AS Watson empowers customers to feel great with new brand refresh

Global health and beauty retailer AS Watson Group has refreshed its brand direction and visual identity by adding a bit of a new colour, typeface and modernising its brand logo, re-emphasising its heritage, trust and injecting more energy into the brand.

Within the newly refreshed logo, a red-colour background has been introduced alongside the existing dragon and unicorn, symbolising a combination of east and west, as well as a nine-level pagoda, which represents ethics, values and respect.

Besides, the refreshed brand name has taken a simplified approach by renaming "A.S. Watson" as “AS Watson”, symbolising the past, present and future achievements of the brand.

In addition, the AS Watson Brand Circle is introduced to symbolise unity and wholeness in the organisation, and brings together its clear purpose, vision, mission and DNA that are closely connected and interrelated.

The refreshed brand direction aims to bring its 180 years of heritage to the forefront of the business with added vitality to propel the company towards achieving sustainable growth in decades to come.

Under the new rebrand, AS Watson envisions itself to be one of the world’s leading and customers’ first-choice shopping destinations for quality health, beauty and lifestyle products and services on its online-plus-offline (O+O) platforms.  

Its mission serves as the driving force behind the group's strategic direction to empower customers to look good, do good, and feel great.By leveraging the brand DNA, including passion, commitment, teamwork, science and innovation, the brand hopes to deliver the purpose of putting a smile on its customers’ faces today and tomorrow.

The brand refresh will be available across all markets of the group, including Hong Kong, Malaysia and Singapore. 

Malina Ngai, CEO of AS Watson (Asia & Europe), said, "This marks a significant milestone in our company’s history. We are AS Watson! Together with our 130,000 colleagues, business partners and stakeholders in the communities where we operate, we are dedicated to loving our customers and delivering our simple yet powerful purpose - to put a smile on our customers’ faces today and tomorrow."

Don't miss: Watsons partners Kenvue, L’Oréal and P&G to drive sustainability efforts

Back in July, Watsons, the flagship health and beauty brand of AS Watson Group, partnered with Kenvue, L’Oréal and P&G to launch various activities to further its commitment towards sustainability. The collaboration leveraged the collective expertise of Watsons and the supplier partners to amplify the impact of Watsons’ sustainability initiatives.

Building on the success of Plastic Reborn programme launched in Hong Kong in 2021, Watsons and P&G planned to reprocess the plastic bottles collected through the Plastic Reborn programme and transform them into 3D printing materials suitable for STEM education in primary and secondary schools.

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