Insider Spotlight
The collaboration pairs one of the country’s largest health and beauty retailers with one of the Philippines’ most influential music acts as Watsons expands campaigns centered on self-care, authenticity, and personal confidence.
Why it matters
The partnership reflects the growing role of entertainment and fan-driven communities in retail marketing, particularly as brands seek deeper engagement with Gen Z and millennial consumers.
Watsons said the campaign aligns with its long-standing push to make health, wellness, and beauty more accessible while highlighting daily routines that help consumers feel more confident.
“SB19 represents a generation that values authenticity, hard work, and self-expression. And at Watsons, we believe these qualities are supported by consistent self-care,” Jefferson L. Go, chief operating officer of Watsons Philippines, said in a press statement on May 11, 2026.
“This collaboration reflects a shared belief that everyday routines empower people to perform, create, and express themselves with confidence,” he added.
Behind the partnership
SB19 members Pablo, Josh, Stell, Ken, and Justin will appear in campaigns promoting Watsons’ health, wellness, and beauty offerings, including skincare, personal grooming, and lifestyle products.
Watsons said the collaboration goes beyond a traditional celebrity endorsement, positioning the group as advocates of discipline, self-improvement, and authenticity—values the retailer said resonate strongly with Filipino consumers.
The company also plans to leverage the group’s massive fan base, known as A’TIN, to drive engagement through exclusive campaigns, social media content, and live events.
What’s next
One of the first major activities under the partnership will be SB19’s headlining performance at Watsons Playlist: Own the Moment on May 31 at the SM Mall of Asia Arena.
The event is expected to combine music, beauty, wellness, and community experiences as Watsons ramps up experiential marketing efforts tied to the collaboration.
Watsons Philippines operates more than 1,200 stores nationwide as of January 2026. The retailer is part of the A.S. Watson Group, which operates over 16,900 stores across 30 markets globally. —Vanessa Hidalgo | Ed: Corrie S. Narisma
