Blé de Fonty taps Innovative Hub and takes home silver in social commerce category at MARKies Awards 2025

This post is sponsored by Innovative Hub.

Premium skincare brand Blé de Fonty won silver for “Most Effective Use – Social Commerce” at the MARKies Awards 2025, with Innovative Hub powering a TikTok campaign that turned a beauty discovery into an interactive shopping experience.

Unlike many FMCG brands that still lean heavily on traditional advertising, Blé de Fonty charted a different path. By focusing on TikTok live-streaming and video-first content, the brand transformed social engagement into shoppable moments, setting a new benchmark for social commerce in Singapore.

“In beauty, consumers expect more than glossy campaigns,” said Zoe Zuo, founder and CEO of Innovative Hub. “They want to see products in action, used by real people they trust. TikTok allowed us to deliver that instantly, interactively, and at scale.”

The campaign placed influencers at the heart of the storytelling, showcasing Blé de Fonty in real routines rather than scripted ads.

Innovative Hub worked with a diverse mix of beauty creators and lifestyle voices to host live-streams and create short-form videos. Viewers could watch products being applied in real time, ask questions, and shop directly – turning discovery into action within minutes.

“By working with creators who could authentically share their skincare experiences, we ensured Blé de Fonty connected as both aspirational and relatable,” the agency shared.

The campaign leaned on TikTok’s strength as a discovery-and-purchase platform. Live-stream shopping events created excitement and urgency, while video campaigns built visibility through product tutorials, reviews, and trending formats.

Posts under #BleDeFontySG gained traction among social-savvy consumers, especially young adults seeking premium skincare. The result was not just buzz, but a community of engaged followers eager to integrate Blé de Fonty into their daily routines.

The MARKies jury credited the campaign for going beyond traditional digital ads by using TikTok as a full-funnel ecosystem. While many FMCG brands invest in static campaigns, Blé de Fonty demonstrated how social commerce could drive both awareness and conversion simultaneously.

As a top TikTok partner and Xiaohongshu marketing agency in Singapore, Innovative Hub also ensured the campaign was executed with compliance and professionalism – keeping influencer content aligned with platform rules while maximising impact.

“Creative ideas need disciplined execution,” Zuo added. “That’s how social commerce becomes sustainable, not just viral.”

For Blé de Fonty, the award is both recognition and momentum. The brand plans to continue building through seasonal product spotlights, influencer partnerships, and experiential TikTok campaigns.

“Social commerce lets us connect with consumers in ways that feel personal and immediate,” said a Blé de Fonty spokesperson. “This win inspires us to keep innovating and growing with our community.”

For Innovative Hub, the recognition underscores its role as a professional partner helping FMCG and beauty brands succeed in Southeast Asia’s fast-evolving digital landscape.

Blé de Fonty’s win reflects a broader industry shift: consumers are increasingly discovering and shopping through live-streams and short-form videos, not just static ads.

In Singapore’s competitive skincare market, the campaign showed that brands willing to embrace social commerce can outpace those sticking to traditional playbooks.