In her selection of beauty products, Vanessa Ngan is as cosmopolitan as any girl living in any metropolis in the world. She uses Bobbi Brown for make-up, Kiel's for hair and Fancl and Clarins for skin care. Her friends are, therefore, often surprised when they find a bottle of Two Girls Florida water on her dressing table.

"I know, it is a traditional brand," she said. "But I like it. My grandma used to put some on her handkerchief and kept the handkerchief in her pocket. And the fragrance remained all day long."

Good old days

Probably no other Hong Kong brand could evoke fond memory as Two Girls for grandmas in the city.

By the end of 19th century, Hong Kong was already an international entrepot trading most of China's cosmetics imports. But the foreign cosmetics were so expensive then that only the expatriates and a handful of affluent families could afford them. Seeing an opportunity in the mass market, a young entrepreneur named Fung Fook Tien launched Two Girls through his company Kwong Sang Hong (KSH) in 1898.

There were different stories on how the Two Girls brand came into being. According to one version, Fung saw two beautiful women in street and found the inspiration. Another version said, an angel appeared in his dream and told him two girls would bring him fortune.

The prediction came true. Women loved Two Girls: the prices were 10 times lower than the imported cosmetics but the quality was comparable.

The 'women' featured on this label were actually men disguised in women. Coutesy of Kwong Sang Hong

"Mr Fung aimed for the highest standard. All materials were imported from Britain and France," explained Sue Chan, assistant Sales and Marketing manager of KSH.

Two Girls cosmetics were so popular that the products were often sold out in one day. In 1912, Two Girls already had 20 outlets in China and three in Southeast Asia.

The stunning success of Two Girls tempted many into the cosmetics business. There were also cases of counterfeits and deliberate imitations. Two Girls had to go to court to resolve the dispute. "Two Girls is a forerunner in Hong Kong's intellectual property rights protection history," said Chan.

In 1920s, the equity of KSH had grown six-folds, while its earnings surpassed that of the Hong Kong and Shanghai Banking Corporation in Hong Kong. On October 31, 1941, KSH was listed on the stock exchange and recognized as a "blue chip" in no time.

The boom, however, came to a halt as the colonial government surrendered the territory of Hong Kong to Japan on December 25, 1941. During the 3-year-and-8-month Japanese occupation, KSH's warehouse was burned down and main stores seized. Sales plunged. Surprisingly, KSH still maintained its profitability even during the hard times.

Fewer women could afford cosmetics in the post-war depression, while Two Girls had to face fierce competition from the Japanese and European brands. Failing to adhere to its past glory in the cosmetics arena, KSH diversified its business into property and financing.

To Hongkongers, Two Girls is much more than a commercial success. For a long time, the Two Girls' print adverts represented art for the commoners.

In feudal society, women were not allowed to go out and suitable models were impossible to find. The "women" featured on the early Two Girls labels or advertisements were actually men disguised in women. The practice didn't end until the 1920s.

Real women or not, Two Girls had been the ideal for elegant beauty in old Hong Kong. Posters and calendars of Two Girls were such a popular household decoration that they left an indelible mark on the city's collective memory. Today, old Two Girls advertisements are staple of historical exhibitions and the inspiration for many artists.

Staying innovative

Two Girls may be steeped in historic charm, but the innovation and constant improvement makes the brand a classic. "Combining traditions and breakthroughs, growing and transforming together with Hong Kong... This is what makes Two Girls a cultural icon of Hong Kong," Chan said.

Even the brand image, the very core of Two Girls' nostalgic appeal, has been changing with time. The cheongsam worn by the Two Girls has gradually morphed from the solid-colored, traditional style to the bright-colored, body-hugging design. A sense of fashion is subtly instilled: fur coats in the winter, for instance.

Some bold changes had been introduced to the product mix. KSH has produced several hundred kinds of beauty and health-related commodities under the Two Girls brand, including those bizarre "Brain and Muscle Strengthening Pill" or "Stress and Strain Soothing Lotion". Many products were off production. "But the Two Girls Florida water, face cream, hair and talcum powder remain the all-time best-sellers," Chan said.

In recent years, KSH has started selling stationary and health food, catering to the working women. "In September, a new line of Swiss-made products will be launched targeting the young woman market," said Chan.

Truly innovative are KSH's forays into alternative distribution channel. Aside from ready adoption of e-commerce, KSH is the first in Hong Kong to sell beauty products via vending machine. Also, it has partnered with tour agencies to supply Two Girls travel kits.

Incoming tourists, from Japan and Southeast Asia especially, have been an important market for Two Girls. Following recommendations by travel books, they made a point to visit Two Girl's main store in Causeway Bay. "Once, a Japanese tourist bought several hundred bottles of Florida water as gifts to friends back home," Chan said.

This has prompted KSH to explore overseas market. In January, KSH took Two Girls to a beauty product exhibition in Germany and the response was encouraging. "The visitors gave very positive feedback to our best-sellers such as the Florida water and face cream. Many were interested in becoming our dealers," Chan said.

Riding on the China fever, "we believe Two Girls, with its nostalgic, traditional China appeal, has great potential there," she added.

An array of Two Girls best-sellers. Edmond Tang

(HK Edition 07/01/2008 page4)