Will Ashley's sweet confession at BW Women PLS Launch

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!’

- By DENICE SY

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 the 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.

Backstage, the boy-next-door

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.