Health and beauty retailer AS Watson has announced a global, long-term partnership with Operation Smile, a charity providing corrective surgery to children born with facial disfigurements.

The “Give a Smile” campaign will target funding for surgery for around 1000 children with cleft palate or cleft lip by the end of next year.

Malina Ngai, Watson’s group CEO said the company’s mission is “to put a smile on people’s faces” – those of its customers and those of the people who most need a helping hand.

“We are proud to be working across our business units around the world to support Operation Smile, enabling children with cleft palate or cleft lip to smile for the first time.”

To raise money for free surgeries to be provided by Operation Smile, as well as raise public awareness of cleft issues, a global campaign is tailored to different operating markets, across online and offline channels.

In Hong Kong, Watsons, Parknshop, Fortress, Watson’s Wine and Watsons Water will launch a series of digital campaigns, including a Facebook augmented reality (AR) game to raise public awareness about cleft conditions. The game uses AR technology to give users a sense of what it’s like to have a cleft lip.

AS Watson is also encouraging 130 million customers around the world to participate in this cause by making a donation via the MoneyBack app and website. A points donation option for customers of The Perfume Shop, Watsons China, Philippines, Thailand, Ukraine and Russia will soon be available.

“We know that people lead busy lives, so we hope that by using social media channels to promote this campaign, our customers all over the world will spend just a moment of generosity and kindness to ‘Give a Smile’,” Ngai added.