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P&G And Watsons Collaborate To Form ‘Aio’, a New skincare brand in China

This is the first breakthrough collaboration of P&G Beauty with a retail associate to co-build an entirely new brand of skincare from scratch.

The Japan skincare brand, Aio, marks the first collaboration between an FMCG giant and a retail associate to fashion a brand from ground up.

A.S. Watsons and Procter & Gamble have together launched Aio. The products of this brand will be available in Watsons outlets in Greater China and also via online methods. 

The companies stated that the consumers want a simple and aesthetic lifestyle. They want uncomplicated yet effective solutions to imperfections and breakouts. At the same time, the customers value sustainable ingredients and packaging. 

Procter & Gamble’s Skin and Personal Care Global President Markus Strobel said that this is the first breakthrough collaboration of P&G Beauty with a retail associate to co-build an entirely new brand of skincare from scratch. Aio aims to draw millennial and Gen Z customers and is launching itself in Hong Kong. Aio uses completely recyclable packing. 

A.S. Watson CEO of Asia and Europe Malina Ngai said that initiating at knowing what customers need for brand building and product designing, Aio is the outcome of a close partnership between P&G and A.S. Watson Group. 

She also stated that the faultless online and offline platforms, and refined consumer insights will aid Aio in opening newer markets. 

Ngai added that with the philosophy ‘simple sophisticated’, she actually believes that Aio will be well-received and loved by consumers with its novel proposition, eminent product performance, and refreshing design. 

The company’s Super Essence merchandise arrives in ‘neo-mint’ packaging and it has a jelly-like feel which gives a soothing fragrance of Kyoto woods and is matcha-colored.

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