A.S. Watson Group rolls out campaign to kick off 180th anniversary celebration in 2021

As a brand with many years of history, A.S. Watson Group has launched a campaign as a kick-off event to celebrate its 180th anniversary next year. 

The campaign Smile Inside-out aims at promoting a culture of happiness around the globe, encouraging customers and colleagues to foster positivity, and raising awareness of mental health and wellbeing. The campaign will be rolled out to over 15,800 stores across the group’s 12 brands that are operating in 25 markets around the world.

To support the campaign, A.S. Watson Group has appointed 13 millennials in the company to be its chief smile officers. Smile Inside-out is the debut of the billion smile club, a taskforce from the A.S. Watson Group’s millennials CSR committee, who will be the advocates for mental wellbeing, both internally and on social media globally.

The campaign is also a prelude to a series of online and offline campaigns that celebrate the 180th anniversary of the company in 2021. In its inception, the brand is just a small dispensary giving out free medicine to the people in need. 

"COVID-19 has made both physical and mental health the top priority for everyone in the world. The implementation of social distancing and lockdown measures can really impact a person emotionally and we see mental health becoming an even bigger issue," said Malina Ngai, group COO of A.S. Watson Group and CEO of A.S. Watson (Asia & Europe).

"Smile Inside-out advocates mental wellbeing and we want to build a culture of happiness for our colleagues and our customers. The campaign has been chosen as the first global initiative to kick off the 180th Anniversary of A.S. Watson, as everything we do starts with our purpose - putting a smile on our customers’ faces," she added. 

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