Retail in Asia

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P&G Group and A.S. Watson Group launch co-created Japan skincare brand aio

P&G and A.S. Watson have joined forces to launch a co-created skincare brand in the Greater China markets. Named aio, the Japanese brand has launched with one hero sku and has been designed with simplicity for busy consumers in mind.

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With a deep understanding of customers’ needs, P&G Group and A.S. Watson Group shared their expertise and experience to co-create the new skincare brand aio that is made in Japan and designed with fully recyclable packaging to align with both companies’ responsible beauty and sustainability goals.

Featuring the OxyniacineTM formula, aio SUPER ESSENCE is drenched in tropaeolum majus for boosting skin vibrancy, B3 Niacinamide for reinforcing skin barrier and Vitamin E that has nourishing benefits to improve oil-water balance and keep skin healthy. The essence leaves skin well-balanced and resilient. The light non-greasy texture is also suitable for sensitive skin, tested by dermatologists.

With a “Neo-Mint” packaging, the matcha-coloured jelly-like texture offers a relaxing smell of Kyoto woods.

Markus Strobel, Global President, P&G Skin & Personal Care, said, “This is a P&G BEAUTY first breakthrough collaboration with a retail partner to co-create a new skincare brand from scratch. We are delighted to team up with A.S. Watson to learn together and co-design the aio proposition for the Derm and Wellness needs of the customers. This is the future of retailing and skin care.”

“aio aims to attract Gen Z & Millennials and have a larger proportion of sales from online channels. We are very excited to bring this brand to the Hong Kong and Taiwan markets,” added Strobel.

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“Starting from figuring out the customers’ needs, to product design and brand building, aio is the result of close collaboration between A.S. Watson Group and P&G. Our seamless O+O (Offline plus Online) platforms and sophisticated customer insights will help aio to open new markets. Sustainability is our top priority and we are happy to see aio’s packaging is fully recyclable, making it eligible to be listed as Clean Beauty product under Watsons Sustainable Choices. With its philosophy of ‘simple sophisticated’, I truly believe aio will be loved by customers with its unique proposition, refreshing design and great product performance,” commented Malina Ngai, CEO of A.S. Watson (Asia & Europe) and Group Chief Operating Officer.

aio SUPER ESSENCE is available in Watsons Hong Kong and will be launched in Watsons Taiwan in December 2021.