AN ORGANIC REVOLUTION
有機革命HOW A PIONEERING HONG KONG COMPANY SPREAD ITS MESSAGE – ORGANICALLY
IT SHOULDN’T BE
a trade-off. You want beauty products that work. You also want to use products that don’t cause long-term damage, either to your skin, to your health or the environment.
You want the act of choosing a beauty range to be a pleasure, not a chore. Then again, you can get tired of the garish, highpressure marketing techniques.
Pioneering Hong Kong company Beyorg was created to solve that quandary – to become a responsible provider for people who want the best chemical-free beauty care.
The global organic beauty industry is thriving – it’s set to be worth almost US$22 billion (HK$172 billion) by 2024, according to pollster Persistence Market Research.
The market was still in its infancy in 2005 – and especially underdeveloped in Hong Kong. That’s when Beyorg was founded with the mantra Beyond Organic. Its vision: to persuade Hong Kong that organic beauty products are as effective as they are pure; and to show consumers across Asia that they no longer had to make a trade-off.
Beyorg is a curator, not a producer.
It is highly selective: it has chosen 25 outstanding organic brands from across Europe and the US. They include Susanne Kaufmann, who uses local herbs from the Bregenz Forest in Austria for her skincare products; Austria’s haircare specialist Love Is More; RMS Beauty, the line started by New York-based make-up artist Rose-Marie Swift; Amala, which produces plantpowered skincare in Germany; and the UK’s De Mamiel, whose handcrafted Botaniques range is inspired by Chinese medicine.
‘ We’re not interested in adding new products all the time,’ says Beyorg founder Brenda Lee. ‘It’s not a long list – it’s a quality list. We only choose the very best, and do not hesitate to replace those that we think aren’t of the right quality. But when we started in 2005 there weren’t many good choices.’
Consumers are also confused – justifiably. It’s easy for product designers to make a product look and feel ‘green’, even if the contents within that alluring packaging are entirely synthetic. Vague and unsubstantiated claims about a product’s ‘naturalness’ are everywhere – a phenomenon that’s become known as ‘greenwashing’.
‘After 12 years, the main challenge we have is to find real organic brands,’ says Lee. ‘Green leaves on packaging do not make a natural product – and even supposedly “organic” products aren’t all necessarily good. We want customers to make smart choices. Although the organic industry is blooming there is still a long way to go: many people still don’t know what organic skincare is, and why they should turn organic. We’re concentrating on educating the customer and enlarging the market.’
一家 司開 河以有機 式傳遞美 香港 公 創先的方 容理念
顧客在選購美容產品時，本來就不應處處作出妥協。你期望使用的美容產品成效顯著，同時也希望使用的產品不會對肌膚健康或環境造成長遠的傷害。
你也想在選擇美容產品時感到愉愜快意，而不是一件例行公事。，而且 不少人也對令人眼花撩亂和硬銷的宣傳手法感到吃不消。
引領的業界 香港公司Beyorg就是要打破這種矛盾的困局，讓「有機」和「護膚功效」可以和諧並存，成為消費者的天然護膚專門店。
有機美容業發展蓬勃，熱潮方興未艾，市根據 場調查公司Persistence Market Research預，計 到了2024年，的業界 全球市值將達到差不多220億美元（ 1,720億港元）。
有機美容業在2005年仍處於剛剛起步的階段，當時香港更是特別落後於人。Beyorg就在這一年創立，以「有機無限」為經營，理念 旨在讓香港人明白有機美容產品不但成分純淨天然，而且功效顯著，致並 力令亞洲的顧客毋須再為了選購 護膚品而作出任何委曲求全的決定。
Beyorg並非生產商，而是擔當到處搜羅品牌的責任。本著精挑細選的，原則揀選了25個來自歐洲和美的國 優質有機品牌。當中括採用奧地利Bregenz森林本土香草製作護膚產品的Susanne Kaufmann；奧地利髮廊級護髮專業品牌Love Is More；由星級彩妝大師RoseMarie Swift創立的彩妝系列RMS Beauty；生產充滿植物能量的德國護膚品牌Amala；以及從傳統中藥擷取靈感的英國護膚品牌De Mamiel的手工製作護膚系列Botaniques等。
Beyorg創辦人Brenda Lee說：「我們不會盲目地增加新產品。的我們 貨品選擇講求質素，而不是數量，它們全是優質的品牌。而且我們會不斷更新和找更的尋 好產品。不過我們在2005年創立時，的卻 確沒有很多好選擇。」
很多產品儘管成分完全是人工合成的，設計師亦可以把產品裝得看似「綠色天然」，以此魚目混珠來吸引顧客。現時不少商品都以含糊和不實的籤傳標 宣 「天
She also believes that the organic beauty business can do more to explain itself in a highly competitive world.
‘Good organic products nowadays deliver results every bit as effective as synthetic brands,’ says Lee. ‘But good quality products deserve good presentation.
‘ Too often organic stores defaulted to a “hippy” style – bare wooden shelves and so on. They weren’t taken seriously.’
That’s where Beyorg aspires to go beyond – beyond the conventional way organic products are designed, packaged and sold.
Today, Beyorg has seven organic beauty/facial stores across Hong Kong. It employs a Paris creative agency to handle branding, shop design, visual merchandising, packaging and model shoots. The signature design: neutral, using earthy tones and natural materials, complemented by striking, contemporary store architecture with a luxury touch.
The message: organic and superior quality can – and do – go together.
The idea of caring for ourselves holistically, from top to toe, is at the heart of Beyorg’s brand philosophy. Skin is the body’s biggest organ. Over 60 per cent of what you put on your skin will be absorbed into organs and the bloodstream.
So can the alternative become the mainstream?
Beyorg’s ambition is to act as a beacon of organic beauty in Asia. In 2011, it launched its Turn Organic campaign, which continues to run each summer. The aim: to educate consumers about the benefits of organic beauty, inspiring them to make the switch from products containing parabens and synthetic additives.
It hosts unique events at locations such as Hong Kong’s The Upper House hotel, where customers can relax, recharge and experience Beyorg’s signature organic treatments. At the most recent haircare events, held at Beijing’s exclusive Jockey Club and Hong Kong’s Pacific Place cinema, Dr Doris Brandhuber, founder and creator of Austrian brand Love Is More, spoke on the topic of hair loss and how to prevent it to customers from mainland China and Hong Kong.
Beyorg’s in-store consultants know organic beauty inside out. Training is taken very seriously: founders and ambassadors of brands carried by Beyorg regularly fly into Hong Kong from all over the world to meet and train staff, while members of the Beyorg team make return visits to the brands’ headquarters and laboratories to understand how the products are made.
‘Beyorg is unique,’ says Susanne Kaufmann, founder of the eponymous Austrian brand, whose plant-based healing products are an integral part of Beyorg’s stable. ‘It’s not just passionate, it’s also very professional. It is one of the rare success cases that combines luxury and natural elements from shop design, creative works, outstanding customer service and a staff professionalism that is among the best I have seen around the world.’ 然無添加」的特色，漸漸形成所謂的「漂綠」現象。因此難怪顧客摸不腦法著頭 ，無正確分辨美容護膚品的品質天然與否。
Brenda說：「業開 12年後，我們現在面對的最大考驗，就是辨分 哪些才是真正和優質的有機品牌。包裝上的綠葉圖案，並不代表它是真正的天然產品我， 們希望顧客能夠作出精明的選擇。雖然有機美容目前靡風 一時，但前面還有遙遠的路要走：很多人依然不了解何謂有機護膚，亦不明白為何要轉用有機產品。我們現在致教力育，顧客 同時擴大市場。」
她亦相信有機美容產品競激在 爭 烈的美，容界 可以做到有麝自然香。：她說 「現今的有機產品成效合與 成品牌如出一轍，而質素上乘的產品，應理 得到更好的推介和陳列方式。有機店舖往往千篇一律採用嬉皮式的散漫風格，產品隨意放在原木造的架子上，沒根本 有認真考慮銷售方式。」因此Beyorg決意突破統傳 有機產品的設計、包裝和銷售式模 ，望期 從此引申無限的可能。
時至今天， Beyorg在香港已經開設了七間有機護膚/面部護理店，並聘請了一間巴黎創意負公司 責建立品牌、店舖裝潢、商品陳列、產品包裝和模特兒拍攝工作等事宜。店舖的設計特色是採用泥土色調和天然的物料，再配以矚目而現代的間隔佈局，
帶出高貴的格調。箇中的理念就是：有機和高質素兩者的確可以和諧共存。
Beyorg的品牌哲學是從頭至腳、以全面的方式好好愛護自己。皮膚是人體最大的器官，塗你 在皮膚上的東西有， 六以成上會被皮膚吸收，從而進入血液及其他器官，那就不難明白為何愈愈來多顧客選用有機美容產品了。
這些另類產品會成為主流嗎？ Beyorg立志成為亞天洲 然有機護膚品的領，導者 公司在2011年推出「轉機」行動，至今仍然於每年夏季舉行。活動目標是教育消費者，讓他們了解有機美容產品的好處，啟同時 發他們捨棄含腐防 劑和人工添加劑的美容護膚產品，改用有機產品。
公司亦不時於香港的酒店如奕等居 地點舉行別出心裁的活動，邀請顧客參加，讓他們悠然舒泰地體驗Beyorg的招牌有機護理療，程此藉 放輕鬆和再充電。例如最近分別在北京香港馬會會所和香港太古廣場電影院舉行的頭髮護理活動，便請來奧地利品牌Love Is More創辦人及產品創作人Doris Brandhuber博士，向來自國中內地及香港的顧客講解脫髮成因和預防方法。
Beyorg為員工提供嚴謹的培訓，因此店舖的產品顧問對有機美容的知識瞭如指 掌。Beyorg代理的品牌創辦人和大使會定期從界世 各地前來香港與員工會面和培訓， Beyorg團隊則回訪品牌的總部和實驗，室 以了解產品製的 造過程。
奧地利品牌Susanne Kaufmann的護理產品為純天然植物萃取，是Beyor g的重點品牌之一。創辦人Susanne Kaufmann表示：「Beyorg的確與眾不同，公司不但滿充 熱誠，而專且 業出色從。 店舖設計、創意工作務、服 、員工的專業態度，均成功合結 華貴和自然的元素，與我在世界各地所見迥的 然不同，是少數難得的成功例子。」
DISCOVER BEYORG
For more information about Beyorg and its products and services, please visit beyorgbeauty.com.
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BEYORG
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