, positions with head tilted or in motion. The model must be patient, resilient and willing to accept drastic hairstyle changes if required by the brief. Average duration of a haircare set is significantly longer than a standard fashion shoot.
Contact us via our B2B quote form specifying: product type, hair requirements (colour, length, texture, accepted treatments), campaign format and consent to on-set chemical treatments. The TOAgency team provides a targeted shortlist within 24 hours.