Beauty products

Watsons develops successful partnerships with K-Beauty brands in Asia

WATSONS. Skincare brand COSRX was launched exclusively by Watsons in 2017 in Singapore, Malaysia, Thailand and the Philippines. Explore COSRX products at Watsons. (photo added)

WATSONS.  Moisturize damaged hair with Mise En Scene's Perfect Serum Salon Mask Pack.  (photo added)

WATSONS. Moisturize damaged hair with Mise En Scene’s Perfect Serum Salon Mask Pack. (photo added)

WATSONS.  Mise En Scene Perfect Serum has a unique intensive care formula featuring seven nature-derived ingredients.  (photo added)

WATSONS. Mise En Scene Perfect Serum has a unique intensive care formula featuring seven nature-derived ingredients. (photo added)

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WATSONS. Watsons has partnered with a number of K-Beauty brands to bring more choices to beauty enthusiasts across Asia. (photo added)

Just as K-Drama and K-Pop burst onto the entertainment scene, K-beauty is entering the skincare and cosmetics industry. But is it here to stay? According to data released by the Korea Customs Service and the Korean Cosmetics Association, South Korean cosmetics exports grew by 16.1% to nearly $7.6 billion in 2020 despite the pandemic.

Watsons, Asia’s leading offline and online (O+O) health and beauty retailer, quickly recognized that K-Beauty “is highly sought after by our Watsons customers even during the pandemic,” says Susanna Yen, Director of Exclusive Brands at Watson International.

With this, “Watsons has partnered with a number of K-Beauty brands to provide more choices for beauty lovers across Asia while helping to incubate emerging brands to expand their penetration.

Mise En Scène and COSRX are two outstanding examples of how Watsons has helped K-Beauty brands enter new markets and gain a strong market position.

Mise En Scène is a total hair cosmetics brand that offers a diverse range of styling products. The brand’s Perfect Serum has been No. 1 in Korea for nine consecutive years with its unique intensive care formula featuring seven nature-derived ingredients. This cult favorite, along with Mise En Scène’s other popular styling products, is exclusively available at Watsons online and in select physical stores, promising shoppers smooth, silky, manageable and healthy-looking hair.

COSRX, on the other hand, is another K-Beauty brand that has benefited immensely from its exclusive partnership with Watsons. This skincare brand was launched by Watsons in Singapore, Malaysia, Thailand and the Philippines exclusively in 2017, resulting in a compound annual growth rate of over 80%.

Watsons is also boosting demand for its K-beauty products by highlighting K-Beauty as part of its Asian Beauty campaign.

“The demand for K-Beauty products is constantly growing, but due to the pandemic, customers cannot travel to Korea to buy the hottest K-Beauty products, so we have highlighted Watsons K- Beauty as part of the Asian Beauty campaign. With over 5,000 products to choose from in-store and online, Watsons K-Beauty Land is set to become the go-to place for all K-Beauty enthusiasts,” Yuen said.

Watsons strong O+O capabilities enable customers to experience the benefits of convenient in-home or in-store shopping, effectively helping K-beauty products and many other health and beauty brands engage and connect with their target customers.

In the Philippines, Mise EnScene, COSRX and other K-beauty brands are available at Watsons stores located in most SM Supermalls nationwide. (PR)