Watsons, the flagship health and beauty brand under the AS Watson Group, has embarked on a massive global expansion and modernization initiative, investing a staggering $250 million to open and upgrade over 6,000 O+O (Offline plus Online) stores across 15 international markets. This strategic move underscores Watsons’ commitment to elevating the customer experience and revolutionizing health and beauty retail for today’s digitally savvy shoppers.
According to Malina Ngai, Group CEO of AS Watson, “As the leading health and beauty retailer in Asia, we’re committed to offering our customers the highest quality range of products at great value, as well as providing them with a very pleasant shopping experience.”
The company expects to open over 1,200 new stores and refit 4,800 existing stores across Asia, Europe, and the Middle East by the end of 2024. This means more than 75% of Watsons’ store portfolio in Asia will deliver a modern, immersive, and digitally enhanced retail experience, integrating both physical presence and digital tools for seamless shopping.
Next-Gen Experiences in Asia
Watsons is tailoring its in-store experience to meet the unique expectations of each market, with a sharp focus on personalization, interactivity, and design aesthetics that resonate with its diverse customer base.
- Watsons Taiwan has created an Instagram-worthy store environment, featuring a lipstick-shaped makeup table and a circular pink ceiling light box in the makeup zone. The store has become a must-visit for beauty lovers and social media influencers alike.
- My Colour Studio, a standout experiential feature, offers seasonal colour analysis to help customers determine their ideal makeup and fashion palettes based on skin tone, eye colour, and hair type. This service supports a highly personalized beauty experience, reinforcing Watsons’ dedication to thoughtful self-care.
- Watsons Malaysia leads the way with experiential zones like My Beauty, Hair Studio, Watsons To Go, and the wildly popular K-pop Land—a dedicated section for K-beauty lovers. This vibrant, youth-oriented space is designed with a colorful and energetic aesthetic that speaks directly to Gen Z and millennial shoppers.
- For families, Watsons introduced Kid’s Wonderland, a shopping space that allows parents and children to enjoy the retail journey together, emphasizing both convenience and bonding.
Ngai added, “Watsons understands that simply providing the best products is no longer sufficient to meet the needs of our customers. We’re committed to continuous expansion and innovation, offering the best O+O customer experience. We will always strive to inspire our 100 million loyal members to Look Good, Do Good, and Feel Great with us.”
By integrating experiential design, advanced digital tools, and customer-centric services, Watsons aims to not just sell products, but to create meaningful, lasting connections with its global consumer base. The brand’s evolving strategy positions it at the forefront of modern health and beauty retail, blending e-commerce convenience with personalized, in-person service.