MANILA, Philippines - Thanks to generations of wise mothers, Filipinos have been raised to become smart, practical shoppers, always in pursuit of the better deal, the bigger discount, the best value. When it comes to following a budget at home, while it is common for many to scrimp on luxuries like eating out and shopping, personal essentials like toiletries, medicine and vitamins should never suffer from the budget cuts.
In order to be a successful budget-saver, heartthrob crooner and new Watsons ambassador Christian Bautista believes that one should recognize the value of true savings.
There is a clear difference, he insists, between being frugal and being cheap, and a difference between saving and scrimping. While scrimping is getting by (uncomfortably, at that) with barely enough, smart saving is about choosing the better value, getting the most by spending less.
“(In my own definition and understanding), saving is preparing for the future. It is sacrificing just a little bit so that you and your children can enjoy in the future. Scrimping, on the other hand, denotes something more negative. It is an attitude that’s based on fear. I prefer to save so that I can enjoy,” he adds.
As the new ambassador of Watsons Switch and Save campaign (he joins other ambassadors Tessa Prieto-Valdes, Patty Laurel-Filart and Iya Villania-Arellano), Bautista believes in the commitment of Watsons to make quality products more accessible to the Filipino consumer.
“You shouldn’t feel that you have to spend an arm and a leg for your personal essentials,” he says. “As an artist, I stock up on mouthwash, toothpaste, charcoal toothbrushes and breath strips and other things since I sing. Watsons offers all of these. And these are not just any cheap alternative, they are good quality that can match what’s in the market. Maganda at mas mura (It’s good and cheaper),” he reveals, adding that he’d rather save on toiletries so that he can splurge on his other passion, which is travelling. For his next trip, he hopes to walk the streets of his favorite city again, London. With Watsons, he knows he’ll be one step closer to achieving that dream vacation.
In fact, by switching to the Watsons Label products, like Bautista, smart shoppers can get anywhere from 30 percent to 80 percent savings. By bringing down prices, Watsons allows consumers to stretch their purchasing power so they can spend more on their other needs, wants and luxuries like a new phone or car, or a much-deserved vacation.
Branded vs. Generic
Karen Fabres, Watsons senior manager for marketing, recognizes the hesitance of some Filipinos towards buying generic brands. “There’s the misconception that generic brands are inferior, but abroad, especially in the US, the majority buys generics. Unfortunately, in the Philippines, only a small percent do, so they’re missing out on a lot of savings,” she shares.
“Watsons is able to provide them at more affordable prices because we use formulations that are off-patent and which have already been proven effective. When launching new medicine, innovator brands have to raise prices to ensure ROI to cover the expenses of their marketing, research and such. This is not the same situation for generics, which have already been proven and tested safe,” she adds.
“A lot of our customers take maintenance meds. But according to some studies, the average Filipino consumes only around 50 to 70 medicines in a year, where it should be 365 (one for each day). The reason they don’t take their proper dosage is because their budget is limited. Imagine, if they switched to generics, they can save money and be able to take their medicines accordingly, allowing them to live a more fulfilling, quality life,” shares Victoria Encarnacion, marketing director for Watsons Personal Care.
Despite being a bit wary of generic medicines, Filipinos are still very smart shoppers, with specific wants and standards from their products. Today, they are more discerning when it comes to shopping admits Encarnacion. “They no longer want just generic soaps and lotions; they look for anti-bacterial, moisturizing, whitening, etc. They look for variant products that provide more function.” To address the growing demands of the evolving market, Watsons has diversified and come out with new variants to their current list of products, delighting budget savers everywhere.
Another trend that Encarnacion is seeing is the fact that consumers are gearing towards a more active lifestyle, with Filipinos placing more importance on their health and taking vitamins even before they get sick.
Actress, singer and aspiring athlete Iya Villania is one of those who look to Watsons for help, to support and sustain her new healthy living. “I’ve been a Watsons girl for two years. Prior to becoming an ambassador, suki na ako. I buy a lot of its tissue, makeup stuff, and especially Watsons Foot Ease gel cushions.” With the savings she enjoys, she is able to allot more to her other activities and indulgences like training for marathons, shoe shopping, eating out, and travelling with her husband Drew.
“I’m really not that big of a spender. While others would invest in designer bags, I prefer backpacks. Nakakahiya nga kasi parang ako lang yung actress na hindi nagdedesigner bag. And when it comes to travelling, I won’t travel Business Class. Don’t judge if I’m in Economy!” shares the radiant beauty.
Iya and Christian are only two of the many Watson shoppers who have learned to switch and save for better deals. Even if they’re successful and they have the means to buy the best and the most expensive personal care products in the market, they think about their purchases and know the importance of saving up for what matters most.
Christian puts aptly into words what Watsons and many budget-savers believe and strive for: “Life is short. Balance your life in both work and play. Save and enjoy.” Indeed, with Watsons, you can spend less to enjoy more.