Watsons kicks off Asian campaign

Watsons will promote brand awareness as the shop that can provide health and beauty consultants and products to consumers in a move to get rid of the impression that it sells only discounted products.

Watsons has stores in 10 Asian markets, including Thailand, Malaysia, Hong Kong, Macau and Indonesia.

Margaret Siew, marketing director for health and beauty in Asia, said Watsons selected Thailand to kick off the campaign because the Kingdom was multicultural and the people young at heart and "trendier".

The campaign will be promoted gradually in other countries this year.

Watsons focuses on four product categories: haircare, skincare, cosmetics and health and wellness.

Toby Anderson, general manager of Central Watson, which operates Watsons in Thailand, said the campaign sprang from the company's intention to change consumers' perception of the retailer from a lower-priced health-and-beauty chain to a place where women could "beautify themselves".

Watsons plans to open 12 stores here this year, and three have already been introduced.

Inflation and the high cost of living have so far not been reflected in Watsons' sales, Anderson said.