'The Watsons Family' IP launched to boost customer engagement

The initiative introduces 16 characters based on a Myers-Briggs Type Indicator personality type.

Watsons, AS Watson Group's flagship health and beauty brand, has launched The Watsons Family, a character-driven intellectual property (IP) aimed at boosting customer engagement across Asia.

The initiative introduces 16 characters based on a Myers-Briggs Type Indicator personality type.

It will subsequently roll out across Asian markets, including Mainland China, Malaysia, Taiwan and Thailand.

IP-related products in Asia experienced a 448.94% year-over-year increase in gross merchandise value in 2024, with sales and order volumes rising by more than 200% YoY.