When PR Calls: Capturing Press-Ready Branding Imagery in 30 Minutes for Mimi Haircare
There is nothing quite like the adrenaline rush of a massive business milestone.
Recently, we had the absolute pleasure of working with the incredible Emma MacKenzie, the powerhouse founder behind Mimi Haircare for Kids. Emma’s story is nothing short of inspiring: transitioning from a stay-at-home mum to completely disrupting the $1.27 billion Australian haircare market. Her plant-based, gentle, and fun kids' haircare line was gearing up for a massive national launch on the shelves of Coles supermarkets.
When major PR opportunities like this knock on your door, national publications don’t just want your story—they need high-resolution, professional, and engaging imagery to run alongside it. And they usually need it yesterday.
That is exactly where Life Portraits steps in.
Emma’s Website - Mini Haircare.
The Brief: High-Impact Lifestyle Imagery with a Fast Turnaround
In the fast-paced world of retail and PR, timelines are tight. Emma needed fresh, authoritative, yet approachable founder imagery that captured her essence as a successful "mumpreneur" and the vibrant, playful nature of the Mimi brand in front of Coles, to celebrate the launch of her products in the store.
The catch? We needed to execute this onsite, in just 30 minutes, and have the final gallery fully edited, polished, and ready for national publishing within a few days.
The Execution: 30 Minutes on the Clock
As commercial and branding photographers, we know that business owners don't have hours to spare—especially when they are busy launching into one of Australia's biggest supermarket chains!
Our goal was to make this as seamless and stress-free for Emma as possible. We arrived onsite, instantly assessed the best natural light, angles to show off the store, but no additional people (nice and early start before the rush), set up our professional onsite studio lighting to ensure a high-end editorial feel, and founder, Emily, got straight to work.
Because we expertly direct our clients through every single pose and movement, Emma didn't have to overthink a thing. We captured a versatile mix of:
Polished Headshots: Perfect for formal press releases and executive bios.
Product Integration Shots: Highlighting the bright, iconic Mimi Haircare bottles in an authentic way alongside her kids smiling in their school uniforms. Her standing in the isle with in on the shelves.
Lifestyle & Movement Imagery: Capturing Emma and the kids walking out of the store happy about their purchase.
In just half an hour, we wrapped the shoot, leaving Emma to get back to running her empire.
Retail Beauty Article - Featuring Emma launching her product into Coles.
The Result: From the Studio to National News
We delivered the fully edited, high-resolution gallery well within the week, ensuring Emma's PR team had exactly what they needed to secure top-tier press.
Seeing our imagery hit the digital press was incredible! The photos were beautifully featured across major national media, including:
7News:"From stay-at-home mum to supermarket shelves: meet the founder behind Australia’s fastest-growing kids’ haircare brand"
Retail Beauty:"Aussie mum disrupts $1.27B haircare market as Mimi launches nationally in Coles"
When you read these articles, the imagery does exactly what it is supposed to do: it stops the scroll, builds immediate trust, and puts a confident, relatable face to a booming national brand.
7 News article of Emma featuring Life Portraits Imagery.
Why Your Business Needs a PR and marketing Image Library
Emma’s success with Mimi Haircare is the perfect example of why having a modern, updated library of professional branding imagery is non-negotiable.
When 7News or industry publications reach out to feature your business, you cannot send them a blurry iPhone selfie or a corporate headshot from five years ago. You need premium, storytelling visuals that reflect the current success and quality of your brand.
Whether you need a massive content overhaul or a fast-turnaround, 30-minute PR shoot to meet a publishing deadline, we know how to deliver commercial imagery that makes an impact.
Emma’s Kids showing off their smiles for the shot.
Are you pitching to media, launching a new product, or stepping into a new era of business?
Don't wait until the journalists ask for photos. Let’s build your commercial image library today.