The Challenge

Today’s consumers increasingly search for health and beauty products that combine effectiveness with sustainability, seeking products that minimise environmental impact and support ethical sourcing. This shift reflects a growing awareness among consumers of how personal care choices impact both individual health and the planet.

To meet this growing demand, Watsons, the flagship health and beauty brand of AS Watson launched a campaign in Asia, to provide consumers with options of multiple brands products with more sustainable ingredients and packaging. This campaign seeks to empower customers to make more conscious purchasing decisions by expanding their access to more sustainable product options.

The Approach

 

To operationalise the campaign, Watsons focused on effective stakeholder engagement, to manage product listings, enhance customer education, and improve product descriptions across digital platforms, ensuring customer access to transparent information.

A comprehensive Suppliers’ pack was developed with clear guidelines to ensure suppliers’ understanding of the Sustainable Choices campaign prerequisites, substantiation requirements for product descriptions, and merchandising standards

 

The Results

Since its launch, the Sustainable Choices campaign has enabled Watsons to list 11,000 products under this campaign across key Asian markets including Mainland China, Hong Kong, Taiwan, Thailand, Malaysia, Indonesia, the Philippines and Turkey.

This campaign positioned Watsons as a regional leader in sustainable retail, aligned with global standards and evolving consumer expectations.

The initiative continues to evolve with market trend and customer demand, and it has become a cornerstone of Watsons’ brand promise: “Look Good, Do Good, Feel Great.”

“Every decision—big or small—plays a vital role in protecting our planet. That’s why we’ve expanded our Sustainable Choices campaign to include a wider range of products, from skincare and hair care to personal care essentials. Our goal is to make sustainable living more accessible and empower consumers to make choices that reflect their values.”

— Malina Ngai Group CEO, AS Watson

 

 

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