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 and wellbeing needs of young children with cleft conditions. Recognising the need for action, AS Watson and Kenvue through its Listerine brand joined forces to promote better oral hygiene practices among consumers.
Both companies partnered with Operation Smile, an international medical charity, to address the critical need for cleft lip and palate surgeries in underserved communities.
Oral diseases, while largely preventable, pose a major health burden for many countries and affect people throughout their lifetime, causing pain, discomfort, disfigurement and even death. It is estimated that oral diseases affect nearly 3.7 billion people across the world.
Specifically, orofacial clefts is a common oral-care related NCD (Non-Communicable Diseases), being the most common of craniofacial birth defects with a global prevalence of between 1 in 1000–1500 births, driven by genetic predisposition. In low-income settings, there is a high mortality rate in the neonatal period. Yet if lip and palate clefts are properly treated by surgery, complete rehabilitation is possible.
A simple yet effective contribution scheme was implemented in markets such as the UK, China, Philippines, Thailand and Singapore with a donation made with every bottle of Listerine mouthwash sold at AS Watson, allowing consumers to make a conscious contribution to the smiles of children. The partnership has also sponsored medical missions, which were often accompanied by educational programmes that train local healthcare providers.
Educational campaigns were also implemented in and outside of AS Watson stores leveraging the expertise of healthcare professionals. These campaigns provide consumers with information on effective oral care behaviors and the benefits of maintaining good oral health, while highlighting the specific needs for individuals with cleft lips and palates who lack access to essential medical services.
Dr. Malina Ngai, Group CEO of AS Watson said, “Through the collaboration with Operation Smile, AS Watson has successfully sponsored 8,000 surgeries, transforming the lives of the cleft children and their families. The surgeries have not only improved the children’s physical wellbeing but also their mental wellbeing. At first, we aimed to transform 10,000 smiles by 2030, and now we expect to surpass this target by 2026.”
Thibaut Mongon, CEO, Kenvue said, “Since 2018, Kenvue has joined AS Watson and Operation Smile to help transform the lives of thousands of children with cleft conditions. Our collaboration raises awareness of their critical needs and promotes the importance of good oral health for all. Together, we are dedicated to making a meaningful impact, one Healthy Smile at a time.”
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:
Search 
Search 
