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

James Tin Hang Yip

Campaign details

Brand owner: P&G
Agency: Arc Worldwide Hong kong
Brand: AS Watson
Country: China
Channels used: Retail marketing, Shaving products, Skin care, sun protection, Point-of-purchase, in-store media
Media 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 in China, it needed to strengthen its relationship with AS Watson.

Through the use of market research and consumer studies, one-on-one cognitive assessments, and in-store observations, P&G managed to unlock the 'secret code of youth' for shoppers in Watsons China. In essence, P&G helped these shoppers realise that each person has a unique way of looking and/or staying young – and that this is a secret.