What if your next beauty haul felt less like an errand and more like an adventure? This January, Watsons is reimagining the everyday shopping experience with Watsons Shopathon Mania, an island-wide activation that turns Singapore into a playful beauty and wellness playground.
Designed like a railway journey, the campaign invites shoppers to explore the city along the imagined W Line, where selected Watsons stores double as vibrant stations. Each stop brings its own buzz, spotlighting new launches, exclusive promotions, curated giveaways and limited-time experiences that reward curiosity and exploration. It’s an invitation to break out of routine, hop off at unfamiliar stops, and rediscover the joy of browsing with fresh eyes.
A New Way to Shop, One Stop at a Time
At every planned W Line station, Watsons breathes new life into its stores with handpicked brands and irresistible offers. Familiar favourites sit alongside exciting discoveries, encouraging shoppers to linger, experiment and uncover something unexpected.
Leading the journey as the first spotlight brand is FAN BEAUTY DIARY, which makes its official Singapore debut exclusively with Watsons.
FAN BEAUTY DIARY Makes Its Singapore Debut
Founded by actress and producer Fan Bingbing, FAN BEAUTY DIARY has built a strong following across Asia for its high-performance skincare, particularly its cult-favourite facial masks. The brand’s arrival in Singapore marks a significant milestone in its Southeast Asia expansion and introduces local shoppers to its distinctive philosophy of “Sensory Skincare.”
Rather than focusing solely on results, FAN BEAUTY DIARY places equal importance on comfort, texture and emotional well-being, approaching skincare as a holistic experience. Its thoughtfully formulated range is designed to meet skin where it is, whether it needs intense hydration, barrier repair or a quick revitalising boost.
Among its most loved offerings is the Seagrape Deep Hydrating Water Gel Mask, an award-winning favourite recognised for its bouncy jelly-gel sheet that delivers an immediate surge of moisture. The Dragon’s Blood Lentinus Fermentation Facial Treatment Mask combines botanical extracts with fermentation technology to support skin barrier repair, making it especially soothing for sensitive or stressed skin. For mornings that demand a wake-up call, the Astaxanthin Coffee Double Anti-Wrinkle Icy Morning Mask offers antioxidant care with a cooling, firming finish that feels instantly refreshing.
From now until 4 February 2026, shoppers who spend $249 or more on FAN BEAUTY DIARY products will receive a complimentary New Year Limited Edition Makeup Pouch, while stocks last.
FAN BEAUTY DIARY is available online at Watsons and at 22 selected stores islandwide, including Parkway Parade, Takashimaya S.C. at Ngee Ann City, Bugis Junction, Tampines Mall, Jurong Point, Plaza Singapura, Novena Square, Raffles City, ION Orchard, NEX, Causeway Point, JEM, VivoCity, Suntec City, Waterway Point, Compass One, Northpoint City, Jewel Changi Airport, Paya Lebar Quarter, Great World City, Marina Bay Sands and Raffles Place Station.
What’s Next on the W Line
As Watsons Shopathon Mania rolls on throughout January 2026, shoppers can look forward to a rotating lineup of brand activations across 26 selected Watsons stores.
Until 11th January, Korean haircare favourite Mise En Scène takes over Takashimaya S.C. at Ngee Ann City. Known for its iconic Perfect Serum and reputation for delivering smooth, glossy “glass hair,” the brand is offering exclusive gifts and promotions, including a customised key ring with its Magic Straight Set, complimentary minis with selected purchases and 20 per cent off selected items.
From 12 to 18 January, Dove brings its feel-good philosophy to JEM. Rooted in the belief that beauty should build confidence rather than pressure, Dove will be offering a whimsical shower ball with a minimum spend, alongside its range of gentle, nurturing hair and body care essentials.
The spotlight then shifts to Kirei Kirei at Suntec City from 19 to 25 January. Japan’s No. 1 hand soap brand, trusted for its gentle yet effective cleansing, will be rewarding shoppers with a reusable Cloud Plushie Bag with qualifying purchases, reinforcing its family-friendly, skin-loving ethos.
Rounding out the month from 26 January to 1 February is Korean haircare brand UNOVE at Raffles Place Station. A multi-year No. 1 bestseller in Korea and a favourite among salon professionals and K-drama stylists, UNOVE will be offering tote bags, additional freebies and 20 per cent off selected items with qualifying purchases.
One Line, Endless Discoveries
With each stop offering something new, be it a long-awaited brand debut, exclusive perks or thoughtfully curated experiences, Watsons Shopathon Mania brings back the simple pleasure of discovery. One line, many stops, and plenty of reasons to explore.