BMF names new regional ambassador to reposition brand identity

Hong Kong-based beauty gym BMF (Bella Marie France) has appointed Jakarta-born beauty influencer Spoon Chan (pictured left) as its new regional ambassador for 2024. The appointment will be available across various markets in APAC including Hong Kong, Indonesia, Singapore and Malaysia. 

In a conversation with MARKETING-INTERACTIVE, Vicky Yun, marketing communications manager, Global Beauty International, said the company observed an unsatisfactory impact on brand identity when abandoning long-standing brand identities a few years ago – from Bella Skin Care and Marie France Bodyline to Bella Marie France. 

“Due to the pandemic in 2019, our first-ever rebranding campaign was cut off halfway with the forced closure of all beauty salons followed by flatlined budgets,” she said.

Following a solid recovery, the company has seen a substantial change in how people consume and process information. ”To prepare for what the current and future bring, businesses need to go beyond previous strategies and reform deeper connections with our audience,” she added.

To further solidify its position as ‘The Aesthetics People’, BMF chose Chan as its ambassador due to her vibrant and active persona, body-conscious and slimming regimens. This strategic collaboration aims to showcase the brand’s commitment to helping individuals achieve their desired physique.

Yun said Chan’s  impact goes beyond not only just brand sponsorships; but also extends to shaping the narratives by displaying the exceptional customer experience that captivates modern-day audiences and consumers through active appearances on social media channels.  

Chan presents herself with an “ordinary”, approachable, and authentic personality, which could make the audience feel more similar to themselves, Yun said.

“As it comes to wishful identification, she is also a digital pioneer, and had a very interesting upbringing that resulted in her knowledge of more than three languages including Cantonese, Mandarin, English, and Bahasa,” she added.

Apart from influencer marketing, celebrity marketing is also leveraged as local actress Jessica Hsuan (pictured right) is also invited to embody BMF’s positive and radiant image. The brand hopes to maximise the satisfaction of the preference of its audience and leverage Hsuan’s positive image to build a trusted partner in beauty.

Moving forward, the brand will be leveraging PR to support SEO efforts, creating comprehensive marketing strategies that can help achieve its goals and drive more traffic to its revamped website.

“With the right strategy, PR and SEO can play key roles in helping us reach a wider audience and build our online reputation by high quality and regular press content and backlinks from third-party pages,” Yun added. User-generated content is also another approach the brand will take.

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