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, called “Sustainable Choices”, to provide consumers with options of multiple brands products with more sustainable ingredients and packaging. This campaign aims to support more conscious purchasing decisions by increasing access to such products.
The Sustainable Choices campaign is built around four pillars, under which products from different brands can be listed if they meet specific criteria:
To operationalise the campaign, Watsons focused on effective stakeholder engagement (including suppliers and customers), covering product listings, customer education, and product descriptions across digital platforms to provide more transparent information. Each market set up an online page to inform customers about the campaign—for example, Singapore: https://interactive.watsons.com.sg/sustainability
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. Supplier support, such as offering incentives, was a critical first step in encouraging customers to make more conscious purchasing decisions.
“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
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. The campaign has expanded Watsons’ offering of more sustainable products across multiple markets, in line with evolving consumer expectations and international standards.
The campaign has been particularly successful with young members: on average, two-thirds of loyalty card members aged 25 or below purchased Sustainable Choices products in 2024, with Thailand leading the way—85% of members in this age group made such purchases. Additionally, Hong Kong, the Philippines, and Indonesia also contributed significantly to growth in both sales and new member acquisition. Notably, the number of members aged 25 or below who purchased Sustainable Choices products grew by 4% in 2024 compared to 2023—outpacing growth among members in this age group who purchased other types of products.
The campaign continues to evolve in response to market trends and customer demand.
AS Watson is part of the Global Coalition of Action on Climate Transition.