Kim Kianna Dy, Jolina dela Cruz and Fifi Sharma are endorsers of the health and beauty shop.
Charmie Joy Pagulong - The Philippine Star
February 4, 2025 | 12:00am
MANILA, Philippines — Given their stunning beauty, good physique and impressive volleyball skills, it was no surprise that Premier Volleyball League (PVL) stars Kim Kianna Dy, Jolina dela Cruz, and Fifi Sharma were selected as the faces of a health and beauty shop’s new campaign.
Watsons Philippines customer director Jared De Guzman told The STAR at the launch of their Goal Getters 2025 campaign, which was held recently at their flagship store at the Mall of Asia (MOA), the reason why they selected the PVL celebrity volleyball players was to represent the retailer brand.
“It’s a bit very literal. Because when you’re a sports player, you have a goal to achieve, a score. So that’s why we brought in PVL because (it’s) very much aligned (with our campaign). There’s this natural innuendo yung sports, goal getters and the entire campaign so that’s why we wanted to bring them in as part of our campaign,” he explained.
Aside from that, they wanted to build a long-term partnership with PVL. “They (PVL players) are the perfect face for the campaign in January. And they are all beautiful,” he added.
Jared noted that there are “many great, beautiful and fantastic PVL players,” but they chose the three because of key reasons.
“We also wanted to check who among the PVL players that one, not connected to any brand. But at the same time, we also wanted to check who among the PVL players na pinag-uusapan ng mga customers namin, in a good way. So those three. Obviously, we would like to fit more, but the poster cannot fit more (laughs). So it’s good that we selected a representation of PVL players.”
He teased to stay tuned in the later part of the year as they will announce showbiz celebrity brand ambassadors. But for now, they can’t divulge any names yet. “But it’s definitely someone or somebody that you know.”
Moreover, the brand found out that most of their customers, especially the younger ones, are more into achieving their personal goals — short-term or long-term — rather than making New Year’s resolutions. Hence, the Goal Getters 2025 campaign.
“And what we found out (is) that they go to Watsons to help them achieve their health, beauty and wellness goals. So, for example, if you want to be slimmer this year, you normally go to a Watsons store or for example, you want to have a second look you want to achieve, then you go to a Watsons store. So, Watsons really is an enabler for them to achieve their goals,” Jared elaborated.
They also discovered that when you set a goal, it’s important to have a community that will help you achieve your goals and be rewarded for reaching your goals. So, the brand took the initiative to offer exclusive discounts, rewards (including Instant GCash Rewards) and PVL tickets for Watsons Club Members.
Meanwhile, one of the attendees who showed up at the event was content creator and actor Jomari Angeles, who advocates for diet and fitness.
He was glad to be part of the shop’s campaign, he told this paper. “Because naging life ko na po yung content creation, especially the last two years. So being part of the Goal Getter (campaign) this year, parang kumbaga nagbubunga na yung effort ko when it comes to content creation.”
He believed that he could use his platform for a good cause to inspire others to achieve their goals as well as encourage them to live a healthy lifestyle.
Jomari appeared in Brillante Mendoza’s “Ma’ Rosa,” Pepe Diokno’s “GomBurZa,” and Petersen Vargas’ “Some Nights I Feel Like Walking.”
“Ma’ Rosa’ offered me a different life experience because I attended the Cannes Film Festival, and I was a newbie actor at that time… It was a surreal feeling for me,” he said.
