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BMF Adopts a New Positioning Tagline and Launches an Exclusive Face and Body Treatment that Exemplifies the Beauty of Non-invasive Aesthetics

(15 August 2023, Hong Kong) – BMF (Bella Marie France), a pioneer in the Hong Kong beauty industry that embraces the expertise of two renowned names with a combined total of more than 70 years of experience in helping clients achieve their best face and body image, strides into the future armed with a new tagline, “The Aesthetics People”.

To celebrate this confident repositioning in the market, BMF Hong Kong exclusively launches CFU Ultima, a new non-invasive treatment for the face and body that uses ultrasound energy to target problem areas, including wrinkles, double chin, saggy jowls and excess fat around the stomach and lower flank (the love handles). 

BMF The Aesthetics People – A New Chapter in Beauty 

BMF Hong Kong was born in 2018 from the unification of Bella Skin Care and Marie France Bodyline – two of the city’s leading and most respected beauty entities for the face and the body respectively. Bella was the first skincare centre to introduce laser hair removal to Hong Kong more than 30 years ago, and Marie France arrived from Switzerland in 1986, introducing personalised slimming programmes and body contouring.

Following this union, BMF has continued to grow and evolve, strengthening its position as one of the most trusted names in non-invasive professional and holistic beauty treatments for modern, discerning women.

The new tagline exemplifies the company’s ethos that aesthetics does not necessarily mean injections and invasive methods. Clients have the option of non-invasive treatments that deliver equally impressive results. It also underpins BMF’s commitment to a team equipped with the expertise and skills to ensure clients receive the best possible treatments and services to meet their needs. 

BMF The Aesthetics People aims to further cement its position as a trusted, professional purveyor of non-invasive aesthetics treatments and help beauty aficionados achieve confident, beautiful potential in every phase of their lives. 

“This is a significant milestone for BMF as we embrace our new positioning tagline that aligns and reinforces our commitment to provide the most advanced and effective treatments, a holistic approach to aesthetics, as well as professional expertise and top-notch service to our clients,” says Ms Amy Quek, CEO of BMF.

“We have continuously evolved to be ahead of the curve and stay relevant to our clients, especially those who prefer non-invasive treatments that are backed by science and technology, to help them achieve their aesthetic goals in a safe, effective manner,” adds Ms Quek.

CFU Ultima – The New Face and Body Treatment Exclusive to BMF 

The first treatment launched under the new positioning tagline of BMF is the non-invasive CFU Ultima. Hailing from Italy, this highly advanced and age-defying treatment for the face and body represents a phenomenal breakthrough in beauty technology. It not only utilises the power of ultrasound energy but also adopts an innovative application method that provides an increased level of precision, comfort and speed, without any downtime or damage to the skin. This translates to faster results over fewer sessions, saving time and money.

CFU Ultima works its non-invasive magic in 4 key ways. The selective thermal effect of its unique centreless transducer allows for more targeted emission of ultrasound energy, thus enhancing performance without damaging the skin. The surface area of skin exposed to the ultrasound energy is smaller, resulting in less discomfort.

Two applications, EasyZoom and EasyFlow, boost the effectiveness and efficiency of the treatment. With EasyZoom, CFU Ultima can be personalised with the most suitable transducer to reach the appropriate depth, power and mode of ultrasound emission to achieve the desired targeted results. Treatment time and discomfort, meanwhile, are drastically reduced by using the EasyFlow application, a rapid ultrasound energy emission that speeds up the procedure considerably.

In addition, through the wonders of Active Cooling Emission (ACE) technology, cooling fluid is circulated within the handpiece to guarantee its safety and efficiency. This also prevents thermal damage to the skin, ensuring the safety of the procedure.

In celebration of the launch, BMF introduces CFU Ultima For The Face at a special trial price starting from HK$988. The non-invasive cutting-edge treatment targets droopy eyelids, chubby or saggy cheeks, enlarged pores, wrinkles and smile lines, double chin and saggy jowls and neck. 

The treatment utilises the power of ultrasound energy that is delivered deep into the skin at the correct temperature. This stimulates collagen production to firm, rejuvenate and plump up skin and lift sagging for the coveted V-shaped face. At the same time, it reduces the appearance of fine lines and wrinkles for smooth and youthful skin, and improves acne scars for a clearer complexion. Results are long-lasting and there is zero downtime with minimal discomfort.

CFU Ultima For The Body (trial price from HK$988) targets the upper arms, bra line, tummy, hips, inner and outer thighs as well as calves. This body treatment programme stimulates collagen production to firm and sculpt, and reduces localised fat under the skin. Body contours become more shapely and defined as butterfly arms, love handles and stubborn fat bulges disappear. As with the facial treatment, clients can expect long-lasting results, no downtime and minimal discomfort.

Home Help – New Salon-Grade Products Formulated by BMF 

Designed to complement the CFU Ultima treatments, two new products for the face are available for home use. They are painstakingly formulated by the BMF team and made in the Netherlands. 

Intense Age-Defying Serum (HK$1,350/15ml) is a phenomenal age defence formula enriched with collagen, elastin and hyaluronic acid. It works to even out skin tone and plump up the skin, reducing the appearance of wrinkles for a brighter and smoother complexion. 

Application is simple: dispense 8 drops onto the palm and spread evenly over the face in a clockwise direction with the fingertips, starting from the forehead, then pat gently until fully absorbed. 

Intense Age-Defying Cream (HK$1,050/15g) is a fast-absorbing velvety cream infused with anti-ageing and anti-inflammatory active ingredients for advanced environmental protection. This plethora of high-performance herbs and botanicals keeps the skin soft, supple and radiant for a more youthful appearance. 

For dry skin, it is most effective when applied in the morning and before bedtime, while oily skin will benefit from just one application at night. To use, dispense a pea-sized amount onto the palm and pat gently into the skin until fully absorbed.

For ultimate post-treatment results, BMF’s professional team recommends 22 Booster Oil (HK$1,200/15ml) and Elixir Platinum Serum (HK$1,200/15ml; HK$2,000/30ml) for regular usage. Both are made in the US and formulated by BMF specialists.

Enriched with botanically-sourced lipids, 22 Booster Oil helps improve skin barrier recovery and enhance elasticity and firmness when applied to the face and neck regularly. Elixir Platinum Serum transcends all expectations of age-defying serums with an efficacious blend of 4 key proprietary active ingredients – TetraPlatinum PNCTM, SynapLex X50TM, OsmoFence IBTTM and Sytenol A – which promote skin-cell recognition and deliver nutrients to where the skin needs them most.

For more information, please visit, or Whatsapp (852) 9706-1528, call (852) 2248-6367 or email

Like and connect with BMF Hong Kong:

Official Hashtags: #BMFHK #CFUUltimaHK

BMF Hong Kong’s Opening Hours – All Branches:

Monday to Friday – 10am to 8pm

Saturday – 10am to 6pm

Sunday and Public Holidays – 11am to 6pm

BMF Hong Kong’s Locations and Contacts:

BMF Hong Kong – Central 

Address: 9/F, The L Place, 

139 Queen’s Road Central, 

Central, Hong Kong

Phone: (852) 2526-6352

BMF Hong Kong – Causeway Bay 

Address: Room 1601, 16/F, Sino Plaza, 

255-257 Gloucester Road, 

Causeway Bay, Hong Kong

Phone: (852) 2568-6060

BMF Hong Kong – Tsim Sha Tsui 

Address: Room 1603-1606, 

Hong Kong Pacific Centre, 28 Hankow Road, 

Tsim Sha Tsui, Hong Kong

Phone: (852) 2723-2371

BMF Hong Kong – Kowloon Bay 

Address: Room 1309, 13/F, 

Telford House, 16 Wang Hoi Road, 

Kowloon Bay, Hong Kong

Phone: (852) 2331-9899

BMF Hong Kong – Kwai Fong

Address: Room 4205-4207A, 

Metro Plaza Tower 2, 223 Hing Fong Road, 

Kwai Fong, New Territories, Hong Kong

Phone: (852) 2487-2878


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