In Filipino culture, the concept of alaga is a deep expression of devotion, tenderness, and genuine concern that binds communities and families together. ‘Alaga’ embodies the Filipino spirit of nurturing with love and selflessness, reminding us that every act of care, no matter how small, holds the power to transform lives.
Building on this rich heritage, Unilab’s ‘ShareTheAlaga’ campaign goes beyond just a promotional effort. I see it as a heartfelt celebration of their 80th anniversary and a shared vow with Watsons to uplift everyday wellness among Filipinos. It’s a reminder that caring—true caring—can spark meaningful change, one small act at a time. This is the same way Unilab enriches our lives one product at a time.
Legacy of Genuine Care
“We’re celebrating 80 years rooted in more than health products—we’re about our promise to stand by every Filipino in their journey toward better health and a more fulfilling life,” shares Mr. Backy Baquiran, President and CEO of Unilab. “Our core values of Husay (excellence), Malasakit (genuine care), and Bayanihan (collective spirit) continue to define us. It’s about being there, with compassion, in every step of their wellness journey.”
Making Care Personal with Watsons
Partnering with Watsons—a trusted health and beauty retailer in the country—‘ShareTheAlaga’ brings care closer to Filipinos through thousands of stores and robust digital platforms. Every touchpoint is designed to be personal: from trusted pharmacists providing guidance, to beauty ambassadors making someone feel seen, and digital promos that give real value.
Expect More Moments of ‘Alaga’
In the coming weeks, look forward to exclusive and meaningful ways to experience ‘Alaga’ at Watsons:
• All Out Alaga Day – Php80 off for every Php500 purchase plus 80 Watsons points
• Watsons Club Exclusive – 80 winners of Php8,000 nationwide
• Quarterly Raffle & Special Bundles — featuring brands like Myra, Celeteque, Enervon, and more
• Medical Missions Nationwide — Join us in promoting health through Unilab x Watsons Mobile Medical Missions across key cities
Rooted in True Service
“Our goal is simple—deliver what truly matters: quality health, trusted wellness products, and a service that genuinely cares,” says Ms. Joweeh Liao, Watsons Philippines Director. “This campaign takes ‘alaga’ to a new level—bringing to life the essence of looking good, doing good, and feeling great—all born from genuine care.”
A Movement Born from Heart
As this initiative is launched, it is Unilab’s hope that ‘ShareTheAlaga’ transforms from a message into a movement. This refers to a movement inspired by the Filipino spirit of caring so powerful it can ignite change. After all, because caring isn’t just what Filipinos do, it is who we are.
The event was filled with inspiring messages from leaders of Unilab and Watsons, who reaffirmed their commitment to this cause of care and wellness. The presence of Unilab and Watsons’ leadership during the media discussion made the launch even more special. The panel featured Mr. Backy Baquiran, Unilab President and CEO; Ms. Joweeh Liao, Watsons Philippines Director of Finance, Property Development, and Health Business; Mr. Alex Panlilio, Unilab Corporate Vice President and Head of Sales and Customer Development; Ms. Ning Sevilla, UL Skin Sciences Head and Operating Vice President; Mr. Frank Patricio, Watsons Philippines Assistant Vice President Trading Beauty; and Ms. Zyra Tinio-Obias, Watsons Philippines Assistant Vice President for Beauty Business.
Furthermore, other Watsons Philippines executives also attended the event to demonstrate their strong support. These included Ms. Kim Reyes, Director of Beauty Business; Ms. Sharon Decapia, Senior Assistant Vice President for Marketing Communications, Public Relations, and Sustainability; Ms. Darcy Co, Group Category Manager of Trading Health; Ms. Deena Santos, Group Senior Manager of Customer Relations Management; Ms. Lexie Coloma, Senior Manager of Corporate PR & Sustainability; Mr. Dharell Fontanilla, Senior Marketing Manager of Watsons Health and Beauty; and Ms. Iza Santillian, Senior Manager of Online Business.
In addition, Unilab leaders Mr. Jan Evangelista, Operating Vice President and Head of Unilab Consumer Health, and Ms. Maria Merza C. Alejandrino, Corporate Vice President and Head of the Professional Healthcare Group, also attended the event to reinforce their strong support for the campaign.
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