Physical retail today serves as a space for experience, reassurance and human connection — elements that cannot be fully replicated online, according to Lai Mei Ling, customer director and head of marketing department at Watsons Singapore.
“In beauty, shoppers want to try products, discover new brands, and better understand suitability through hands-on testing and personalised guidance. Experiential zones [in our stores] such as BeautyVerse combine physical exploration with digital touchpoints, helping customers make more confident purchase decisions.
“For health and wellness, credibility and trust are increasingly important. Customers value direct access to in-store health experts, clear recommendations, and solutions that support their everyday well-being,” Lai told us.
At the same time, Watsons’ core and senior shoppers are seeking accessible store layouts, trusted product ranges, and clearer guidance.
To better satisfy this consumer group, the company has introduced Jubilee Wellness corners in selected stores, featuring stronger curation of health essentials, supplements, and wellness solutions tailored to their needs, creating a “more comfortable and confidence-building” retail experience.
While behaviours vary across demographics, consumer expectations remain consistent — convenience, trust and relevance.
“Younger shoppers tend to gravitate towards trend-driven brands, limited-time activations and experiential discovery, while families and mature customers place greater emphasis on reliability, accessibility and professional advice, particularly for health-related purchases.
“Our strategy is to design stores that cater to multiple life stages within one environment. Discovery-led beauty zones appeal to trend seekers, while in-store health expert support and Jubilee Wellness corners provide reassurance and tailored solutions for senior shoppers. This ensures every customer group can find meaningful value when visiting Watsons.”
Main drivers for change
Apart from progressing consumer expectations, Watsons’ initiatives are shaped and guided by insights from its Offline-plus-Online (O+O) ecosystem and community of more than 1 million members in Singapore.
“Today’s shoppers are looking beyond promotions. They value discovery, trusted advice, and meaningful experiences that make their time worthwhile. We are seeing strong demand for immersive retail environments where customers can explore new brands, try products and receive personalised recommendations,” said Lai.
This insight led to the introduction of BeautyVerse, a platform meant to spotlight trending China, South Korean and Japanese beauty brands.
Refreshed regularly, it has brought in both cult favourites and emerging names such as WELLAGE, ILSO, Beauty of Joseon, Elixir, DR.ALVA, Rellet, KOMFYMED, and Winona, to allow local consumers to continuously discover what is new and relevant across Asia.
“By combining customer feedback with behavioural insights across channels, we are able to design experiences that strengthen engagement, relevance, and long-term loyalty.”
Key initiatives for variety and relevance
Watsons is looking to redefine beauty discovery by merging immersive retail experiences with digital integration, enabling customers to explore brands, receive personalised recommendations, and move seamlessly between online and in-store touchpoints.
As such, its stores are continuously being upgraded to have clearer zoning, solution-led shelves, improved tester areas, and consultation spaces.
For example, the directional flow layout of its flagship store at Takashimaya Shopping Centre “takes inspiration from the intricacies of the human mind”, guiding customers through eight purposefully designed zones — Health & Well-being, Vitamins & Supplements, Pharmacy, Derma Hub, Skincare, Haircare, Makeup and Toiletries.
In addition, Watsons has expanded its cosmetics line-up to include a wider range of trending and high-performing brands from key Asian beauty markets such as Japan, South Korea, China, and Indonesia.
Alongside this, the Aesthetic Beauty Zone, an area dedicated to at-home aesthetic treatments and post-treatment care solutions, has been rolled out across selected stores.
This zone features brands including Fractional CC, Meditheraphy, Rejuran, and AHC, and aimed at empowering consumers to personalise their skin care journey with science-backed, results-driven solutions.
“In Singapore, shoppers are highly informed and trend-aware, with a strong interest in Asian beauty innovations alongside trusted health and wellness solutions. Our assortment, store concepts and service offerings are therefore curated to reflect local lifestyles, climate considerations, and demographic needs.
“Initiatives such as BeautyVerse demonstrate how we translate global direction into locally relevant experiences, while newer concepts such as Jubilee Wellness corners reflect our responsiveness to the ageing population and evolving healthcare expectations,” said Lai.
She added that this balanced approach allows Watsons to remain globally consistent while staying closely connected to local customers.
