Tag: Health and Wellness

Hong Kong – When it comes to health and wellness information offered by social media influencers, close to half of younger consumers from Gen Z (48%) and Millennials (46%) consider them to be reliable, compared to less than two-fifths of Gen X (38%). This is according to the latest data from YouGov on health information sources the Asia-Pacific market consumes the most.

According to the data, while most Gen X (61%) and Millennials (53%) in Hong Kong regard medical practitioners as a reliable source of health information, less than half of Gen Z (48%) say the same. Meanwhile, millennials are significantly more likely than other generations to trust their gym/personal trainer (35%) to provide reliable health information.

It is also worth noting that close to two-fifths of consumers in Hong Kong (38%), say they find at least some health and wellness information offered by social media influencers to be trustworthy – compared to just a sixth (16%) of consumers internationally. Hong Kong also shares a similar sentiment to some of its Southeast Asian neighbors, with over a third in Indonesia (36%) and a fifth in Singapore (21%) echoing the same sentiment for social media influencers.

Consumers in Hong Kong and Indonesia are also significantly more likely to look to their friends/family and pharmaceutical companies for health and wellness advice.

Meanwhile, Over half of consumers in Hong Kong (51%) and two-fifths of consumers in Indonesia (40%) say they trust health-related information provided by family/friends, compared to just a third (33%) internationally.

Lastly, almost a third of consumer in Hong Kong (31%) and a quarter of consumers in Indonesia (26%) find pharmaceutical companies to be a reliable source of health information, compared to less than barely a fifth (19%) internationally.

Hong Kong – Global health and beauty retailer A.S. Watson Group has announced that they have signed an agreement with South Korean beauty brand Amorepacific to bring more K-beauty products for consumers in Asia.

According to Malina Ngai, CEO of A.S. Watson Asia and Europe, its partnership with Amorepacific started out in 2019, and have expressed great interest to take this partnership to new heights. Ngai also added that K-beauty product demand in Asia and Europe will continue to grow due to being lauded for use of creative ingredients combined with science-backed formulas.

“For the A.S. Watson Group, we recorded a strong double-digit sales growth for overall K-Beauty products in the 12 months. Leverage our extensive O+O (Offline plus Online) retail platforms across Asia and Europe, I am excited about this strategic partnership with Amorepacific Group to enable our customers to access and experience an even wider range of quality beauty products inspired by the beautiful Korean culture,” Ngai said.

She added, “We are also aware of the evolving needs of eco-conscious customers hence we will work together with Amorepacific to introduce clean beauty products that minimise environmental damage.”

Meanwhile, Sangmok Lee, president of Amorepacific Group, commented, “Through strengthening our partnership with A.S. Watson Group, we are poised to forge advantageous synergies between two industry leaders to effectively respond to the increasing diverse needs of customers in beauty care.”

Amorepacific signed a deal with regional e-commerce platform Shopee back in 2021 to bolster the beauty group’s regional reach in Southeast Asia.

Bangkok, Thailand – Leo Burnett Thailand, in collaboration with Thai Health Promotion Foundation, released a new campaign that encourages Thais to reduce their sodium intake.

The campaign featured a short space-themed film titled ‘New World’ along with the theme ‘Less salt, less disease’, which encourages its audiences to be sodium-aware and rethink their diet.

The short film’s story revolved around a group of genius space travellers, travelling for many years to find the ‘new world’ and surviving by eating sodium-rich food. It ended with the space travellers perishing just before arriving ‘new world’.

The campaign is in response to small convenience stores being widely spread all over Thailand and the labour force being used to ready-to-eat behaviour with ‘high-in-sodium’ instant and frozen foods.

‘New World’ follows the recent launch of Thai Health Promotion Foundation’s ‘Oasis’ campaign, which encourages Thais to consume less sugary drinks.

Leo Burnett Thailand has also previously released a futuristic campaign in collaboration with credit card brand First Choice, titled ‘Mafia of Digital World’.

Sydney, Australia — Healthylife.com.au, a health and wellness brand, has launched a campaign to encourage Australians to start their health and fitness journey by subtracting all the distracting information, products, and service and shifting to a more simplified but finer approach.

The 30-second campaign that aired through TV commercials as well as digital and social channels, highlighted the predicament that while many sought a healthier and fitter way of life, a myriad of distractions, lack of motivating factors, or life in general, holds us back from our true potential.

Healthylife.com.au ‘Your new home of healthy’ provides a range of health and wellness advice, experiences, services and products to make consumer choices easier, personalised and more accessible.

Creative agency and innovation company Akcelo was tapped by the digital startup to develop the brand and go-to-market strategy, identity, design system, and integrated campaign for heathylife.com.au.

Ben Padfield, general manager of digital marketing and eCommerce at Healthylife, commented, saying that while many Australians see the benefits of getting healthier, it can often feel like opening Pandora’s box, with an overwhelming array of information, products and services designed to help you achieve your goals.

“Healthylife.com.au takes the hassle out of researching and deciding which products to buy to ensure whatever your healthy looks like, you can achieve it. We have worked closely with Akcelo to bring Healthylife to market. They understand our strategic objectives and how to engage Australians wanting to start and maintain their health journeys,” Padfield said.

Aden Hepburn, CEO of Akcelo, shared his own thoughts, saying, “It’s always great to start working with a brand from the ground up and that’s what we’ve achieved with Ben and the team at Healthylife. Developing the brand identity, design system, go-to-market strategy and launch campaign has been a truly collaborative experience and reflects Healthylife’s ambitions for people to get their own health journeys underway.”

Malaysia – In response to the booming interest in holistic health and wellbeing in Malaysia, content marketing agency Green Park Content (GPC) has launched an English language health and wellness content hub in the country for a company that the agency has yet to disclose. GPC said the content hub development aims to establish a powerful online presence for an integrated healthcare company. 

The new hub, which will be called ‘All Things Health’, enables access to easy-to-understand, trustworthy articles written by health editors, physicians, and wellness experts and covers key health and wellness categories such as nutrition, mental health, and balance, as well as parenthood. ‘All Things Health’ content hub addresses Malaysians’ growing demand for health and wellness information, with over five million category searches of health and wellness topics in the country per month.

Martin Niens, Green Park Content’s head of operations for APAC, shared, “We built a strong foundation for the ‘All Things Health’ content hub, using the perfect synergy of a headless CMS and world-class SEO strategy to showcase some truly amazing pieces of content which engage and empower our audiences into action.”

Meanwhile, Fe Husaint, Green Park Content’s creative and global brand head, stated that the new hub aims to meet consumers’ needs at the moment and answer the unique health concerns today, educating and inspiring them to live a healthy and well-balanced life.

“‘All Things Health’ widens the reach of natural, holistic practices, providing research-backed content to help health seekers and their families have the best health at all life stages,” said Husaint.

Ayie Austria, the head of search experience and innovation at Green Park Content APAC, shared that companies realize the importance of investing in brand publishing to build long-term value through deeper engagement and more purposeful relationships with their audiences. 

“‘All Things Health’ achieves this objective by engaging and creating meaningful conversations with young, digitally-savvy consumers and building a loyal audience,” said Austria.

GPC said that it is now planning to expand the content hub to other markets in the future.

Aside from the new ‘All Things Health’ hub, the agency has created several content hubs, including AllThingsHair.com, MasakApaHariIni.com, and BeautyHub.PH. Each content hub allows brands to own their audiences, capture first-party data and save millions in paid media.