The New Beautiful

To reflect today’s more holistic idea of what beauty means, WHAM and Watsons worked together to create ‘The New Beautiful’ – a far-reaching, fully integrated campaign that launched in 2022 across Watsons’ markets in Asia and Eastern Europe, in a wide variety of media.

The New Beautiful is how we feel and how we treat each other, not just how we look – and it signals an ongoing commitment to its customers’ total wellbeing, while placing the wider group’s CSR commitments at the forefront, including Go Green and Give a Smile. It’s also a platform to engage with Watsons’ partner brands and employees.