02_GOBE_Update

Strategic Priority : GOBE Health

Progress Update in Apr 2025

How to build strongerGobeOffersinbothHealth & Beauty

Update as of April 2025

Strategic Priority : GOBE Health

1. Strengthen focus in Gobe HEALTH strategy andbusiness development • Assign dedicated people who are experts in Health both region and BU’s (Ongoing , all except ID and VN) • Engage credible/ expert service providers to accelerate product registration (Ongoing , all except TR , ID and VN) • Co-branding or Toll manufacturing with leading health suppliers (Ongoing) • OCO from other strong Gobe health BU's e.g. SD, KV, WTW, WTPH (Ongoing ) 2. Aggressive ly source EXCLUSIVES • On direct brand management business model e.g. GNC (Ongoing) • Scale up / Expand strong local and incubator brands to region (Ongoing) Stay hyperaware on H&B product trends through supplier networking and exposure to advance developing markets such as Korea, etc. (Ongoing) • Start OB/PL cosmetics with easy basic sub-categories such as Face powder and Nails (Ongoing) 4 . Further strengthen overall Brand Management and Marketing • Market and invest A&P similar to A-brand (25B is 2% for all except HK, TW, ID) • lmpactful Offline and Online presence (Ongoing) 3. Accelerate local product development opportunities •

1. Strengthen FOCUS on GOBE Health Strategy and future business development

- Assign dedicated people who are experts in Health (Region & BU) - Engage credible/expert service providers to accelerate product registration - Co-branding or toll manufacturing with leading health suppliers - OCO from other strong GOBE health BU eg SD, KV, WTCTW, WTCPH

Assign dedicated People who are experts in Health & Engage credible / expert service providers to accelerate product registration

Health Joint-Force Team status dedicate on OB health development

Local PD

Trading

Marketing

QA/RA/ Importer







WI

x



 * not OB focus

HK

×

x









TW

 * not OB focus



SG

x

x









MY









TH



 * under recruitment



 * under resourcing more capable one

PH

 * not OB focus  * not OB focus

 * exploring on F&B only



 * yet start on health

TR

 * yet start on health





ID

 * yet start on health

 * yet start on health

VN

x

x

Speed Up VDS Expansion : Holistic Health Roadmap 2024-25

2024​

2025

Q3

Q4

Q1

Q2

Q3

Q4

VDS Relaunch (18)

Chewable VDS (3)

VDS - Allef / Nutriplus to Watsons (5)

VDS HERO (3)

VDS NUTRABLISS

Probiotic hero (2)

Healthy gummies LX (2)

VDS – Project V (9)

Probiotic Range (5)

Adult Gummies(9)

VDS – Local Sourcing (6)

Kids & Adults Gummies (3)

Collagen Range (5)

Adult Nutrition Powder (2)

Manuka Honey & Lozenges (4)

Black Grains Plus (1)

Nuts LX (10)

Q2 Q1 Scale Up and Power Up : OB Health Activation Always ON Q3 Q4

FEB

MAY

JAN

MAR APR

JUN

NOV DEC

AUG SEP

OCT

JUL

“Your Total Health & Wellness Solution”

VDS NPD (HK-specific)

L A U N C H

HK & SG

VDS NPD (MY-specific)

RELAUNCH

Key NPD

Nutrabliss NPD & LX

Relaunch VDS Marketing Communications + Staff Training on Revamp Concept

H E R O

Monde Selection Award Announcement

Hero Toolkit Enhancement

Staff Training (Hero + Key NPD)

SUSTAIN & REACTIVATE: ALWAYS ON & CONSISTENT O+O EXECUTION, ASIA NO.1

C A M P A I G N

Regional : Your Total Health & Wellness Solution (For Revamp)

Regional : World Heart Day” Campaign

Brand Marketing: Health Campaign, Usagyuuun

OCO OB Health | Speed to Market by Project SD

2X SKUs

2X Sales (+ HK$17M by 2025)

OCO OB Health | Speed to Market by Project Nutriplus

Rebrand to Watsons

Ready to Go Products

Leverage on bulk MOQ

Leverage on the cost

2. Aggressively source EXCLUSIVES

- Agile Sourcing - Scale up/ Expand strong local & incubator brands to region

Agile Sourcing & Scale Up EXCLUSIVES - 2024 Agile Sourcing (Launch in 4 months) WIEB send out monthly newsletter (with WIEB portal for detailed assets) to propose trendy new brands & share market trend & K-beauty trends. In 2024, 50 Brands shared | 18 brands new launch in 24 – 25Q1 Local Top EB to Regional

Facilitate top EB across regions, and secure regional exclusivity 5 local to Regional launches in 2024, 8 WIP market launch

Deoproce PH -> SG

khaokho talaypu TH -> PH

Dr. Wu TW -> SG, MY, PH (WIP)

QuickFX PH -> MY, TH

E X I S T I

New EB Size of Prize Summary

New EB 1-pager for BU assessment

N G

Luxe Organix PH -> MY, TH, GCC

Simplyheal MY -> TW, PH, ID

Dr. Ora SG -> HK, MY, PH

W I P

Market Trend

Olive Young new product trend

Expand Incubator Brands – Mar 2025 Supplier Day

WIEB host annual Exclusives Supplier Day in March (half day event after GSC) for new brands Trading heads had pre-arranged 1-on-1 meetings with 6 suppliers in half day . Target 3-5 new launch per BU

Skincare

Colour

Health

Hair Care

Q2 / Q3-25: 14 launches

Q4-25 / Q1-26: 18 launches

Prioritized markets

No. of new launches

Prioritized markets

No. of new launches

Skincare

HK, MY

3

TW, TH, PH

5

Color

TW, SG, MY

3

TH, PH, TR

3

Hair Care

HK, SG, TH, PH

6

CN, TW, MY, GCC

6

Health

HK, TH

2

TW, SG, MY, PH

4

Target 32 new launches

Expand Strong Local & Incubator Brands

LEAD ASIAN Beauty YTD Apr 5 new launches; May – Dec 16 new launches on plan

K & J-Hair

C-Beauty

K-Beauty

Skintific (EB): TW, PH (newly launch 25); WIP - TR

Judydoll: MY, SG WIP – TW (roll-out), PH, TR

Unove: Q2-3 TW, SG, MY &honey Regional Co-creation

AMUSE: SG & MY, PH (WIP)

Sheglam: WIP - TW, MY, PH

Barenbliss: PH, TH WIP - TR

Yolu: SG & MY

MyO2 regional launch (from Cosmecompany)

Dr. Althea: SG & MY

Arencia: WIP - MY, TH

3. Accelerate local product development opportunities

- H&B product trends through supplier network - Start OB/PL cosmetics, Face

Own Brand Stay Hot and Trendy

C Beauty On The Rise

Glow with OB Suncare Solution

Hybrid Perfection Face Make Up

Acceleration of OB Local Development – WTC ID Support due to Government Tighten Import Policy

Achieved ~10% of 161 SKUs in 2025 $90B [PC 68%] [Beauty 22%] [HC 7%]

4. Further strengthen overall Brand Management and Marketing

- Market & Invest A&P similar to A Brand - Impactful Offline & Online presence

Market and invest A&P similar to A-brand • Ensure smart A&P allocation for maximum impact • Facilitate planning by sharing 2025 Regional OB campaigns and key launch calendar • Review 2025 BU A&P budget

Key Action

BU: Invest A&P for OB key launches to maximize sales opportunities WIOB: A-class materials paired with O+O execution excellence

Q4 2024 – Q1 2025

October 2024

2025B OB A&P

GOBE STRATEGIC KICK OFF MEETING with BU Trading & Marketing Head

BU 1on1 2025 STRATEGY MEETINGS

A&P% to OB sales BU 2025B

Review BU 2025 A&P Budget vis a vis 2025 OB focus and key launches

Shared 3-year strategy and 2025 planning: • Regional Campaigns (Asia No 1, Sustainability) • 2025 Key Launch Calendar

WTCHK

1.8%

WTCTW

1.3%

Ensure adequate support for key launches and regional campaigns

WTCSG

2.0%

WTCMY

2.0%

WTCTH

2.0%

WTCPH

2.0%

WTCID

1.7%

WTCVN

2.1%

WTCTR

-

Market and invest A&P similar to A-brand Strengthen OB O+O Visibility via providing space and display execution mandatories

2025: Track progress and review execution (bi-annual)

May 2024: Updated Guidelines

2024 H2: Review and Track BU space

OB Space versus Sales Participation

OB Space & Display Guidelines V2.0 released May 2024

BU

2023A 2024A 2025B

WTCHK WTCTW WTCSG WTCMY WTCTH WTCPH

1.7 1.3 1.0 1.6 2.3 3.4 0.7 2.4

2.1 1.4 1.0 1.6 2.4 2.3 1.2 2.2 1.8

2.3 1.5 1.0 1.8 2.2 2.1 0.9 1.8 1.7

OB Space Participation Versus OB Sales Participation Rquirement 1.8X

WTCID

WTCVN WTCTR

-

Impactful Offline & Online Presence

Enhanced Marketing Toolkits with continuous review and enrichment for 100% utilisation

2024: 74 toolkits

2025 YTD: 19 toolkits

H2: 30

H1: 44

Impactful Offline & Online Presence

BU Execution

Naturals by Watsons PC Relaunch Toolkit

Clear Communication Message

•

Consistent adaptation of all assets

•

• Engaging Storytelling and impactful visual assets • Detailed execution guidelines from instore to online

• Eye-catching and powerful messaging across platforms

Impactful Offline & Online Presence

Hair System by Watsons Scalptech Toolkit

BU Execution

Storytelling – focusing on regime

•

• Consistent adaptation across instore and online

• Key Message Mandatory – Clinically Proven Dermo Scalp Care Solution

Strong Clinical claims and information

•

• Detailed renditions as demo (In-store & Online)

Thank You