Bond En Avant’s Amy Chang Proves Beauty And Brains Are A Good Pair For Content

Amy Chang of Bond en Avant is a thinking person’s beauty influencer. Formerly in public relations for L’Oréal-owned Shu Uemura, she flipped the script two years ago to be on the receiving end of the pitches. “I decided to create a beauty blog dedicated to what I wanted to read – in-depth articles on plastic surgery, cosmetic treatments, and luxury skincare – on a platform that’s sophisticated, chic and geared towards a younger audience like myself,” says Chang on her website. The detail-oriented blogger thrives during the content development process and strives to thoroughly capture brands’ backstories. Beauty Independent caught up with the mother-to-be to chat about brands she’s crushing on, PR tips for emerging companies, duplication in the indie marketplace, and why skincare and beauty brands are best left in the hands of small influencers.

Where did you grow up?

I grew up in Minneapolis and, from there, moved to New York where I went to school there and got my degree in communications. I worked in beauty PR and eventually hospitality PR. I met my husband, and we have spent the last six years living in L.A.

How has where you lived affected your idea of beauty?

Each of the locations played a prominent role at different stages of my life. In Minnesota, I worked at a beauty counter, Shiseido, and I wore a lot of makeup. I was really into color payoff. Health and wellness wasn’t a prominent part of my life or the conversations I was having. Then, moving to New York, the look is very paired back and minimal, so I stopped wearing foundation. If there was any emphasis, it was a strong brow or bright lip, a sophisticated look. When we moved to L.A., things definitely became more about sun protection and skin health. I started focusing on repairing sun damage, and more around wellness and holistic living that I picked up from community here. People in California are far more concerned about ingredients, organic eating and living a more holistic lifestyle.

How did Bond en Avant get started?

When I worked in PR in New York, I was on the other side, and one of my main roles was to find bloggers and connect with them. This was before the influencer movement even started. It was still about blogs. It was my job to find the right fit for clients dealing with artisanal food products. I would send product and figure out how to fit the pieces together. I enjoyed doing it and learned a lot, but beauty was still a part of my life I was yearning for. I had formerly worked as a Shiseido trainer at Sephora, and my first internship was PR with L’Oréal and Shu Uemura, so I felt like that element was missing. But, being in New York at that time, the foodie culture was taking off, so I chose that route. However, when I moved, I decided I would create a beauty blog, and switch sides and create that content. I’m passionate about writing and taught myself how to properly photograph and use all the technical programs, and creating a network that led me to here.

amy chang of bond en avant

When you started, did you think you’d become an influencer?

I wasn’t sure where any of this would go. I was just passionate about the process. I certainly didn’t think down the line. It just felt right, and I kept leaning into it and things evolved. I contribute to Mind Body Green and am always pursuing other writing opportunities. With that as my focus, I don’t see myself as a traditional influencer. I am much more driven by the content development part of it.

What public relations advice would you share with emerging brands?

It’s really important to know whom you are reaching out to. You should be specific and authentic with them, too. I am the one receiving emails now, and so many are clearly a copy-and-paste pitch or something that just isn’t a fit. You really have to do your research, both on your product and the influencer, to be genuine in approach and find that match. I think simply being personable will give you a much greater return. Try to imagine what it’s like to be on the other side, receiving that email. No boilerplates or press releases.

What’s your perspective on the brands that are reaching out to you?

Just in the two years that I’ve been on this journey, and only one of them being in the smaller brand/clean space, I have been feeling a bit of fatigue with brands who seem to just be adopting trends without something novel behind it. They are appearing at a fast pace, but what value are they adding to the field? For a brand to succeed they’ve got to come out with something interesting and innovative. We’ve all seen face oils with the same ingredients of varying percentages. It’s starting to feel very repetitive. Space is really available for the taking for those with a creative vision.

amy chang of bond en avant

Why do you think the indie beauty movement has gathered momentum?

It’s similar to what happened with food a few years ago. More information is coming around and research is being done, and we’re realizing that what we’re using isn’t exactly good for us or companies don’t have the best intentions. Beauty has followed the same course. With all of these platforms for consumers to get information, there’s really no way to slow it down. The consumer is well-equipped, and they know what to look for and will source it out. Brands really are having to give customers what they are looking for. Smaller brands are smart and bringing those options to the table.

How do you choose brands to feature or collaborate with?

First thing I look at the “about” page. I need a story and, then, [I] read the ingredient labels. I have my list of no-nos, nothing that’s a skin irritant or endocrine disruptor. I also have other things I look for. There are a few gray areas like silicones and things that aren’t technically toxic, but aren’t good for you either. Basically, I avoid anything that doesn’t allow my skin to breathe. [I have] a past of perioral dermatitis. I’m certainly not against synthetics. I just have to take the time to look at them really closely. I’m really learning about safe synthetics because you have customers out there being told not to buy anything they can’t pronounce. They’re trying to navigate all of this and, basically, they’re turning to influencers to break it down as we do the work. The way I see it, it doesn’t have to read like a salad to be safe and, if it does read like a salad, it doesn’t mean you won’t have a reaction.

What’s your take on disclosing brand relationships or sponsored posts?

When it comes to sponsored content, disclosure is very important. It not only follows FCC regulations, but it also builds trust with your audience by being transparent with how you work with brands.

amy chang of bond en avant

Has your content changed since becoming pregnant?

It has definitely shifted toward topics about pregnancy and skincare, and where those topics overlap. I do plan on adding motherhood- and pregnancy-related topics without the skincare element. It is tough because your audience is used to a certain type of content, so I don’t want to alienate them with mommy blog-esque topics, but find that balance. That said, I want to be helpful with things I’ve struggled with like navigating the endless registries out there and what you actually need. My next foray is figuring that out along with what to use for baby.

What are brands you are crushing on now?

I’m really having a moment with Osea out of Malibu. Their Advanced Protection Cream features algae, which is so good for the skin and in retaining moisture. I also really like their Hyaluronic Acid serum and cleanser. Another brand I love is Kosås Cosmetics. The founder [Sheena Yaitanes] is a true artist. She’s insanely smart, and her shades are so expertly formatted to play off of different skin tones and accentuate from that point of view.

What’s next for Bond en Avant?

Continuing to improve my photography and hone my writing abilities is important to me, but also exploring video production. I’ve found my audience really connects with me through short form like Instagram stories. I’m looking into how to better deliver content to my audience in this way.

When I first started out on my journey, I labeled myself as a green beauty blogger, but have since shifted away from that title. I think labels can be confusing because everyone has a different definition of what “green” or “clean” is, but what’s more important is finding products that are right for your needs/skin and staying true to your skincare ethos versus boxing yourself into a label.

amy chang of bond en avant