How Mannings is charting new course as a trusted advisor for wellness

For years, Mannings has been a household name in Hong Kong, serving as a go-to destination for daily essentials and supplements. However, the health and beauty giant is now pursuing a far more ambitious vision: transitioning from a traditional drugstore into a trusted wellness advisor.

Don't miss: Mannings reimagines holistic health with citywide wellness festival

This strategic shift was recently brought to life at the Mannings BoostUP Fiesta. Dubbed a “wellness buffet,” the two-day festival drew over 3,000 participants, offering them a platform to engage with health specialists, wellness KOLs, and a community of like-minded peers.

The event was designed to encourage consumers to reimagine their health journeys, signaling that Mannings is a dedicated partner for everyone from dedicated sports enthusiasts to those seeking holistic wellbeing.

In an exclusive interview with MARKETING-INTERACTIVE, Doreen Cheng (pictured), marketing director for health and beauty, North Asia at DFI Retail Group, revealed that internal research identified a significant gap in the market. Many Hong Kong consumers expressed concerns regarding loneliness and a lack of clarity on how to achieve truly holistic wellness.

“We believe that wellness is not about quantity; it’s about quality,” Cheng explained. “Today’s consumers are demanding more sophisticated, personalised health solutions. This is why Mannings has developed specialised destinations - such as our Men Zone, Beauty Court, and Mannings Picks- where customers can receive professional assessments of their skin and scalp conditions or discover curated health snacks.”

The power of return on experience

Cheng further explained that Mannings views wellness through four distinct pillars: physical health, appearance, mental well-being, and social connectivity. “We want to bring the concept of wellness to life with this experiential pop-up and encourage real conversations to understand what consumers are truly concerned about today,” she said. 

The "BoostUP" event also enlisted prominent wellness KOLs, including Coffee Lam, Yoyo Sham, and Cantomania, to lead workshops ranging from meditation and yoga to dance. Cheng noted that these influencers were carefully selected for their ability to blend international exposure with local elements, a synergy that mirrors Mannings’ own approach to product assortment.

When it comes to measuring the campaign's success, Cheng emphasised that the focus was on engagement and sentiment. The event achieved a 90% satisfaction rate, while 88% of visitors stated they would recommend the experience to friends. Furthermore, over 90% expressed interest in returning for a future edition.

Beyond the numbers, Cheng highlighted "consumer trust" as a vital metric. “Many consumers attended to learn more about Mannings, providing the seeds for us to serve them long-term. This is, in fact, return on experience. Whenever they wish to rediscover their wellbeing, we want them to think of Mannings first.”

Beyond experiential marketing, Mannings is aggressively expanding its internal resources to offer specialised, personalised advice. The brand currently boasts 250 specialised teams, including registered pharmacists, Chinese medicine practitioners, beauty and skin consultants, health advisors, and dietitians.

As a retailer, we have a fundamental obligation to advocate for wellness. We believe in the power of human connection and warmth - it’s not just about promoting a piece of equipment or an AI solution.

"Our priority is to encourage individuals to truly understand their own bodies. Having a professional team to facilitate these conversations is essential; these dialogues are strictly customer-centric. While most people say they prioritise their health, many are unsure where to start. Our role is to help consumers navigate those challenges and find the solutions that best fit their unique needs," she added.

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