Model Usage Explained: What Hairdressers Need to Know When Booking Models

What is Model Usage?

When you book professional models for your shoot, you’re not just paying for their time on the day. You’re also paying for their usage rights — essentially, permission to use their image in certain ways, for certain lengths of time, and across certain platforms.

Just like with image licensing for photography, model usage ensures that everyone understands how the images can be used and what additional fees may apply if the use goes beyond the original agreement.

Why Does Model Usage Matter?

Models make their living not only through shoot fees, but also through usage fees. These fees reflect the visibility and scale of the campaign they’re featured in.

For example:

Using a model’s image on your salon’s Instagram feed has a lower value than using it on a billboard or in a national advertising campaign.

If a brand wants to use your collection in their global marketing, model usage fees will be significantly higher than if the same images are used just for local PR.

This ensures models are fairly compensated for the commercial impact their image delivers.

How Much Does Model Usage Cost?

There isn’t a fixed rate — it depends on the scope of usage. The wider and longer the exposure, the higher the cost.

Agencies and models will usually structure fees around factors like:

Territory: Local, national, or global use.

Duration: 3 months, 1 year, or multiple years.

Media: Social media, print, digital ads, outdoor advertising, TV, etc.

This is very similar to image licensing fees, where the cost depends on how the photographs are being used.

Licences Are Not Transferable

The usage you agree with the model (or their agency) applies to your business only. It doesn’t automatically cover brands, magazines, or product companies that may later want to use your images.

If a brand wants to use your collection commercially, they will need to negotiate directly with the model (or agency) for additional usage rights, just as they would with the photographer.

Working with Freelance Models

Not every model comes through an agency. If you’re working with freelance models, it’s even more important to be clear on usage from the start.

Always:

Get a signed model release: This gives you legal permission to use their image under agreed terms.

Confirm usage in writing: If you’re sending a booking confirmation, list exactly how and where the images will be used.

This avoids difficult situations later, such as a freelance model expecting additional payment when they see their face on the cover of a magazine — if they originally thought it was just for casual Instagram content.

For advice on choosing the right freelance or agency models, see my blog on model selection.

Making Sense of Model Usage – A Hairdresser’s Analogy

Think of model usage like a client’s aftercare products.

When you colour a client’s hair, the service doesn’t stop when they leave the salon. You recommend aftercare products to help maintain the colour. If they want to keep the result looking great, there’s an ongoing investment.

Model usage works in the same way. The shoot fee covers the time in the chair, but usage fees are the aftercare — ensuring the model is fairly compensated if their look is showcased far and wide.

Practical Tips for Hairdressers when booking models

Ask upfront: When booking models, ask what usage is included in the day rate and what costs apply for wider campaigns.

Clarify with the agency: If booking through an agency, always request written confirmation of usage terms.

Be transparent with brands: If you hope your images will be picked up by brands, make sure everyone knows additional model usage fees will apply.

Keep records: Always keep a copy of the signed usage agreement or model release for your reference.

Final Thoughts

Just like image licensing, model usage isn’t something to be nervous about, it’s simply a professional safeguard. It ensures that the models who bring your creative vision to life are recognised and fairly rewarded when their image is used.

By understanding model usage, you’ll avoid unexpected costs, keep campaigns running smoothly and ensure your collection celebrates not just your artistry, but the collaboration of everyone involved.