The number one thing you need to remember about makeup for photoshoots is that the camera never captures makeup and color in quite as much vibrancy as is visible in real life.
It is very important to apply more makeup for photoshoots than a special events application. Even if you want a subtle makeup look in your photos, you still need to really exaggerate the makeup, because it will not show up as strong through the camera.
Light bouncing off of makeup changes the way it looks, and makes it look less dramatic than it really is, and we are always lighting our subjects during a photoshoot, whether it be natural or artificial light.
I've studied makeup for photography extensively while in school, and have a great understanding how to make you look best for your photography session.