Core Viewpoint - The emerging biotech hair care brand Befe has faced backlash from fans of its newly announced spokesperson, Zhang Hao, leading to the brand's legal response to address false information and defamation [1][2][3]. Group 1: Brand Announcement and Fan Reaction - Befe announced Zhang Hao, a member of the Korean boy group ZEROBASEONE, as the spokesperson for its dry shampoo series on July 24 [2]. - Following the announcement, some fans initiated a boycott on social media, questioning the brand's alignment with Zhang Hao's image and expressing concerns over the brand's short trademark registration history and the parent company's previous legal issues [2]. - Comments in Befe's official Weibo post included phrases like "never buy low-quality endorsements" and "refuse to support" [2]. Group 2: Legal Response and Brand Strategy - On July 26, Befe issued a statement on Weibo addressing malicious attacks and false claims, announcing that it has engaged a legal team to investigate and protect its rights [3]. - The brand emphasized that the endorsement project was part of a long-term strategic plan, initiated in December 2024, and not a reaction to the backlash as rumored [3]. - Befe clarified that its core trademarks "Befe," "Befe.," and "不凡" have been registered, with additional trademark applications in process to safeguard its brand assets [4].

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]