This case study is part of The Consumer Goods Forum’s (CGF) Healthier Lives Coalition work on Life Course Wellness – a cross-sector initiative that brings together businesses, NGOs, and public stakeholders to support healthier lives at every life stage.
This case study demonstrates how CGF member companies are advancing Life Course Wellness by addressing the specific health needs of elderly adults. The AS Watson – Haleon partnership showcases the value of combining retail reach, consumer trust, and expert knowledge to promote preventative health and support healthy ageing across communities.
As populations around the world age, one major health challenge that demands urgent attention is osteoporosis—a condition that affects over 30% of middle-aged and older adults in China. Osteoporosis significantly impacts quality of life by causing chronic pain, limited mobility, and a higher risk of fractures. Women over 60, individuals with low BMI or education levels, smokers, and those with a history of fractures are especially at risk.
Tackling this issue requires better health literacy and support for self-care, both of which are essential to promoting lifelong wellbeing and enabling healthy ageing. As the World Health Organization (WHO) notes, self-care interventions play a critical role in achieving universal health coverage and protecting vulnerable populations.
AS Watson and Haleon launched a multi-market campaign across Asia focused on enhancing health literacy, providing preventative care, and creating dedicated spaces for self-care education—with a key focus on consumers aged 50 and above, also referred to as ‘Jubilee’ shoppers.
To progressively scale the initiative across demographics and health categories, the CGF members:
Watsons Singapore:
Watsons China:
These early results show how a targeted, educational approach can drive meaningful health outcomes while also supporting business objectives.
Dr. Malina Ngai, Group CEO of AS Watson said, “At AS Watson, we believe that promoting preventative health is about building the inner beauty of customers. Beyond offering a wide range of quality products and services, we inspire customers to build a habit of embracing a healthy, active lifestyle.”
Brian McNamara, CEO Haleon said, “As a board co-sponsor of the CHL coalition of action I believe that, through CEO engagement and by coming together as manufacturers and retailers, we can help scale preventative health solutions”
The Consumer Goods Forum’s Healthier Lives Coalition has a key focus on Life Course Wellness, aligning with the World Health Organisation’s ambition to improve health and wellbeing across every stage of life. This initiative brings together retailers and manufacturers to drive impactful physical and digital activations that empower consumers to make healthier choices presenting a clear opportunity to deliver better, more tailored health solutions that meet consumers’ needs throughout their life course.
The Coalition will target three key priorities: