90 million women will “DARE TO BE”


Watsons announces the launch of its "DARE TO BE " campaign on International Women's Day to further its commitment to transcending stereotypes and standing with women to discover the best version of themselves. This follows on the success of the Asia-wide "The New Beautiful" campaign that inspired a heightened awareness of holistic beauty. Watsons continues to advance the cause of gender equality with its 90 million female Watsons Club members in the global community. As a brand trusted by 90 million women in Asia, Eastern Europe and Middle East, Watsons' "DARE TO BE" campaign can reach millions and inspire confidence in them. In an interview survey of 11,000 women conducted by A.S. Watson, over 50% of women described themselves as "unconfident". "DARE TO BE" seeks to change this by featuring women who are breaking down boundaries and leading the way for others. Malina Ngai, CEO of A.S. Watson (Asia & Europe) says, "Women have the strength to be the best version of themselves and to transcend societal limitations. Watsons is committed to empowering women to find their faith in themselves. We know they can DARE TO BE bigger than any barrier, bolder than any bias, and stronger than their struggles." Affirming the "Embrace Equity" theme of International Women's Day, the campaign strives to support BRAVEHER, BOLDHER and STRONGHER Women in a cause of gender equality that embraces women of all walks of life: