“Don’t wait until you look like you need it.”
That was James Deakin’s advice at the Watsons Bro Hub, where men across generations came together this week to talk grooming, confidence, and the humble bar of soap.
“You only have one face, one body, you can’t mess around with it,” the television host said. “Looks and how you take care of yourself can open doors, whether you’re an influencer, on camera, or just walking into a job interview. People see discipline in how you present yourself. How can you convince someone you can handle bigger responsibilities if you can’t even take care of yourself?”
Deakin’s words was probabbly what the five-day event, which runs through Sept. 6 at the SM Mall of Asia Atrium, wanted to convey. It’s Watsons’ first campaign dedicated entirely to men’s care and grooming. The Bro Hub includes workshops, product showcases, and a raffle, with three Nintendo Switch 2 consoles and 10 Watsons duffel bags filled with grooming essentials up for grabs.
Also during the Bro Hub media event, Gen Z social media personality Paco Berba admitted skincare once left him overwhelmed.
“In the past, I’d just suddenly cover my face, and when asked what skincare I used, I’d say, ‘All of a sudden? All of a sudden?’” he said with a laugh. His tip for teenage boys: begin with the basics. “Start with what you’re comfortable with—maybe a good haircut, deodorant, or a new hair wax. From there, move to facial care. Ask friends who already have a routine. It doesn’t have to feel like a huge fountain overflowing all at once.”
Smart-working yuppie Gabby Salvador shared a similar journey. As a teen, his idea of self-care was using a single bar of soap for everything. “As long as I started with the head and not the feet, I thought it was fine,” he said.
or deodorant, and gradually
incorporate facial care
His twin brother, a future dermatologist, changed that. “He taught me how important proper skincare is. I felt more confident once I put in the effort. You know what that’s called now? Raising the bar — the bar of soap.”
Athlete and coach Paolo Javelona recalled the ’90s, when facial wash for men barely existed.
“It was just soap,” he said. Today, with fatherhood, basketball and coaching filling his schedule, he calls self-care an investment. “My body is literally my source of income. Exercise, gym, skincare—they’re all part of the same package. At the end of the day, you have to present yourself well. You can’t pour from an empty cup.”
Rounding out the talks was Dr. Neil Isaguirre, who reminded men that skincare is no longer exclusive to women.
“Start with something gentle for your face. Pick a product you can commit to, because results don’t happen overnight. It usually takes around six months before you see real changes,” he said.
The Bro Hub features 36 brands, including household names such as STR8, Old Spice, Gillette, Rexona Men, Nivea Men, Axe and Watsons Brand. New players like Garnier Men, American Crew, Maverick, online favorite CAMOU and South Korea’s Grafen are also on display, alongside BIC, Irish Spring, Bench, Penshoppe, Oxygen, Hairworks, Luxe Organix, Gatsby, Freshmen and more.
The event underscores Watsons’ effort to broaden men’s access to grooming products. Beyond the pop-up, the retailer carries a wide selection of men’s care across 1,100 stores nationwide, as well as through its app and website. Features such as Click & Collect and Express Delivery make the process easier, while Watsons Club membership offers exclusive perks and promos.
For the men on stage, though, the real takeaway was simple: grooming is confidence. And as Deakin put it, the best time to start is now—not when the mirror tells you it’s too late.
