Watsons Turkey
A gravity-free world of beauty.
Filed under: Cosmetics, beauty, retail, personal care, chain store, rebrand, repositioning
THE ASK
Global cosmetics chain Watsons had lost its early excitement in Turkey. It felt cold and distant compared to local competitors, especially as recession pushed consumers toward more “approachable” choices.
They needed a repositioning that would make people choose Watsons again, even when budgets were shrinking.
THE TURN
Research showed that beauty was one of the few places where women could still breathe, feel joy, and forget the weight of daily life.
We positioned Watsons as a small sanctuary, a place to lose yourself for a moment, and then return feeling more like yourself:
“I lose myself in Watsons, I find myself in Watsons”
The rebrand created a beauty temple, a gravity-free zone, and the beginning of a new idea: Watsonsmania.
Watsons became a place to lose yourself for a moment and leave feeling a little more full of yourself.
A renewed emotional role restored relevance, warmth and distinction in a crowded, recession-hit market.
ROLE: BRAND REPOSITIONING, BRAND STRATEGY, LAUNCH PLANNING