Director of Musq, Emma Reid chats to Professional Beauty about harnessing the power of eye-catching packaging and social media to catapult her brand to success in just a few short years.
How and why did Musq come about?
“There’s plenty of fantastic products available, many of which have been long established, many of which I myself have used and loved. But through my experience in the industry, one thing that seemed off about my favourite products was the shelf life, which seemed on par with my grandmothers!
In an industry notorious for embellishing hidden toxin truths and in an age transcending into harmony with nature and all things health, it became apparent that the simple path was to create a skincare line that was based on the premise that in the same way we need to eat well to be healthy, so should our skin. Kicking off in 2007, Musq’s aim was to provide a cosmetic that belonged on the top shelf but was created from the earth, enabling people to do right by their skin, health and their environment. Today we continue to build on this foundation and carve a niche for luxurious skincare with sustainable and healthy habits.”
Why do you think complimentary products like high-end candles and hand washes are important for salons?
“Although Musq is primarily a cosmetic brand, it branches out into more multi-functional products such as candles and hand washes. These product lines are exceptional as they offer the benefits of aromatherapy and cleansing but also the aesthetic pleasure of a visually appealing product.
Musq prides itself on the products function but also on how pleasing it is aesthetically. We understand that in a material industry, the packaging could well be what secures a sale – first impressions do count. You need to catch someone’s eye before they come over and read the fine print. Past customers who have tried the products start using them within a week, which means a quick turn over and repeat sales. The attractive packaging has seen Musq gain a substantial online following on social media such as Instagram, which opens the door for shred advertising.”
What are your top-selling products and why do you think that is?
“Our foundations are our number one product. It’s no surprise, as the coverage is failsafe and reliable, ensuring our customers are constantly pleased. The Musq foundation is packed with minerals and natural antioxidants, which help keep moisture and oil levels balanced, and our weightless and non-comedogenic formulation helps create smooth skin.
However our exfoliant has been our number one product with media and online marketing. Having Australian A-listers try our exfoliant, love it and re-post it has converted many others to the product. Its no surprise really, as it’s a product which promises to even out skin tone and texture and it’s also a great pre-treatment.”
The brand has undergone quite an evolution since its launch. Where do you see it headed now, going into the next five years?
“Since launching in 2007 in a small shopping village in Melbourne, Musq has quickly spread out and found a prominent foothold in the Australian cosmetics market. The fast paced growth has seen opportunities to revamp our image, making it as fresh faced as those who use it. With a strong stance and firm ideals, Musq has its sights set on the international market; taking our luxurious, clean, ethical products abroad to share the natural wellbeing, all the while sustaining our high standards and top shelf luxury along with the environment.”