Watsons champions hair confidence through immersive 'Flip it, flaunt it' experience

Watsons Philippines is doubling down on hair as a vessel of personal expression. With its latest "Flip it, flaunt it" campaign, the beauty and wellness retailer delivered a week-long activation at the SM Mall of Asia that blurred the lines between retail, service, and self-discovery.

Held from 14 to 20 July 2025, the event turned the main atrium of the mall into a buzzing haircare playground. In collaboration with Southeast Asia's beauty services platform Parlon and one of the region's leading salons, Watsons invited the public to experience complimentary makeovers, colour services, scalp and hair analyses, and a curated runway that put hair in the spotlight.

"Customers enjoyed a vibrant hair runway show highlighting various trends, styles, and colours, creating an immersive experience in hair beauty," the brand said in a statement.

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Across multiple branded lounges, over 30 haircare labels were on full display - from mainstream staples such as Head & Shoulders, Dove, and Pantene to trend-forward imports including Mise en Scene and Tsubaki. Urban Care, Fino, Naturals by Watsons, and other top haircare brands also took part.

The event also served as a launchpad for exclusive products, aiming to reinforce Watsons' growing role not only as a distributor but also as a curator of hair innovation.

The campaign extends into digital with Hair Chair Stories, a new content series designed for TikTok and Instagram. The series features dermatologist Dr. Jarische Lao-Ang, celebrity hairstylist Dominic Mangat, and Watsons beauty advisor Rachel Samon, discussing practical fixes for everyday concerns such as dandruff, hair colouring upkeep, and curl care - all served in an influencer-meets-expert format that prioritises relatability and credibility in equal measure.

Retail tie-ins are par for the course, with shoppers enjoying up to 50% off on haircare, buy 1 take 1 deals, gifts with purchase, and exclusive app incentives. The broader push also includes free services in-store and across the Watsons app, as well as offers targeted at new online users.

First-time app users received 100 pesos (US$1.76) off with a minimum spend of 1,200 pesos (US$21.17), complemented by convenient Click & Collect and Express Delivery services.

With 1,166 stores in the country as of 2024, Watsons has long been a dominant player in health and beauty. But with campaigns such as this, it's clear the brand is setting its sights not only on consumption - but on conversation and community.

"Flip it! Flaunt it! Confidence begins with hair care," the brand posted.

According to IMARC, the Philippine haircare market reached US$1.81 billion in 2024 and is projected to grow to US$2.52 billion by 2033. This steady rise is driven by heightened beauty consciousness, urbanisation, and the strong influence of social media.

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