Watsons MY goes big with new concept for 888th store

Watsons Malaysia is leaning into experiential retail with the opening of Watsons Plus, an 18,000 sq ft flagship store at Isetan Lot 10 in Bukit Bintang, Kuala Lumpur.

The retailer’s 888th outlet is one of the first stores worldwide to adopt the new Watsons concept, according to the company. It has also been recognised by the Malaysia Book of Records as the country’s largest health and beauty retail store.

Designed for both tourists and locals, Watsons Plus combines its core health and beauty offering with locally inspired retail experiences, interactive services and a café concept developed in collaboration with ZUS Coffee.

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To drive awareness of the opening, digital screens surrounding Lot 10 have been taken over, while a rooftop installation featuring a Raksasa monster from the Ultraman series holding a Watsons card adds a larger-than-life presence to the launch.

Derek Low, head of out-of-home (OOH) and integrated media director at Accenture Song, said in a LinkedIn post that the installation drew inspiration from the iconic Godzilla figure in Shinjuku, Tokyo.

Inside, the store houses more than 17,000 products, with dedicated zones for luxury fragrances, luxury skincare, masks, Malaysian beauty, slow ageing, sleep and calm, hair care and sustainability.

A “Taste of Malaysia” section features local snacks, beverages and delicacies, including durian- and coconut-inspired treats. A cultural souvenir area offers locally inspired merchandise, apparel, toys, collectibles and travel accessories, while an ASEAN snacks corner showcases treats from across the region.

The store also aims to extend the shopping experience through services and personalisation. These include the Watsons Club Lounge for members, a scalp wash studio offering scalp washes and massages by Number76, skin and scalp scans, and an enhanced Watsons Pharmacy with health consultations. A dedicated play area caters to younger visitors.

The ZUS Coffee collaboration adds another draw, with customers able to order specialty drinks such as an iced strawberry blue matcha latte. The outlet also offers an exclusive cup sleeve and sticker pack available only at Watsons Plus in Isetan Lot 10.

“Watsons Plus represents a bold step forward in shaping the future of retail, where innovation, personalisation, discovery, and seamless O+O experiences come together,” said Caryn Loh, regional managing director for Health & Beauty Asia at AS Watson Group and regional exclusives director at Watsons International.

Watsons has also been exploring ways to deepen customer engagement beyond its stores. In Singapore, the retailer marked its 185th anniversary with a campaign spanning product discovery, gamified rewards and sustainability initiatives, including an interactive selfie feature on its app and a tree-planting initiative with WWF Singapore

Meanwhile, for ZUS COFFEE, the tie-up fits a broader push to use merchandise and partnerships to keep the brand top of mind. The brand has teamed up with Mr DIY on a Merdeka collaboration and with SimplySiti on a beauty tie-up in July. It has also leaned on merchandise, with its Mamee Monster collection and the opening of ZUS Mart at MyTOWN Shopping Centre.

Photos courtesy of Derek Low, LinkedIn. 

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