Watsons is Asia’s leading health and beauty retailer, and has been serving its customers since 1841.

In 2012, with fast-growing competition in the market, WHAM managed a major brand refresh to reinvigorate Watsons and strengthen its position.

Based on a simple and optimistic promise, ‘look good. feel great’, WHAM redefined the brand values, redesigned the identity and the entire suite of brand assets, including in-store navigation, brand guidelines, tone of voice, and digital. The refreshed brand was rolled out across 12 Asian markets and over 4000 stores.

WHAM launched the new brand with a simple, high-impact campaign entitled ‘WOW’, and continued to build the brand’s equity through subsequent campaigns for new store openings, International Women’s Day, Chinese New Year, Christmas, Valentine’s Day and Mother’s Day, across all markets.

Behind the Scenes