Health and beauty retailer Watsons has launched The Watsons Family, a character-driven brand platform designed to boost customer engagement across Asia

The initiative debuts 16 MBTI-inspired characters featured across Own Brand essentials from skincare to body care in collectible packaging.

The rollout will begin in Hong Kong, where three flagship characters will take the spotlight:

• Sunny – the wellness champion (supplements).
• Kilo – the energetic fitness coach (wellness).
• Flora – the glowing facial mask (beauty).

Jared DeGuzman, customer director of brand marketing at Watsons, said the campaign aims to transform the brand from traditional retail into experiential. 

“By harnessing the power of character-driven storytelling, we’re not just selling products – we’re creating a universe where health and beauty become sources of joy, inspiration, and community connection for our customers across Asia,” he added

Watsons stores in Hong Kong will feature branded visuals, interactive campaigns, digital extensions, and meet and greets.

Following the launch, The Watsons Family will expand into Mainland China, Malaysia, Taiwan and Thailand, supported by region-wide marketing campaigns.