消息发布后，部分章昊粉丝在社交平台发起抵制，质疑品牌定位与艺人形象不符，粉丝指出Befe商标注 册时间较短，母公司苏州蓬客生物科技有限公司曾被列为被执行人，质疑其为"微商品牌"，认为经纪公 司乐华娱乐过度消耗章昊商业价值，未严格筛选合作品牌。 7月24日，Befe不凡官方微博宣传帖的评论区涌现不少抵制留言，如"永拒低质代言""不买"等。 据悉，章昊是韩国男子演唱组合ZEROBASEONE的C位成员。2021年，章昊加入乐华娱乐公司，成为旗 下练习生。2023年，以选手身份参加的韩国Mnet选秀节目《BOYS PLANET》，成为韩国选秀史上首个 C位出道的中国人。 公开资料显示，Befe不凡成立于2019年，是专注于头皮护理与发丝修护的中国生物科技美护发品牌，产 品涵盖洗发水、护发素、免洗洗发喷雾等多个品类。已入驻屈臣氏、胖东来等全国主流零售渠道，业务 拓展布局至海外15个国家。 品牌回应：已委托专业法律团队调查与维权 近日，新锐生物科技美护发品牌Befe不凡正式官宣新生代艺人章昊成为其干发喷雾系列代言人，然而官 宣消息发布后，该品牌随即遭部分章昊粉丝在社交平台的抵制。 7月26日，Befe不凡通过官方微博发 ...

Core Viewpoint - The emerging hair care brand Befe has faced backlash from fans of its newly announced spokesperson, Zhang Hao, leading to a public relations crisis and legal action against false information spread online [1][12][15] Brand and Market Context - Befe, established in 2019, focuses on scalp care and hair repair, offering products like shampoos and leave-in sprays [13] - The brand appointed Zhang Hao, a prominent member of the K-pop group ZEROBASEONE, as the spokesperson for its dry spray series, aiming to leverage his popularity for market expansion [13][14] Fan Backlash - Following the announcement, many fans expressed dissatisfaction on social media, questioning the brand's alignment with Zhang Hao's image and raising concerns about product safety and the brand's reputation [1][2][12] - The backlash escalated quickly, with fans posting comments like "boycott low-end endorsement" on Befe's official social media [2] Legal Response - In response to the negative publicity, Befe issued a statement clarifying its position and announced legal action against those spreading false information about the brand [1][11][12] - The brand emphasized that the choice of Zhang Hao as a spokesperson was part of a strategic plan developed over several months, countering claims that the decision was made in reaction to the backlash [12] Brand Performance and Strategy - Despite the controversy, Befe has established a presence on major e-commerce platforms, with significant follower counts on Tmall and Douyin, and has achieved over 10 million yuan in offline sales [14] - The brand's flagship products, including the dry spray and an avocado repair mask, have performed well in sales rankings, indicating potential despite the current crisis [14] Industry Insights - The incident highlights the dual-edged nature of celebrity endorsements in the beauty industry, where the potential for increased visibility can be countered by the risk of negative public sentiment [16][18] - Brands are advised to maintain a balanced approach to leveraging celebrity influence while ensuring product quality and brand integrity to avoid backlash [18][19]

Core Insights - Befe. has experienced explosive growth, ranking 6th in Tmall's 618 pre-sale for personal care brands and becoming a leading player in the hair care industry [2] - The brand focuses on innovative products and has established a group standard for dry shampoo, aiming to fill gaps in the domestic market and enhance international competitiveness [4][12] Product Innovation - Befe. has launched its fourth-generation dry shampoo spray, which features a 10-hole wide-angle nozzle for even application and improved oil absorption efficiency, achieving 2.36 times better absorption than traditional rice starch [3][7] - The brand's Avocado Repair Hair Mask 4.0 utilizes R3-PRO targeted repair factors for precise damage repair and has become the top-selling domestic hair mask, serving over 15 million consumers [4][3] Market Performance - The dry shampoo market is experiencing rapid growth, driven by increasing consumer demand for safety, efficacy, and convenience [4] - Befe. achieved a daily sales record of over 5 million yuan during the March 8 promotion, reflecting a year-on-year growth rate of 315% [9] Distribution Strategy - Befe. has established a presence in over 21,000 physical stores across China, achieving 100% provincial coverage and collaborating with over 300 partners [10][11] - The brand employs a "local penetration + global radiation" dual strategy, enhancing its offline sales through targeted marketing and promotional events [9][11] Technological Advancements - Befe. operates a 1,000+ square meter biotechnology laboratory and holds 25 core patents, collaborating with institutions to create a database for localized hair care solutions [7][8] - The brand's focus on biological safety and innovative formulations positions it as a leader in the scientific hair care sector [8][12] Global Expansion - Befe. is expanding internationally, having entered six countries and aiming to cover 15 markets by the end of the year, including Australia and Singapore [11][12]