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.

The Challenge

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.

The Approach 

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: 

  • Launched a Healthy Longevity Corner in Watsons China, a dedicated area within the store that highlights essential health topics for older adults including insufficient vitamin and mineral intake and bone health issues. This space provides consumers with easy-to-understand information.
  • Piloted Wellness Corners in Watsons Singapore, in two stores featuring information on essential health topics on Self care and Healthy Ageing. This initiative is supported by an integrated, full-scale marketing strategy that spans both offline and online channels, incorporates expert-led engagement, and ensures targeted outreach to Jubilee shoppers

The Results 

Watsons Singapore:

  • Initial CRM (Customer Relationship Management) data showed stronger growth in relevant products at pilot stores vs. control stores.
  • Significant increase in Jubilee shoppers purchasing relevant products, indicating both commercial and consumer engagement success.

Watsons China:

  • The health-first concept drove high double-digit growth in average weekly sales during the first month of relevant products.
  • Consumers showed increased interest in educational materials on preventative care, validating the effectiveness of combining brand expertise with health messaging.

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”

 

Learn More

About CGF Collaboration for Healthier Lives Coalition of Action

  • The Consumer Goods Forum (CGF)’s CEO-led Coalition of Action on Collaboration for Healthier Lives (CHL) is about making it easier for people around the world to adopt healthier lives for themselves and their families.
  • CHL initiatives running across 9 countries and involving over 160 organisations.
  • As a collective, members of the CGF, and their partners, are exploring, experimenting, innovating, and evolving business models to support positive change, while sharing data and knowledge at scale, cross industry. Health is not a competitive advantage; it’s a basic necessity. And it’s clear no company can solve this issue alone.
  • Collaboration is needed at scale and across sectors if the consumer goods industry is to play the necessary role in the health and wellbeing of people. 
  • For more information please visit our website
  • Contact the CHL team to have your employee wellbeing programmes featured.

About the Life Course Wellness Workstream

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:

  • Supporting people through Health Transitions like starting a family or managing chronic conditions,
  • Promoting Everyday Self-Care Behaviors for sustained wellbeing,
  • Fostering Healthy Longevity through proactive prevention.

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