WATSONS
International Cosmetics Superstore Brand Repositioning & Revitalisation
 

Once a beauty giant losing ground to competitors, Watsons, Turkey's beauty and cosmetics powerhouse, sought a strategic overhaul. Faced with economic woes, it battled to compete with the more approachable Gratis.

Consumer insights revealed a paradox: women with a penchant for premium cosmetics, often seen as influencers, felt increasingly constrained by economic uncertainty. Leveraging the "Lipstick Index," Watsons pivoted to position itself as a haven for self-discovery amidst chaos.

The strategy? Introducing "Watsonsmania," an immersive experience where shoppers could lose themselves to rediscover their essence through beauty. 

Watsons transformed into a gravity-free zone, offering not just products but a refuge, blending pampering with an uplifting vibe. The result? Watsons reclaimed its allure, becoming not just a store but a destination where beauty meets bliss.

Check out Watsons here.