Every child deserves a childhood filled with smiles. But for children born with cleft lip and palate, making that possible can take a community. Beyond the physical challenges, some children experience teasing and bullying, which can affect their confidence and willingness to interact with others.
For 13 years, Watsons Philippines has partnered with Operation Smile Philippines to help children access the cleft care they need. From October 5 to 9, the partnership continued with its 36th surgical mission in Cebu, bringing free cleft surgery and comprehensive care closer to children and families from Cebu and nearby provinces.
Bringing Care Closer to Filipino Families
Held at Cebu City Medical Center, the mission brought together more than 100 volunteers, including Watsons employees from Manila and Cebu, AS Watson Hong Kong volunteers, and Operation Smile Philippines medical teams and volunteers.
“At Watsons, our purpose is to help people look good, do good, and feel great. Through our partnership with Operation Smile, our mission is to help more children receive the care they need and smile with greater confidence. Every child deserves the chance to enjoy childhood, make friends, and feel comfortable being themselves. This is what our commitment to uplifting the health and well-being of the communities we serve is all about,” said Alisandrea Coloma, Senior Manager for Sustainability and Corporate PR, Watsons Philippines.
Families from Cebu and nearby provinces were assessed for free cleft surgery, helping address financial, geographic, and logistical barriers to specialized care. Support also extends beyond surgery, with patients receiving post-operative care and follow-up services such as speech therapy, nutrition, dental and oral health, and psychosocial support, depending on their needs.
People at the Heart of the Mission
For Watsons, employee volunteerism also gives people an opportunity to better understand the communities they serve.
“Experiences like this remind us that caring for our communities goes beyond the products and services we offer in our stores. Through volunteerism, our employees gain a deeper understanding of the needs of the families we serve. It also reinforces the importance of education and health advocacy, including helping expectant mothers understand the role of proper nutrition and encouraging them to seek guidance from healthcare providers,” said Maria Adelfa De Ramos, Director for National Sales Operations, Watsons Philippines.
Watsons volunteers supported activities including assessment, registration, patient and family briefings, post-surgery guidance, and reminders on proper wound care and hygiene. They also helped distribute hygiene kits to support children during their recovery.
“Coming to Cebu and being part of this mission gave us the chance to step outside our usual roles and contribute alongside our colleagues in the Philippines and the Operation Smile team. Seeing everyone come together reminded us that we can all help create a positive impact. For me, it is meaningful to know that the time and skills we contribute, even in small ways, can help make someone’s journey a little easier,” said Mike Wong, Assistant Group Supply Chain Manager, AS Watson.
13 Years of Giving More Children a Reason to Smile
Watsons Philippines and Operation Smile Philippines began their partnership in 2013. Since then, it has grown from supporting medical missions to engaging employees and customers through initiatives such as Give A Smile. To date, the partnership has supported 2,689 cleft surgeries for Filipino children.
In 2026, Watsons is supporting 185 surgeries, aligned with the 185th anniversary of AS Watson, Watsons Philippines’ parent company.
“Our partnership with Watsons has helped us reach more children and families who need access to cleft care. We share a commitment to health and well-being, and we believe every child deserves the opportunity to smile, grow with confidence, and reach their full potential. We look forward to continuing this partnership and reaching more communities across the Philippines,” said Miriam Delos Santos, Executive Director of Operation Smile Philippines.
For Watsons, the partnership also shows how care can extend beyond its stores, bringing together its people, partners, and customers to make a difference in the communities they serve.
A Smile Customers Can Help Give
Customers can also support Operation Smile Philippines through Operation Smile donation cans at participating Watsons stores, proceeds from Watsons’ ₱1 paper bags, and by donating their Watsons Club Rewards points to the cause.
Every contribution can help more children access the cleft care they need, opening the door to greater confidence to speak, play, learn, and connect.
Because behind every smile is a community of people who chose to care. Let’s Do Good Together!
About Watsons Philippines
Watsons is the flagship health and beauty brand of A.S. Watson Group, the world’s largest international health and beauty retailer. Today, the company operates in over 16,900 stores across 12 retail brands in 30 markets, employing 130,000 people globally.
In 2002, AS Watson Group joined hands with SM, the Philippines’ leading shopping mall developer. The partners brought about the first Watsons stores in SM Megamall and The Podium (Ortigas) and has since seen rapid growth. Today, Watsons operates more than 1,200 stores in the Philippines (as of January 2025).
Watsons strives to ensure that its customers get the best value for their money through monthly promotions, special offers, and continuous consumer marketing programs. Each Watsons store houses nothing but the best brands from top manufacturers all over the world and also carries its own competitively priced, high-quality private labels and brands. With more than 1000 brands ranging from medicines, cosmetics, and fragrances to personal care items and general merchandise, Watsons Your Personal Store delivers only the best health, wellness, and beauty solutions to each and every customer.
