Watsons creates a ‘family’ of collectables to tap into character craze

Health and beauty retail giant Watsons has unveiled its new initiative, The Watsons Family, a character-driven brand strategy set to enhance customer interaction throughout Asia.

The Watsons Family Initiative

The Watsons Family comprises 16 distinctive characters inspired by the Myers-Briggs Type Indicator (MBTI). These characters are featured on the packaging of various Own Brand products, ranging from skincare to body care essentials. This creative marketing concept makes the packaging itself an appealing and collectible item.

The campaign is set to kick off in Hong Kong where three core characters will take center stage:

– Sunny, representing wellness supplements.
– Kilo, symbolizing energy and wellness.
– Flora, embodying beauty through facial masks.

Jared DeGuzman, Customer Director of Brand Marketing at Watsons, explained that the objective of this campaign is to transition the brand from traditional retail into a more experience-driven model.

“We are leveraging the power of character-based storytelling,” DeGuzman shared. “Our aim is to create a health and beauty universe that not only sells products but also brings joy, inspiration, and a sense of community to our customers across Asia.”

Retail Transformation

As part of the campaign, Watsons stores in Hong Kong will feature branded visuals, interactive campaigns, digital extensions, and even meet and greet events with the characters.

Following its initial launch, the expansion of The Watsons Family will continue into Mainland China, Malaysia, Taiwan, and Thailand. These new markets will be supported by significant marketing campaigns tailored to each region.