The Market Monitor Minding the Nation's Business
by Alvin I. Dacanay
Many shoppers know Watsons as a top health-and-beauty retailer that offers body-boosting and appearance-enhancing products to women. But they often overlook the fact that the store chain also carries similar products for men. Obviously, it knows that more guys today are looking beyond the basic soap, shampoo, and deodorant, and realizing that exerting more effort in looking good would make them—and women—feel good, too.
To remind customers that it also caters to men and their grooming needs, Watsons recently held a “Bro Boot Camp” at its branch inside The Podium mall in Mandaluyong City. The event, hosted by stand-up comic Victor Anastacio, gave guys—and girls—some lessons on proper personal care and its benefits with the help of a few, fine-looking young men.
One of them, basketball player and Gillette endorser Kiefer Ravena, emphasized the importance of shaving, saying that it helps give men confidence as they go about accomplishing their tasks for the day. He praised his razor of choice, the Gillette Mach3, which has three DuraComfort blades that do “all the work” and gel slides that make shaving—and leave the skin—smoother, as well as prevent nasty burns or cuts.
Another, television host Robi Domingo, talked about the value of cleansing one’s skin, as Watsons said doing so prepares the person for the entire grooming process. He advised guys to shower and wash their face daily, and endorsed the use of Belo Men products—of which he’s the brand ambassador—that include anti-perspirants and body bars, as well as facial washes and cleansers that help prevent acne, or make the skin less oily or whiter.
For his part, model-performer John James Uy highlighted the need for men to moisturize their skin, and encouraged them to use the new Nivea Men cream, which he endorses. He said this “super non-greasy” cream offers the same “uncompromising performance and quality” that the 100-year-old classic Nivea Cream for women is known for, and exudes masculinity, from its scent to its aluminum packaging. He also said he uses the “convenient and easy-to-carry” cream every day, adding that it leaves his skin feeling “fresh, healthy and radiant.”
And last, but not least, menswear blogger David Guison discussed how important it is to not only look clean and fresh, but also smell the same. As Axe ambassador, he recommends using the brand’s YOU body sprays and deodorants that come in several fragrant variants. According to him, using your chosen cologne or Axe YOU body spray shall complete your polished look.
Besides the brands the four promoted, Watsons also has on its shelves other personal-care products for men, some of which have been trusted for generations: Adidas; Dove Men; Freshman; GlutaMax Men; Master; Old Spice; Palmolive; Pond’s Men; Safeguard; and Watsons Men, including its razors, nose pore strips, and dyes.
“Grooming is a reflection of one’s character,” Watsons said in a statement. “Looking your best isn’t about vanity. It’s about taking full advantage of every edge you can. In a job interview, on a date, in pretty much every other daily battle you face—the guy who looks like he’s got it together has the upper hand.”
Image is everything, some would say. It certainly counts in professional and social settings. If the startling variety of men’s grooming products in its branches suggests anything, it’s Watsons unfailing belief in it and its desire to provide the best merchandise for guys to help improve, not only how others see them, but also themselves.