Affordable quality–for essentials and generics–is a catchphrase at Watsons
Everybody loves a good bargain, even those who can afford to pay full price. Whether it’s discounted plane tickets or that perfectly good handbag from last season, if you got it at a marked-down price, you have bragging rights.
In a way, that’s the shopper’s mentality that Watsons has been tapping into for the past five years since it launched its Switch and Save campaign. By now, many Filipinos are aware of the brand’s efforts to educate shoppers on how they can save on their personal care products so they can afford more of things they really want.
Since then, Watsons customers across the country have made the switch, choosing the affordable, high quality Watsons alternative. The range of in-house products has continued to expand through the years, and now includes bath items like shower gel, shampoo, conditioner, body lotion and mouthwash as well as dresser tissues, sheet masks and toothbrushes.
In 2014, the brand launched Watsons Generics, vitamin supplements and maintenance medicines offering Filipinos the same promise of affordable quality. This segment now makes up 20 percent of the brand’s volume sales.
Last week, Watsons launched two new TV commercials, for Switch and Save and Watsons Generics.
To give a face to the brand, Watson brought in celebrity endorsers, namely Tessa Prieto-Valdes, Christian Bautista, Iya Villania, Edu Manzano and Lorna Tolentino. Last week, they introduced their latest endorser, young actress Kylie Padilla.
“We chose credible endorsers who have a sizable following and who appealed to our different markets,” said Watsons’ marketing director Viki Encarnacion. “Tessa loves to shop, but she also loves a bargain. She actually shops in Divisoria.”
Manzano and Tolentino are the frontliners for Watsons Generics because of their age and stature. At a trim 60 years old, Manzano can pass for a man 10 years younger. “I’m a testament to the efficacy of Watsons Generics,” he said.
Bautista and Villania cater to a younger market consisting of yuppies and students who want to look good, but still want to save on personal care products. “We have a wide selection of skincare and shaving products for men,” said group marketing manager Karen Fabres.
“When I was approached to be one of Watsons’ endorsers, I was so excited because I’ve been using their products for years,” Padilla said. She and her sisters would stock up on hair treatments and other pampering products, and hold spa weekends at home.
“Now that Kylie is expecting her first child, who knows—we might even come up with a Watsons baby care line,” said Encarnacion. “After all, Iya also just had a baby, a son named Primo.”
Watsons is gearing up for several roll-outs throughout the year, including a wheatgrass supplement in April, and healthy smoothies and a detox product in May.
“We really want to expand our Watsons Generics range,” said Watsons health business director Danilo Chiong. “Generics is growing faster than branded because consumers are starting to realize that they’re less expensive but still high quality.”