AS Watson promotes gender equality with new global campaign

To align with the “Inspire Inclusion” theme of International Women’s Day, AS Watson and its 12 retail brands are launching a series of women empowerment activities for both their people and customers across 28 markets.

Watsons will kick off with "Our time is now" campaign on 8 March, furthering the commitment to empowering women to be their true selves. Throughout the month, Watsons will engage the community through a range of activities.

A spokesperson from AS Watson told MARKETING-INTERACTIVE that the campaign spotlights stories of women who transcend boundaries, conquer the shackles of gender roles, and emerge as an inspiration for all women forging empowerment and inclusivity.

"This includes a series of social media, print, OOH and social outreach exposures. We invite women from all walks of life to share their stories about breaking boundaries," the spokesperson added.

In Asia, Watsons will sponsor YWCA's "ChariTea" programme in Hong Kong, supporting self-financed women empowerment services for women in marital adversity, young mothers, and strengthening elderly services.

Furthermore, Watsons Thailand is organising "Green Ribbon" campaign, encouraging women to unleash their full potential and donating all proceeds to the Association for the Promotion of the Status of Women, helping women and children with mental and physical issues. 

Moreover, Watsons Philippines will partner with Women's Run PH to promote women’s health through active lifestyle, inviting 5,000 women to celebrate through running.

In Malaysia, AS Watson has invited female pilot and the female drifter to share her story who even won over male in drifting competitions to encourage women to become whatever they want to be.

In fact, this is part of AS Watson’s initiatives to support gender equity. It has signed the Women's Empowerment Principles, the UN Women’s (United Nations Entity for Gender Equality and the Empowerment) global movement dedicated to advancing gender equality and women's empowerment.

According to AS Watson, it is the first health and beauty retailer to be a signatory of the movement. In support of this movement, AS Watson has strengthened its commitment to fostering a workplace, marketplace and community that promotes inclusivity and opportunities for women.

In terms of nurturing women in medicine and healthcare, AS Watson has partnered with non-profit medical service organisation Operation Smile in the women in medicine programme, which empowers women in the medical and healthcare fields by providing them with educational opportunities and specialty training for them to become global leaders in medicine, healthcare and surgery.

According to the release, this programme has successfully trained 30 female plastic surgeons through all-women surgical and educational programmes and thousands of smiles will be reconstructed every year. AS Watson is committed to sponsoring a total of 10k surgeries by 2030. 

Malina Ngai, CEO of AS Watson (Asia and Europe), said: "At AS Watson, we are dedicated to empowering women to be more beautiful and confident. With over 80% of our 160 million members and over 70% of our 130,000 colleagues being women, our top priority is to inspire and support every woman to become the best version of themselves.”

“We are also proud to create an inclusive work culture where women are valued and offered equal opportunities for career growth. AS Watson aspires to leverage our scale for good and inspire every woman to radiate beauty from the inside out. We believe in the new beautiful - a new kind of beauty that exists within everyone," she added.

Don't miss: AS Watson empowers customers to feel great with new brand refresh

Back in October last year, AS Watson Group 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.

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