Stepping into our BW Women “Pretty, PLS” launch held at SM North Edsa Annex Atrium on Sept. 28, 2025, truly felt like entering a blooming garden. We wanted the venue to reflect the freshness and playfulness of our newest innovation—the BW Women PLS Perfume Lotion Spray—and it came alive with flowers, pastel hues, and interactive experiences for our guests. PLS is our playful take on ‘Perfume Lotion Spray,’ but also a nod to how the product will leave you saying ‘pretty, please!’

Although entry was limited to invited personalities — media, influencers, content creators, and beauty queens—the excitement extended far beyond the enclosed space. I was surprised that even without public promotion, Will Ashley’s fandom had already camped outside the venue since mall opening. They came with placards and undeniable energy. It was proof of Will’s growing star power, as well as the kind of loyalty that follows him wherever he goes.

As we prepared for the program, Will arrived quietly, escorted by his team from Sparkle GMA Artist Center, namely Bem Escalante Saldajeno, senior marketing executive, and Tabs Villaruel, senior artist handler. Much like how the public saw him in Pinoy Big Brother’s (PBB) Celebrity Collab Edition, he was shy but warm, kind and approachable, greeting our brand and events staff and crew with genuine smiles.

He wasn’t overly chatty or demanding—just gracious and polite. Each time the backstage door opened and fans screamed at the smallest glimpse of him, Will would wave back, smiling in that sincere, boy-next-door kind of way. I appreciated how authentic he really is, exactly as fans had come to know him onscreen.

The moment he stepped on stage, however, a different Will emerged. Confident, charming, and playful, he owned the spotlight as he was welcomed as Blackwater’s newest endorser. His fans, including the “WillCa” loveteam supporters, erupted with cheers, holding up placards and singing along with him. Even our VIP guests—many who had only seen him on television—were swept up in the energy, waving their hands and even reaching out to him as he leaned down to greet them mid-performance.

When our event host Gayle of Monster RX93.1 asked him what he found attractive in a woman, Will thought carefully before replying with a grin: “Siguro para sa akin, kung paano niya dalhin sarili niya, kung paano express sarili niya… at kung magiging specific ako kung sino yun… charot!”

The atrium shook with laughter and screams. Then, tying it back to the brand, he added that a woman who glows and smells good stands out, sharing that BW Women’s Perfume Lotion Spray helps women radiate both qualities.

Moreover, when asked if he preferred a woman who takes care of herself or one he could care for, Will gave the answer that made every fan swoon: “Yung ako ang mag-aalaga sakaniya.”

As Chief Sales & Marketing Officer, I’ve always believed that choosing an endorser is about more than just popularity—it’s about values and alignment. Blackwater stands for everyday confidence, about owning who you are and letting that fueling your passion and drive. Will Ashley, with his humility, quiet confidence, and natural charm, embodies that message. And we see how much he is celebrated and loved for that!

He looks good, smells good, and more importantly, stays true to himself.

That’s why he is the perfect fit not just for Blackwater, but also represents what we advocate for at BW Women alongside our “Your Best Self Everyday” philosophy.

What impressed me most was that Will didn’t just perform and leave. After his stage segment, he joined our guests in exploring the event’s booths—picking up a bouquet at the Flower Bar by Manila Regalo, designing his own tote bag, getting his fluffy hat, and creating a bag tag, checking out the cotton candy station by The Dessertarian as well as testing all four of our BW Women PLS Perfume Lotion Spray variants. He picked Musk (blue) as his favorite, decorating it with gems and stickers before proudly posing with it.

Even with security officers and bouncers surrounding him, Will made time for fans. He accommodated quick selfies, smiled for group shots, and acknowledged those who had brought placards.

It was heartwarming to see how his authenticity translated into genuine connection with people, no matter how busy or crowded the moment was. I witnessed just how sincerely appreciative he was to have their support.

As I looked around the atrium that day, with fans screaming, cameras flashing, and our product being experienced in so many fun ways, the event revealed that this launch was more than just about introducing a new category-first product. At its core, it was about showcasing confidence, charm, and authenticity, qualities embraced by our attendees and effortlessly personified by Will.

At BW Women, we’re proud to be the first to launch a Perfume Lotion Spray in the Philippines — available now at SM Supermarket, Savemore, SM Hypermarket, and online through TikTok, Shopee, and Lazada. And with Will as part of our Blackwater family, we know this is just the beginning of even more exciting campaigns to come.