The Bankability Of The Girl-Next-Door
Her World Singapore|December 2020
Though she jokes that she’s not a glamorous celebrity, her stellar portfolio says otherwise. We count the reasons why everyone – from showrunners to advertisers – is in love with Rebecca Lim.
Sophie Hong

Rebecca Lim is on a winning streak. And we’re not just talking about her bagging the Top 10 Most Popular Female Artiste award for eight years running. Throughout her 10-year career, Rebecca has swept multiple acting awards, locally and regionally. She’s a regular face on television screens, and holds court on Instagram with over 380,000 followers. She’s inked long-standing deals with brands like Mercedes-Benz (seven years), Goldheart (six years), and Swisse (six years). She’s everywhere – from our screens to outdoor ads and magazine covers.

She has the ROI to back it up too. When she appeared on our May cover sporting a Longines DolceVita stainless steel watch with an orange leather strap, women flocked to the boutiques asking for “the Rebecca Lim watch”.

It’s easy to see the key to her bankability. It’s how Jennifer Aniston popularised “The Rachel” haircut – with her girl-next-door appeal. This label is one that Rebecca readily accepts, although she points out that at 34, she’s hardly a girl anymore. But there’s no denying that she is extremely relatable. She’s close to her family. She laments about how difficult dating is because of her focus on career. She confesses that she practically lived in three sets of pyjamas during the Circuit Breaker. She then laughs about how she’s still struggling to lose the 4kg that she gained during it.

Yes, she is a celebrity, but she could very well be your best friend too.

WHAT DOES BEING A BRAND AMBASSADOR MEAN TO YOU?

Traditionally, being a brand ambassador means having your name and face next to a product. But, personally, I feel like it has to be authentic to my lifestyle – I need to believe in the brand, and there must be synergy. I carry my Huawei phone, drive my Mercedes, and take my Swisse supplements every day. I wear Goldheart jewellery and give them as gifts. And Longines (she became a friend of the brand this year) was the first watch that I bought for myself. There’s meaning behind who I choose to partner with, and because of that, there’s longevity in the relationship. Brand ambassadorships are usually only for a year, but I’ve had pretty long partnerships, which is very rare in the age of social media. I’m very thankful.

YOU MUST GET A LOT OF THESE OFFERS. HOW DO YOU DECIDE IF YOU SHOULD TAKE UP THE DEAL?

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