AS Watson: The Secret Code of Youth Inside Watson's China

This case study explains how Procter and Gamble (P&G), the FMCG company, revived its personal care and beauty products retail sales in China by working with AS Watson, the retailer.

AS Watson: The Secret Code of Youth Inside Watson's China

James Tin Hang Yip

Campaign details

Brand owner: P&GAgency: Arc Worldwide Hong kongBrand: AS WatsonCountry: ChinaChannels used: Retail marketing, Shaving products, Skin care, sun protection, Point-of-purchase, in-store mediaMedia budget: Up to 500k

Executive summary

Procter & Gamble's (P&G's) personal care and beauty products had been challenged by the downturn of store-based retailing, fierce market competition from Unilever and Shiseido, and the explosive success of internet retailing in China. In order to revive P&G's presence and retail success within stores...

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