In recent years, many women's theme film and television dramas and consumer brands that have deeply cultivated the "she market" have created the image of many "perfect women". However, can these "perfect" images really give women a positive driving force?
Recently, Watsons and the Customer Experience Research Team WISE conducted the Asian Women's Confidence Survey in six markets: Chinese mainland, Hong Kong, Indonesia, the Philippines, Singapore and Thailand to learn how to help women improve their self-confidence and make them better versions of themselves. The survey results show that nearly 50% of the women surveyed have insufficient self-confidence.
Returning to real life, contemporary women look up to the perfect role models created by the outside world while lacking self-confidence. They have all kinds of anxieties, including concerns from age and family, as well as fears of trying, fear of imperfect results or even failure. The gap between the "perfect role model" women portrayed by the outside world and the reality of not daring to try themselves has caused social anxiety in a sense.
In response to the topic of "perfect" anxiety and imperfect attempts, on the eve of this year's International Women's Day, Watsons held a series of activities with the theme of "All Tests are Beautiful" and released a blockbuster attitude of the same name, with a unique "Girls' Tea Party", sharing the story of four women who met beautiful unexpectedly in the process of trying, encouraging women to eliminate their concerns about imperfect results, despite boldly trying various possibilities.
Release Attitude:
Challenge yourself internally Break the shackles externally
The "Everything Is Beautiful" attitude blockbuster tells the story of four Chinese women of different ages and professional backgrounds. According to Watsons, the film's casting is quite thoughtful, Zhang Quanling, Shangguan Yunqing, Si Si, Zhang Hong, the four heroines represent women's growth stories of different identities and professions, from the hosting industry to the entrepreneurial world, the sports world, from the stars to the ordinary people, hoping to encourage women from multiple angles and perspectives, so that more people have resonance.
For example, Zhang Quanling, who was talking in front of the camera, would never have imagined that he would one day turn from a well-known host to an entrepreneur. After the role change, the large amount of coordination and management work that needs to be faced every day makes Zhang Quanling feel that he has been walking on a rough and pitted road that will fall at any time. But she said she would never worry because there was "gold" in the pit.
Professional short track speed skater Zhang Hong decided to change tracks at the age of 20 and turn into a speed skater. After fulfilling her gold medal dream of speed skating in China, she switched the track of her life again and became an IOC member. Every change of track means that everything she faces will be a new attempt and challenge. But Zhang Hong said that even if she rushed to different life tracks, she also gained a lot of beautiful scenery that she encountered unexpectedly, and she enjoyed it.
Born in a non-professional class, building a team from 0 to 1, and transforming from a self-media person to learning to be a wild director, Si Si interviewed more than 40 girls in four years and presented their sparkling life stories on the screen in the form of a medium video. As for the interview scripts that were pressed at the bottom of the box and the stories that were filmed but eventually invalidated, they all became the best footnotes to interpret her own glittering life.
There is also Shangguan Yunqing, a full-time mother who failed to pass the examination three times, although the process is tortuous and hard, but in the process of continuous attempting, she gradually clarifies what she wants, and gradually approaches the self she wants in her heart.
The four women come from different industries and are in different stages of life, but have the same sense of the harvest of "trying", which is the best interpretation of "all tests are beautiful" under the "beautiful new test world" - imperfect attempts are equally wonderful, confident rejection of 'perfect' anxiety, and sometimes unexpected surprises come in a trivial attempt.
Online philanthropy encourages women to:
Share your imperfections, and all the tests are beautiful
In order to gather personal strength into group strength, from personal resonance to group resonance, Watsons also launched the "Ten Thousand Tests are Beautiful" story collection public welfare activity online, soliciting stories behind imperfect attempts such as "rollover" attempts and "failure" attempts from women across the network, encouraging women to boldly express and face up to the imperfections in life, and summarizing some of the "imperfect" but beautiful attempt stories into videos, playing them through Watson's self-media channels and stores, empowering all women to "be beautiful in all tests". The power to try bravely.
The new brand advocates a beautiful new test world
Harvest a beautiful experience sublimate the understanding of beauty
After the pandemic, the public's lifestyle habits and perceptions of beauty have also changed. Another Watsons survey, titled "What is Beauty," interviewed more than 11,000 women under the age of 45 in 12 markets across Asia and Europe to learn how they feel about what's around them and how to define beauty after the pandemic. The results showed that more than 75% of women believe that "inner beauty" has become more important.
Watsons Group (Asia & Europe) Chief Executive Officer Ni Wenling said that Watsons has been established for 180 years, and has served countless female customers over the years, closely connecting with them, believing that true beauty is from the heart, and inner beauty comes from self-confidence. In addition to making people feel good, self-confidence also has a positive effect on mental health.
In addition, nearly half of the respondents believe that the best thing in life is to "be kind to the family and friends around you, and to contribute to the community and the planet." Watsons also believes that true beauty is to be kind to oneself and to others. Beauty is the charm of the heart, know how to care for others, accept themselves, live out happiness, and achieve a better self, is the real beauty.
From the brand proposition of "be yourself, beauty makes sense" in 2019, to "try no fear, beauty makes sense" in 2020, to "let you test, beauty makes sense" in 2021, to this year's "The New Beautiful New Beautiful New Test World" advocating "beauty in all tests", it can be seen that Watsons' understanding of beauty is also constantly iterating and progressing.
There is not only the transformation from "exploring the beauty of the body" to "exploring the beauty of the spiritual world", but also from focusing on the "beauty of the small self" to focusing on the "beauty of the big me"; emphasizing the beauty of the present, as an intangible asset, is permanently passed on, and the beauty is shared.
It can be seen that beauty no longer stops at form, and people are more eager for a beautiful state from the inside out, from the individual to the beautiful atmosphere of the environment. This series of psychological changes has driven Watsons to transform from business insights to emotional and cultural insights, began to practice more social responsibilities and public welfare responsibilities outside of business, and help improve the living environment with the behaviors within the reach of the brand, such as the "Give a Smile" public welfare project that provides free repair surgery for children with cleft lip and palate, the empty bottle recycling activity to help environmental protection, etc., and looks good with the public through practical actions. Do Good. Feel Great., jointly open a "beautiful new test world" to achieve a better self and community.
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Editor / Pi Lei Responsible Editor / Li Qing