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].