In conjunction with China National Healthy Lifestyle Month, CGF Board Member retailer A.S. Watson joined hands with The Consumer Goods Forum’s Collaboration for Healthier Lives Coalition in China to promote health and wellness through online and in-store activations during the month of September 2022. The objective of this campaign was to build up consumer mindset on healthier lives through offline and online  (O+O) health education campaigns and support behaviour change by promoting healthier product choices.

This campaign resulted in +97.6% increase in sales of 40 healthier products being promoted in September 2022, 1400+ in-store health salon activations and 5.17 million total online engagements and in-store interactions. Driving awareness to popularise health knowledge was a key goal of the campaign with suppliers participating in in-store activations on sleep and oral health. Online activation included a WeChat group to nudge consumers towards healthier choices by promoting healthier products. This included a daily health quiz and health tips to support behaviour change with supplier MoveFree to build up health awareness.

CHL Global Steering Committee Member, Hanks Lee, General Manager, Corporate Communications and Watsons Brand Marketing claims, “A.S. Watson believes in Preventive Health which is important to contribute to the wellbeing of people worldwide. Watsons China’s ‘Healthy Lifestyle Month’ is a solid proof that retailers and manufacturers from the non-food sector can work together to educate people on how supplements can help them stay healthy inside-out. Through our offline and online education campaign, we have reached 5 million customers, helping them stay healthy by providing a better and more accessible choice of health products and services.”

 The Collaboration for Healthier Lives (CHL) Coalition of The Consumer Forum continues to be involved in implementing regional projects in China to gain a deeper understanding of local community health needs. In May 2022, CHL China partnered with the China Nutrition Society to help them expand the awareness of nutrition guidelines and analyse shifting consumption patterns in China. Learn more here.