About Craft Q&A

關於Craft品牌的6大疑問

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1.

What are the three key concepts for creating the brand Craft?

創辦Craft品牌的三大理念是什麼？

Biotechnology combined with herbs and essential oils. This combination combats the stereotype that natural products are slow to bring about results. We believe merging the traditional use of herbs and essential oils with modern science of biotechnology is the answer to creating natural and effective skincare products.

簡單而言，Craft將中草藥、精油及生物科技完美融合。很多人都有一種刻板印象，認為單以天然原料製造的護膚品的功效太慢。我們相信柔合上述的三大板塊，才是打造天然無公害且強效護膚品的根本。

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2.

A lot of brands use the selling point or branding of “natural”. How is Craft unique compared to the natural brands in the market?

現在市面上狠毒喲護膚品都用“天然無公害”作為賣點。Craft的天然產品跟市面上的天然產品有什麼區別？

Being safe is never the selling point, as skincare products should be safe in the first place. We aim for effectiveness on top of that.

我們覺得天然無公害不應該是一個賣點，因為護膚品本來就應該無公害。我們的方針是在天然無公害的基礎上，扣上強效二字，以產品質素及功效贏取客人的青睞。

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3.

How important is it that Craft is produced in Hong Kong?

Craft很堅持香港製造。這對於品牌有什麼重要性？

Skincare brands should be clear and specific what type of skin types they serve. Craft is very clear from the beginning that our target customers are ethnically Chinese. Given we are found in Hong Kong, we are clear that our R&D basis are Hong Kongnese. Once we clarify our target customers, it’s clear how we do our R&D and which ingredients we combine to produce our skincare products.

我們覺得護膚品品牌需要認清自己的服務人群。 Craft一直以華人作為研發基礎。我們品牌在香港創立及製造，而香港人正正是我們的研發對象。這賦與我們在選材上的觸覺，能精準地打造出合乎人們需要的強效護膚品。

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4.

How does Craft pick and choose the ingredients?

Craft根據什麼原則選取原材料呢？

Once we have the skincare formulations, we choose the ingredients according to the quality. For example, we chose ginger essential oil from South Africa, which is one of the best of its kind. The key is we don’t stereotype the place of origin. We pick and choose solely based on the effectiveness and quality of the ingredient itself.

我們一直堅持憑質量作為唯一專選材指標 - 例如我們引入南非的薑精油，是因為其辛而辣的特質，這正正是最頂級薑精油必備的。我們沒有原產地的偏見， 相反，我們只基於原材料本身的有效性及品質作出最嚴格的篩選。

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5.

How did you settle on the slogan Your Skin Your Brand?

Craft的標語“你的臉就是你的名牌”是基於什麼理念誕生呢？

We believe that the use of skincare products is to improve skin conditions. What brand you use is never the highlight. People are interested in what type of products you use because of how you look. Let’s say your skin looks healthy with minimum makeup, or your hair has a pleasant volume without heavy hair set. Your friends or family  would ask which brand or products you use. If you look like an old hag despite your age, none of your close friends would be interested in what brand you use. It’s never the other way around.

使用甚麽品牌並不重要，重點是用後皮膚得到改善。人們會因為看到你細滑的皮膚，而對你在使用的品牌及產品感興趣。相反，如果你的皮膚變差，他們絶不會找你推介護膚品品牌及產品。

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6.

If I see someone who has spectacular skin, I would be curious what skincare products that person use.

就像我們看到一些人皮膚很好才會好奇人家用哪個品牌的護膚品。

Exactly. So our aim is to improve our customers’ skin conditions so they show their best side. Our slogan Your Skin Your Brand echoes our belief that using whatever high-end brand is not the key, as your skin is your brand.

我們的口號“你的臉就是你的名牌”正好和我們的理念相互揮影。儘管使用名氣再大的品牌，如果皮膚沒有丁點的改善，這也是徒然的。我們的理念是，藉著無公害且強效的護膚產品，將客人的顏值升級，讓客人的臉成為他自己的一個專屬名牌，悅己悅人，一見愛上。

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7.

How could customers know which Craft products are suitable for their skin?

客人要怎樣選擇適合自己皮膚的Craft產品呢？

Our products have various skincare product forms which spread from water-based forms such as toner to oil form such as our cleansing oils. We are familiar with which form is suitable for which type of skin so we are confident that most customers could find effective products that tackle their issues. We believe how you use the products significantly contribute to the results, so we dedicate resources to produce short videos and easy-to-understand guidelines for customers to follow.

我們的產品有十數種劑型，由最輕薄的水劑 - 保濕水，到最粘稠的油劑 - 潔膚油。我們很熟悉各產品劑型，能深切理解客人的需要並推介最佳方案。另一個重點著墨是用法，我們團隊投放極大的資源去製作短視頻和簡潔的圖示，讓客人了解產品的正確用法，達致最佳美容效果。

Ed 畢業於英國蘇格蘭斯克萊德大學 (University of Strathclyde) 款客服務業管理學系，主修【水療會所管理】，早在大學時期已接觸香薰治療，及後在英國及丹麥的水療會所及養生中心工作長達4年之久，同時是【英國城市同業公會協會】及【英國芳香治療師協會】的全科畢業生。回港後，開展自己的美容事業，曾為香港各大機構培訓及演講，當中包括HSBC、 Hysan廣場美妝世界、She.com、Loreal、Telford Plaza 及 Hong Kong Airlines 等，強項是護膚品成份學及處理複雜的皮膚病變等問題。

及後有幸踏足中醫美容，深明好學不倦的重要，為此粵港兩地進修長達7年之久，最終考獲【國家美容一級高技】之職稱。