AS Watson partners with Revolution Beauty to recruit new shoppers

In a world where beauty lovers demand trend-led products at competitive prices, creating a fast beauty movement with regular product launches is imperative in gaining attention in a fast growth and highly competitive beauty industry. With global insight and retail expertise, AS Watson Group, the world’s largest international health and beauty retailer, has worked closely with Revolution Beauty over the last year to grow its Revolution brands. Since it launched exclusively in Superdrug stores in 2014, it can now be found in approximately 3,500 doors across the AS Watson Group after a year of phenomenal growth through insight.

Malina Ngai, group chief operating Officer of ASWatson, says: “Beauty consumers around the world are demanding more and faster new product launches. We continue to search for partners who can bring us fast fashion trending products while we can offer our unique scale and geographical coverage for their distribution. It is not only about distribution but the right strategy to reach the right customers. At AS Watson, we use our customer insights to identify the relevant stores to ensure successful launches.”

Customers will now find Revolution in Superdrug in UK and Ireland in over 800 stores. The Revolution Shop in Shops, which launched last year in September, can be found in over 25 stores nationwide and there will be more than 70 live by the end of this year. Revolution can also be found in 1600 stores in Rossman Germany, 348 stores in Watsons Turkey and 240 in Kruidvat Netherlands.

Adam Minto, founder of Revolution Beauty said: “A.S. Watson is our key retail partner and we have worked closely with them to expand globally this year. We value their data driven approach and the insight and direction they offer in order that we can develop market-leading products for our style-savvy customers.”

The brand has collaborated with A.S. Watson on three key 2018 launches: I Heart Surprise Eggs, I Heart Bath & Body range and Revolution Conceal & Define.

I Heart Revolution Surprise Eggs

Beauty advent calendars took the beauty industry by storm in 2017 and UK Health & Beauty retailer Superdrug spotted a gap in the market for a beauty alternative to chocolate Easter eggs. Superdrug worked with Revolution Beauty to create six beauty eggs as part of its I Heart Revolution brand.

Revolution Beauty launched the Surprise Eggs in Superdrug in the UK, Rossmann in Germany and Kruidvat in the Netherlands.

Social media played a part in the success of this range. Following the launch in March 2018, the global campaign kicked off with social posts on Revolution’s Instagram channel which reached over a million fans. The Instagram posts were supported by social activity from influencers including ambassador @SophDoesNails uploading YouTube content. Retailers Superdrug and Kruidvat featured the launch on their social channels to further drive awareness.

The launch saw a great response from Superdrug customers on social media and drove incremental sales at a key seasonal period increasing footfall into stores. On the day of release, the Surprise Eggs were the top selling SKUs for the brand. The success continued elsewhere with Rossmann seeing over 90 per cent sell through before Easter.  Due to the high demand globally, Watsons Turkey will also launch the range in all stores in December.

I Heart Revolution Bath & Body

Using insights, A.S. Watson spotted a gap for an influencer range in the indulgent bathing category and collaborated with Revolution Beauty to create a full bath and body range with Revolution ambassador and influencer @SophDoesNails who has 269,000 dedicated followers.

Using category insights and data looking specifically into successful bathing products, AS Watson and Revolution Beauty worked together to create a new collection heroing the Soph Body Mist. The retailer also worked on a visual merchandising solution to ensure the range stood out in the bathing aisle of stores.

To drive traction and sales the range was released early online contributing to I Heart Revolution Bath & Body becoming the number one indulgent bathing range on the first day of its launch.

Conceal & define

One of the gold class launches of 2018 was Revolution Conceal & Define Concealer. This product revolutionised the beauty industry by offering an extensive shade range of 18 skin-true shades and competing with the quality of world-renowned beauty brands for a fraction of the price.

Using social media as tactical weapon, Revolution worked with AS Watson on a robust social activation plan to release the range on its retailers’ social channels, creating a huge social buzz. The content gained a high level of engagement with 3 million customers engaged pre-launch at an average engagement rate of 6%.

Instagram stories were then used to reveal the range with a “swipe up to shop” activation driving followers directly to purchase. Revolution worked directly with a selection of influencers on tutorial video content showcasing the new concealer.

The result was over 1.5million units of Conceal & Define sold in Superdrug since its launch in January. The release was also a global success for AS Watson with the concealer becoming a top seller in Rossmann in April 2019. The Rossmann launch will be followed by Kruidvat in October and AS Watson Turkey in December.

Ngai, continues “Revolution Beauty and its 2018 launches are a great example of how working together we can provide unique opportunities for brand partners and ourselves to connect to new customers and build stronger brands.”