A new leadership team headed by industry veteran Scott Missad has taken the reins at Beauty Quest Group (BQG), with plans to revitalize the company’s heritage hair care brands -- Rusk, Aquage, and One n’ Only.
BQG was formed in 2019, when Transom Capital Group, a California private equity firm, acquired the professional liquids division of Conair Corporation along with their state-of-the-art R & D and manufacturing facility. Missad has been advising Transom Capital on opportunities in the beauty space and became President and CEO in April 2020, after serving numerous industry leadership roles. Most recently, he was President of the International Salon Business Network and CEO of Gene Juarez Salons where he continues on as a Board Member. He is also known by many as the co-founder of Sun Bum sun care products and as a former senior executive at L’Oreal.
Upon joining BQG, Missad initiated comprehensive brand reviews that would inspire a whole new vision. “These legacy brands had not been touched in many years, and it was high time to ensure they meet and exceed the evolving needs of today’s salon professionals and their clients,” explained Missad. “We’ve looked at everything -- new ingredients and technology, our SKU lineups, education, positioning and marketing support – with a fresh eye.”
Joining Missad is new Chief Marketing Officer is Mary Burns, who was previously Executive Vice President of Brand and Product at John Masters Organics, and also served as Vice President of Marketing at OPI, Alterna, and as a senior executive at Frederic Fekkai. BQG has also brought in award- winning industry icon and celebrity colorist Beth Minardi as a special consultant to help guide the revitalization initiative.
As part of the refresh, the Rusk and Aquage websites have been newly updated, with additional features such as a dedicated backroom for stylists and e-commerce to come.
Rusk’s Puremix natural hair care line, a professional salon brand that also recently launched in Ulta in April, will add a new pomegranate –based collection that focuses on the superfood’s color preservation and overall hair health benefits.
The Aquage brand, pledging that every purchase goes toward preventing 2.5 million plastic bottles from entering and polluting the ocean, has upped its commitment by donating a portion of every sale to Plastic Bank, a social enterprise committed to stopping ocean plastic. All products will be housed in sustainable packaging by 2022.
One ‘n Only has just streamlined the look of its argan oil-based products with a complete packaging update. And with millions of consumers currently working from home, the brand’s introduction of Zero- Fuss styling products for air-dried hair is especially timely.
BQG is a leading integrated manufacturer and marketer of professional and specialty retail hair care products.
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Originally posted on Modern Salon