Watsons expands JCprogram in aesthetic beauty across Asia

Watsons, AS Watson Group's flagship health and beauty brand, has strategically accelerated the expansion of the JCprogram, an exclusive Japanese clinical skincare brand, across Asia.

Debuted in Watsons China in 2021, JCprogram expanded into Watsons Taiwan in 2024 and launched in Hong Kong in May this year. It has gained popularity among local consumers, highlighting strong demand for aesthetic beauty solutions beyond dermatology, according to the release. This performance has accelerated Watsons' expansion into Thailand and Malaysia, targeting key growth markets. 

The expansion is based on an unprecedented market transformation, with Watsons citing Cognitive Market Research data projecting explosive growth in the global aesthetic beauty sector from US$19.6 billion in 2025 to US$35 billion by 2033, representing a 7.5% compound annual growth rate.

Furthermore, the aesthetic beauty landscape is transforming as customers shift from invasive procedures to sophisticated, non-invasive solutions. This change is driven by three trends: a focus on longevity skincare for cellular health, a preference for natural-looking enhancements, and a demand for scientifically-proven actives.

Recognising these transformative market dynamics, Watsons has exclusively partnered with JIYUGAOKA CLINIC to launch JCprogram, a Japanese clinical-grade skincare brand that directly addresses all these major aesthetic beauty trends through innovative "1:1 seamless aesthetic replication" technology. Founded by Nobutaka Furuyama, a Japanese cosmetic surgeon, JCprogram represents the convergence of 30 years of clinical aesthetic expertise with cutting-edge skincare science.

In Malaysia, Watsons held an exclusive launch ceremony featuring Furuyama to celebrate the partnership with Watsons and the brand's regional growth. The event included an experiential facial spa for beauty editors and a preview for celebrities, highlighting the brand's aesthetic innovations. Exclusive offers for members were also introduced, providing clinical-grade skincare and added value to the beauty community.

Looking ahead, Watsons will continue to capture aesthetic beauty opportunities across its over 8,000 store network to meet evolving customer needs and reinforce its market leadership position, helping customers look good, do good, and feel great through innovative beauty solutions that redefine industry standards. 

Caryn Loh, COO of health and beauty Asia, AS Watson Group, said: "JCprogram's rapid expansion and category leadership demonstrate the extraordinary market appetite for scientifically-backed aesthetic beauty solutions. Watsons is strategically positioned to capture the most significant growth opportunity in beauty retail, while delivering breakthrough innovations that meet rapidly evolving customer demands for clinical-grade results."

MARKETING-INTERACTIVE has reached out to AS Watson for more information. 

Don't miss: Watsons unveils exclusive IP across Asia

Back in September, Watsons launched “The Watsons Family” - an innovative and vibrant character-driven intellectual property (IP) created to revolutionise customer engagement across Asia.

This creative initiative introduces 16 unique characters, each reflecting different MBTI personality types, to create deeper emotional connections with customers while transforming everyday health and beauty routines into engaging, shareable experiences.

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