This bold initiative introduces 16 distinctive characters, each inspired by different MBTI personality types, designed to foster stronger emotional bonds with customers and reimagine everyday beauty and wellness routines as interactive, shareable experiences.
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GLOWatsons, the flagship health and beauty brand of AS Watson Group, today announced the debut of “The Watsons Family”, an exclusive intellectual property (IP) that blends creativity, storytelling, and retail innovation. This bold initiative introduces 16 distinctive characters, each inspired by different MBTI personality types, designed to foster stronger emotional bonds with customers and reimagine everyday beauty and wellness routines as interactive, shareable experiences.
From Retail to Experiential Universe
“The Watsons Family marks a new chapter in our journey from traditional retail into experiential retail,” said Jared DeGuzman, Customer Director of Brand Marketing, Watsons International. “By creating a lively universe of characters, we’re not only offering products but also building a platform where health and beauty are celebrated as sources of inspiration, joy, and meaningful connection across Asia.”
Riding the Wave of Asia’s Booming IP Market
The launch of The Watsons Family comes at a time when character-driven branding and merchandise are seeing explosive growth. Retail Asia reports that IP-related products in Asia surged by 448.94% in gross merchandise value in 2024, with sales and order volumes more than doubling year-on-year. This reflects shifting consumer preferences toward products that deliver both functionality and emotional resonance.
As brands increasingly harness IPs to enhance recognition, loyalty, and cultural relevance, Watsons is positioning itself at the forefront of this movement. The Watsons Family initiative underscores the company’s strategy of blending health, beauty, and lifestyle with entertainment-driven engagement.
Launch Strategy Across Asia
The rollout will begin in Hong Kong, a key strategic hub for Watsons, before expanding to other Asian markets including Mainland China, Malaysia, Taiwan, and Thailand. The launch in Hong Kong introduces three flagship characters:
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Sunny – the cheerful wellness champion representing supplements
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Kilo – the energetic fitness coach embodying vitality and movement
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Flora – the radiant facial mask symbolizing beauty and self-care
From 17 September, Watsons stores in Hong Kong will be transformed into immersive spaces filled with colorful visuals and interactive displays. Customers will be greeted by these characters through an integrated health campaign, alongside digital activations, social media engagement, and in-store experiences. A highlight of the launch will be a special Meet & Greet event where fans can interact with the characters.
Everyday Products, Collectible Designs
To extend The Watsons Family into customers’ daily lives, the company will also unveil a line of Watsons Own Brand products featuring character-themed packaging. Categories including skincare, body care, and personal care will be reimagined with collectible designs, turning routine self-care into an uplifting and fun ritual.
Commitment to Customer Wellbeing
As Asia’s leading health and beauty retailer, Watsons continues to drive innovation under its guiding purpose: LOOK GOOD, DO GOOD, FEEL GREAT. By weaving storytelling into product design and customer experiences, The Watsons Family initiative seeks to empower communities to embrace confidence, positivity, and self-care.
The launch not only enhances Watsons’ brand identity but also demonstrates how creative IP can transform retail into an engaging lifestyle platform.
Hashtag: #Watsons
The issuer is solely responsible for the content of this announcement.
Source: Retail Asia, “IP-related product sales soar by 448.94% in 2024,” Feb 2025
Source: Watsons
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