Antiaging skincare products are some of the most popular items at Watsons stores because they promise to address the visible signs of aging—sagging skin, undereye circles and wrinkles.
Last year, the personal care chain’s campaign, “Kiss Aging Goodbye,” was one of its most successful. At the time, 70 percent of the participating brands consisted of skincare. This year, however, the marketing team has chosen a more wholistic approach, one that addresses both the visible and hidden signs of aging.
“With ‘Time to Renew,’ we wanted to expand the campaign to include products designed for specific hair concerns, as well as ingestible vitamins and supplements,” said Watsons group marketing manager Karen Fabres. “We wanted to talk about the bigger story, give it a more relevant angle.”
Fabres explained that most people are strapped for time. Given their hectic schedules, they don’t have time to go to the gym or the salon on a regular basis.
“This current campaign is intended to show our customers that at Watsons, they can choose from a wide range of products,” said Watsons marketing director Viki Encarnacion. “We have everything from skincare and hair care products to supplements and even fitness equipment.”
The latter is a new addition to the Watsons range and includes yoga mats, ab rollers, balance pads (for crunches), stability balls and even hula hoops that are priced lower than the branded ones sold at sports stores.
“We have a three-pronged approach this year: Restore your beauty, revitalize your hair and recharge your health,” Encarnacion said.
Proactive approach
Fabres urges Filipinos to take a more proactive approach to their health and well-being.
“If they don’t have time to go to the gym, they can try out our fitness equipment in the comfort of their homes,” she said.
“This campaign is really in line with the company’s motto, ‘Look good, feel great,’” Encarnacion added. “With our growing range of products, Watsons is almost like a one-stop shop when it comes to health and beauty.
“You need to take care of yourself. Huwag magpapabaya (don’t be neglectful),” she said.
At a recent promotion held at The Podium, celebrity guests Iza Calzado, John James Uy, Alice Dixson and Ruffa Guttierez talked about how they stay fit and youthful looking.
Participating products in the “Time to Renew” campaign include Pond’s, Olay, L’Oreal, Belo, Celeteque, Neutrogena, Snow, St. Ives, Suave, Bellic, Glutamax, Shulammite soap, Cosmo Skin and Nivea Men Creme for skincare; Tresemmé, L’Oreal, Dove and Moringa for hair care; and Cosmo Cee, Poten-Cee, Met Tathione, IVI Collagen, Myra E, Stresstabs, Belo Glutathione, Snow Caps and Kilo Off for the ingestible supplements.
Every P500 single-receipt purchase of any participating product entitles SM Advantage, BDO Rewards or PriMo cardholders to a raffle entry. Prizes include pampering packages at The Spa, full-year gym memberships at Fitness First, and overnight wellness packages at The Farm at San Benito.
Watsons’ “Time to Renew” campaign runs until the end of September. ADVT