Watsons has unveiled its newly revamped flagship store at Takashimaya Shopping Centre, Ngee Ann City, introducing a bold “New Year, New You” concept. Spanning 6671.70 sqft, the store features an innovative layout inspired by the human mind, guiding customers eight purposefully designed zones: Health & Wellbeing, Vitamin and Supplements, Pharmacy, Derma Hub, Skincare, Haircare, Makeup and Toiletries. Each zone is designed to support Watsons’ commitment to promoting wellness, mindfulness, and beauty, offering tailored solutions for every shopper’s needs.
A key highlight of this transformation is the introduction of Singapore’s first-ever GNC and Watsons store-within-store concept return after nearly three years. This collaboration brings together GNC’s trusted wellness expertise with Watsons’ comprehensive health and beauty offerings, creating a holistic shopping experience. With this new concept, Watsons reaffirms its position as a leading destination for health, wellness, and beauty.
Interview with Ms. Irene Lau, Managing Director of Watsons Singapore and Managing Director of New Markets at Watsons International
Our editorial team spoke to Ms. Irene Lau, Managing Director, Watsons Singapore & Managing Director, New Markets – Watsons International to learn more about the newly revamped Watsons flagship store. Read on to find out more.
1) What makes the Watsons Takashimaya Shopping Centre, Ngee Ann City flagship store, different from others?
Ms. Irene Lau: The Watsons Takashimaya Shopping Centre, Ngee Ann City flagship store, redefines retail with its innovative design and immersive shopping experience, centred around the #WatsonYourMind concept, which promotes wellness and self care. Featuring a directional flow layout inspired by the human mind, the store offers a seamless journey through eight thoughtfully designed zones, each tailored to meet specific health, beauty, and wellness needs.
A key highlight is Singapore’s first-ever GNC and Watsons store-within-store concept, which introduces a specialised retail space dedicated to health and wellness enthusiasts with a range of close to 200 carefully curated wellness solutions. Additionally, the store boasts the groundbreaking Derma Hub, developed in partnership with L’Oréal Dermatological Beauty and featuring La Roche-Posay at its core. This hub integrates cutting-edge technology with dermatological expertise through features like the Lift & Learn Wall, SkinScope, UV Camera, and Spotscan+ Skin Analysis, offering shoppers advanced tools for skincare education and personalised solutions.
The Oral Playground, created in collaboration with Oral-B, provides a fun and interactive experience. It showcases a wide range of oral care products while engaging children through interactive games, sticker printing panels, and the Magic Mirror, which allows them to take selfies and download digital copies.
Sustainability is another defining feature of the flagship store. The newly introduced Makeup Upcycling Programme, in collaboration with Babes Pregnancy Crisis Support Ltd (Babes), encourages shoppers to donate unused or lightly used makeup. These products are repurposed through the programme and distributed to beneficiaries, aligning with Watsons’ commitment to environmental responsibility and social impact.
For beauty enthusiasts, the store introduces the My Colour Studio, where Watsons’ expert makeup artists offer personalised consultations. Through a colour test, shoppers can discover their ideal foundation shade and curated makeup combinations, elevating their beauty shopping experience.
Incorporating technology, the store integrates QR codes throughout, providing access to a sophisticated eCatalogue for
enhanced digital browsing and an uplifting in-store experience. The flagship store also features #WatsOnLive, a livestream series hosted across Watsons’ social media platforms, and on Watsons’ official Shopee Store where KOLs and brand experts share product insights, tips, and exclusive promotions.
The Watsons Brand Gallery further enriches the experience by showcasing an extensive range of Skincare, Body Care, and Health Care products from Watsons’ in-house brand, reinforcing its focus on holistic wellness. By seamlessly combining wellness, sustainability, personalisation, and technology, the Watsons NAC flagship store sets a new benchmark for retail in Singapore, delivering a transformative and engaging shopping destination that goes beyond conventional expectations.
2) How does the Oral Playground enhance the overall shopping experience for families and children?
Ms. Irene Lau: The Oral Playground, in collaboration with Oral-B, is a unique addition to Watsons’ flagship store, making dental care fun for both children and families. Located in the Toiletries Zone, it features an interactive panel where kids can engage with games, print stickers, and even take selfies with the Magic Mirror. This playful approach encourages children to learn about dental hygiene in an enjoyable, memorable way while simultaneously offering a range of trusted oral care products for the entire family. It’s a great example of how Watsons integrates learning and shopping in an engaging, family-friendly environment.
3) What is the Go Sustainable Island, and how does it highlight eco-friendly products at Watsons NAC flagship store?
Ms. Irene Lau: The Go Sustainable Island at the Watsons NAC flagship store is a dedicated section that showcases a curated selection of leading eco-friendly products such as DR. BRONNER’S, Naturals by Watsons and other Watsons in-house products. This feature highlights Watsons’ commitment to sustainability by offering customers a range of products that align with environmentally conscious practices.
From beauty and wellness items to everyday essentials, each product on the Island is carefully selected for its eco friendly attributes, allowing customers to easily make sustainable choices while shopping. To further simplify eco conscious shopping, Watsons has also introduced Sustainable Choice Green Price Tags, enabling customers to easily identify environmentally friendly products and make informed, sustainable choices with ease. This initiative supports Watsons’ ongoing efforts to promote greener alternatives and raise awareness about sustainability among shoppers.
4) How does Watsons integrate sustainability into its overall business strategy, and what role does the flagship store play in promoting green initiatives?
Ms. Irene Lau: Watsons integrates sustainability into its overall business strategy through a comprehensive approach that spans product innovation, store operations, digital transformation, and customer engagement. Our flagship store plays a pivotal role in demonstrating and promoting these initiatives, serving as a model for sustainable retail practices while making it easier for customers to make environmentally conscious choices.
A key focus of our sustainability efforts is expanding the Sustainable Choices category, which now includes a wider range of products that meet specific eco-friendly criteria. These products feature better ingredients, improved packaging, or refillable options, helping customers make informed and responsible purchasing decisions. The flagship store prominently showcases these items, reinforcing Watsons’ commitment to promoting sustainability through its product range.
In addition to our product offerings, we have implemented several in-store green initiatives to create a more sustainable shopping experience. At our flagship store, the Go Sustainable Island is a dedicated space that highlights eco-friendly products and educates customers on sustainable living, together with the Makeup Upcycling Programme, launched in collaboration with Babes Pregnancy Crisis Support Ltd that help to repurpose makeup, reducing waste while supporting a meaningful cause. Meanwhile, across all Watsons stores Sustainable Choice Green Price Tags are introduced to allow customers to quickly identify environmentally friendly products, making sustainable shopping more accessible.
Watsons has also embraced digital innovation to reduce environmental impact and enhance convenience. Our Digital Receipts system, available at self-checkout counters, allows customers to receive receipts via a QR code, significantly reducing paper waste. Additionally, our Dual-Screen POS System streamlines transactions, increasing efficiency and transparency while minimising resource consumption.
As part of our commitment to sustainable retail, our flagship store embodies Watsons’ Greener Store framework, integrating environmentally responsible design and operations. This includes using sustainable materials from responsibly managed sources, eliminating single-use plastics, implementing energy-efficient equipment, and introducing refill stations to reduce packaging waste. These measures align with our broader sustainability strategy, ensuring our stores operate with a reduced environmental footprint.
Beyond our in-store initiatives, Watsons is actively working towards reducing carbon emissions. We have pledged to offset over 2,000 tons of CO2 emissions and are committed to reducing Scope 1 and 2 greenhouse gas emissions by 50.4% by 2030, in line with science-based targets. These efforts demonstrate our dedication to playing an active role in combating climate change.
Customer engagement is also a key aspect of our sustainability strategy. We encourage our customers to participate in
green initiatives through recycling bins and refill stations available in-store. Educational campaigns help raise awareness of sustainability issues, and we continue to offer budget-friendly Sustainable Choices options to ensure that making eco-conscious decisions remains accessible to all.
By integrating these initiatives into both our flagship store and overall business strategy, Watsons is committed to reducing its environmental impact while meeting the evolving expectations of our customers. Through ongoing innovation and a customer-centric approach, we strive to lead the way in sustainable beauty and wellness retail.
5) What is the GNC and Watsons store-within-store concept and how does it enhance the shopping experience for customers?
Ms. Irene Lau: The GNC and Watsons store-within-store concept is a dedicated space within the flagship store that offers a wide range of nearly 200 premium health and wellness products, including vitamins, supplements, and sports nutrition items. This concept brings GNC’s trusted brand and expertise directly to Watsons customers, providing a seamless shopping experience where they can find high-quality products tailored to their health and lifestyle needs.
Furthermore, the GNC and Watsons store-within-store concept enhances the shopping experience by offering specialised product displays, expert advice from trained staff, and easy access to GNC’s trusted range of products in a convenient, one-stop location. Customers can explore a variety of wellness solutions and enjoy personalised recommendations, making it easier for them to find products that support their individual health goals.
6) What kind of products can customers expect to find in the GNC and Watsons store-within-store at the flagship store?
Ms. Irene Lau: The GNC and Watsons store-within-store offers various health supplements to support various wellness needs. Customers can find products such as Fish Oil for heart, brain, and joint health, Triflex Joint Health for enhanced joint flexibility, Pro Performance 100% Whey for muscle strength and recovery, Herbal Plus Milk Thistle for liver support, and Lutein for eye health and antioxidant protection. These carefully selected products cater to diverse health goals, from joint care and overall well-being to muscle recovery and organ support. As we continue to expand our range, we welcome customer feedback and suggestions on additional products they would like to see in our store. Our goal is to offer a comprehensive selection that meets the evolving health and wellness needs of our customers.
7) How does the GNC and Watsons store-within-store complement the existing offerings at the flagship store?
Ms. Irene Lau: The GNC and Watsons store-within-store complements the existing offerings by enhancing the store’s health and wellbeing selection. While Watsons already provides a broad range of beauty, skincare, and personal care products, the addition of nearly 200 carefully curated GNC’s premium health supplements and nutrition products further broadens our already impressive health supplement range which includes all other market-leading health supplement brands. Customers can now conveniently access both beauty and wellness solutions in one location.
This expansion includes a wide range of high-quality supplements and vitamins, specialised fitness and performance products, and joint health solutions such as Triflex Fast Acting, optimising physical performance with Pro Performance 100% Whey, Omega-3s from Fish Oil and many more. By integrating GNC’s trusted wellness solutions, Watsons strengthens its position as a one-stop destination to promote holistic well-being, aligning with the store’s #WatsonYourMind initiative, which encourages a balanced approach to self-care.
Beyond product offerings, the partnership brings additional expert guidance to the Health & Wellbeing Zone, complementing Watsons’ existing pharmacist-led services. Customers can now receive more comprehensive wellness advice, making their health journey more informed and personalised.
The store-within-store concept is also seamlessly integrated into the flagship store’s innovative layout, which features eight purposefully designed zones that guide customers through a cohesive and engaging shopping experience. Additionally, this collaboration marks GNC’s return to Singapore after a three-year hiatus, offering Watsons customers exclusive access to GNC’s renowned products – further enhancing the flagship store’s appeal to health conscious consumers.
By incorporating GNC into its flagship store, Watsons has significantly bolstered its health and wellness offerings, creating a more comprehensive and engaging shopping destination where customers can conveniently access both beauty and wellness solutions under one roof.
The GNC and Watsons store-within-store concept elevates the customer experience by offering an all-in-one wellness shopping destination complemented by a robust rewards ecosystem. Watsons members can enjoy exclusive perks, including earning 3x points on GNC purchases under $290 nett, 6x points on purchases above that amount for their first transaction, and 2x points on all subsequent purchases. On top of that, customers earn GNC Coins for every $1 spent, which can be redeemed for discounts, adding even more value to their shopping experience.
Non-members can also enjoy a free Watsons lifetime membership (worth up to $5) with any in-store GNC purchase. To
further enhance the rewards, Watsons members who spend over $3,000* on GNC products will be automatically upgraded to the Watsons Elite x GNC Gold Rewards membership. This upgrade includes a complimentary full-sized GNC product worth over $28. By combining an extensive range of rewards with a seamless shopping experience, the brand ensures accessible value-added benefits for all customers.
*Applicable for purchases made between 1 Jan – 31 Dec 2025.
8) Watsons has been actively pursuing digital innovations. How do you see technology shaping the future of retail in Watsons stores, and are there any plans to introduce more digital touchpoints in Singapore?
Ms. Irene Lau: When it comes to technology, it’s really at the heart of our future retail strategy. Our flagship store is a great example of how we’re blending digital innovations with the in-store experience. For example, each zone is enhanced with QR code integration, allowing shoppers to access a sophisticated eCatalogue that combines the convenience of digital browsing with the uplifting in-store experience to create a seamless, tech-infused retail environment.
We’ve also introduced Digital Receipts at our self-checkout counters, reducing paper waste and offering more convenience for our customers. Another exciting development is our Dual-Screen POS System, which enhances the transparency and speed of transactions, helping us deliver a smoother shopping experience.
Additionally, we have interactive features like the Lift & Learn Wall in our Derma Hub, where customers can explore skin care products, and SkinScope, which provides personalised skincare analysis. Additionally, the Spotscan+, equipped with an iPhone running Effaclar Spotscan+ Skin Analysis, identifies acne concerns and delivers tailored skincare recommendations. These innovations make the shopping experience more engaging and informative, helping customers make well-informed decisions about the products they choose. To further enhance customer engagement, we’ve introduced an interactive panel at the Oral Playground under the toiletries zone, where children can play games, print stickers, and engage with a Magic Mirror to take selfies and download digital copies. This collaboration with Oral B adds an extra element of fun to their shopping experience, making our stores more engaging for kids.
Furthermore, at the gondola ends of our shelving, we’ve added TVs that allow our suppliers to showcase product-related visuals, seamlessly blending with the surrounding displays. This thoughtful enhancement highlights key offerings in a dynamic and visually engaging way, providing customers with additional information as they explore our shelves. By combining digital and physical displays, we create a comprehensive shopping experience that both informs and inspires our visitors.
Looking ahead, we’re excited to expand our digital presence across more stores in Singapore and continue offering tech-driven solutions that elevate the customer journey.
9) What strategies does Watsons employ to stay connected with customers and adapt to evolving shopping preferences, particularly in a competitive market like Singapore?
Ms. Irene Lau: Watsons employs a comprehensive strategy to stay connected with customers and adapt to evolving shopping preferences in Singapore’s competitive retail market. At the core of this approach is its Online + Offline (O+O) strategy, which seamlessly integrates digital and physical shopping experiences to offer greater convenience, personalisation, and engagement.
A key aspect of this strategy is leveraging technology and data to enhance the customer journey. Watsons has introduced several innovations, such as QR code-enabled eCatalogues for instant product information, Lift & Learn Walls for interactive product exploration, and Home Delivery Express, which ensures delivery within three hours by utilising stores as mini distribution centres. Customers also benefit from Click & Collect services, allowing them to purchase online and pick up in-store, as well as virtual try-on tools, including the “Colour Me Virtual Makeup” and virtual hair colouring features, which enhance the beauty shopping experience.
Digital engagement is another pillar of Watsons’ strategy. The #WatsOnLive live stream series on Facebook, Instagram, and TikTok – along with dual streams on Watsons’ official Shopee Store – features KOLs and brand experts who share product insights, beauty tips, and exclusive promotions. Additionally, Watsons’ Skinfie Lab provides personalised skin analysis and product recommendations, while the Watsons Mobile App (Watsons SG) offers a one stop platform for membership benefits, virtual makeovers, store locators, and product finders. By leveraging customer insights and data-driven marketing, Watsons delivers highly personalised shopping experiences and tailored promotions.
The flagship store at Takashimaya Shopping Centre showcases Watsons’ commitment to enhancing the in-store experience. Designed with eight interconnected zones that replicate a digital browsing experience, the store also features the first-ever GNC and Watsons’ store-within-store, catering to Singapore’s growing health-conscious consumer base. Other highlights include the Derma Experience Table and SkinScope, where customers receive personalised skincare consultations, as well as the Walk-In Order Service, which allows for seamless ordering of both in-stock and out-of-stock items. Additionally, Watsons Elite Members enjoy priority queues, reinforcing the brand’s commitment to recognising and rewarding customer loyalty.
Customer loyalty is a major focus for the brand, which is reflected in its Watsons Membership Programme. This point based loyalty system offers tiered rewards, exclusive member discounts, and personalised promotions across online and offline channels. Watsons also collaborates with leading brands to provide additional benefits for its members and invests in non-monetary engagement initiatives that go beyond discounts, fostering a deeper sense of community and care.
Watsons continuously evolves by gathering customer feedback and leveraging data analytics to refine its product offerings and enhance the shopping experience. This commitment to innovation and customer-centricity has earned the brand multiple industry accolades, including Health & Beauty Retailer of the Year in Singapore for three consecutive years and the Omnichannel Strategy of the Year award. Through these initiatives, Watsons ensures it remains a leader in the retail industry, staying connected with customers while adapting to the ever-changing market landscape.
10) Watsons has introduced innovative concepts like the Oral Playground and GNC store-within-store. Are there plans to expand these unique offerings to other outlets in Singapore or regionally?
Ms. Irene Lau: Yes, we are continuously exploring ways to enhance the customer experience and introduce innovative retail concepts. Over the next few months, we will be adding 14 more GNC x Watsons store-within-store locations in Singapore, further expanding this well-received concept to better serve our customers. While there are no immediate plans to expand Oral Playground, we remain committed to bringing exciting new experiences to our stores in line with customer demand and Watsons’ strategic direction in Singapore.
11) What are your long-term goals for Watsons Singapore, and how do you see the flagship store contributing to those objectives?
Ms. Irene Lau: Watsons Singapore’s long-term goals are centred on maintaining its position as the No. 1 health and beauty retailer while continuously innovating, driving sustainability, and enhancing customer experiences. The newly revamped flagship store at Takashimaya Shopping Centre, Ngee Ann City, plays a pivotal role in achieving these objectives by blending cutting-edge retail concepts, digital integration, and immersive customer engagement initiatives.
The flagship store serves as a showcase for cutting-edge retail concepts and technologies. With its innovative layout inspired by the human mind, the store guides customers through eight purposefully designed zones, setting new standards for immersive shopping experiences. The integration of QR codes and a sophisticated eCatalogue blends digital convenience with in-store exploration, positioning Watsons as a leader in retail innovation.
Furthermore, our flagship store exemplifies Watsons’ O+O strategy, seamlessly bridging the digital and physical shopping experience. Features such as QR codes, an interactive eCatalogue, and digital concierge services allow customers to discover, learn, and shop conveniently. Personalised experiences, including skin analysis at Derma Hub and tailored supplement recommendations in the Vitamins & Supplements Zone, further enhance customer engagement, making every visit more meaningful.
The #WatsonYourMind initiative transforms the shopping journey into a holistic wellness experience. By offering personalised services such as skin analysis at the Derma Hub and tailored supplement recommendations in the Vitamins & Supplements Zone, Watsons creates a unique, customer-centric environment. This approach not only enhances customer satisfaction but also builds brand loyalty.
Strategic partnerships are also key to Watsons’ long-term vision. The GNC and Watsons’ store-within-store, the first of its kind in Singapore, reinforces Watsons’ commitment to holistic wellness solutions, while collaborations like the L’Oréal Dermatological Beauty Derma Hub provide customers with expert skincare guidance. These initiatives cement Watsons as the ultimate destination for health, beauty, and wellness.
Sustainability remains a core focus, reflected in initiatives like the Go Sustainable Island at our flagship store, which encourages eco-conscious choices and supports Watsons’ “Look Good, Do Good, Feel Great” commitment. By integrating sustainable product offerings and in-store education, Watsons is leading the way in responsible retailing.
As a retail innovation hub, the flagship store is a dynamic space for testing new technologies, exclusive product launches, and enhanced services, such as the My Colour Studio for makeup consultations and the Lift & Learn Wall for interactive product exploration. These innovations continuously refine Watsons’ approach to customer engagement, ensuring the brand remains at the forefront of evolving consumer trends.
Ultimately, the flagship store is more than just a retail space – it is a strategic blueprint for the future of health and beauty retail in Singapore. By prioritising innovation, customer-centric experiences, and sustainability, Watsons continues to redefine the retail landscape, solidifying its position as a trusted and forward-thinking market leader.
The Watsons flagship store is located at Takashimaya Shopping Centre, Ngee Ann City, 391 Orchard Rd, #B2-06 –10, Singapore 238872, and is open daily from 10:00 – 22:00. Find out more about Watsons at https://www.watsons.com.sg/
