Dubbed a futuristic collaboration, the Japanese brand targets a younger demographic with simplicity and sustainability in mind
aio has launched with its hero Super Essence product
In a world’s first, beauty heavyweights P&G and AS Watson have joined forces to co-create a new skin care brand.
Named aio, the Japanese brand has launched with one hero sku and has been designed with simplicity for busy consumers in mind.
The new ‘all-in-one’ Super Essence product is designed to maintain skin’s hydration and reduce overproduction of sebum.
Tapping into a younger demographic with its jelly-like texture, the product features P&G trademarked Oxyniacine formula, to boost skin’s vibrancy; with B3 niacinamide, which helps to reinforce skin’s barrier; and vitamin E, to nourish and improve oil-water balance.
To match the product’s neo-mint packaging, the match-coloured formula is scented with woods from Kyoto, a Japanese city, and is said to feel light on skin.
“This is a P&G Beauty first breakthrough collaboration with a retail partner to co-create a new skin care brand from scratch,” said Markus Strobel, Global President of P&G Skin & Personal Care.
“We are delighted to team up with AS Watson to learn together and co-design the aio proposition for the derm and wellness needs of the customers.
“This is the future of retailing and skin care.”
Yvette Fan, Vice President & Managing Director P&G Hong Kong, and Malina Ngai, CEO of AS Watson
Attracting a digital-native audience, the companies expect to make the majority of their sales through AS Watson’s online platform – something the brand has been keen to capitalise on in recent years.
“Our seamless O+O [offline plus online] platforms and sophisticated customer insights will help aio to open new markets,” added Malina Ngai, CEO of AS Watson for Asia and Europe.
Also tapping into Gen Z and millennials' priorities, aio has been built with sustainability in mind.
“Sustainability is our top priority and we are happy to see aio’s packaging is fully recyclable, making it eligible to be listed as [a] Clean Beauty product under Watsons Sustainable Choices,” Ngai added.
“With its philosophy of ‘simple sophisticated’, I truly believe aio will be loved by customers with its unique proposition, refreshing design and great product performance.”