Priceline Pharmacy has unveiled a new visual identity that reflects the retailer’s refreshed brand strategy, focusing on providing health expertise and beauty experience, underpinned by exceptional value.
The brand positioning puts pharmacists at the heart of their local communities where they play a critical role in supporting their customers feel great from the inside out and the outside in.
Beginning more than 40 years ago as a single store in Highpoint, Victoria, Priceline has over the decades become one of the largest health and beauty retailers in the country, boasting more than 470 outlets across Australia.
In 2002, the first Priceline Pharmacy opened in Pakenham Victoria and in 2008 a major rebrand was undertaken with all livery and stores featuring an iconic pink look and feel.
This refresh takes those iconic elements of the current brand – the pink colour and the iconography – and modernises both elements: a new pink logo features a stylised ‘hearts forming a cross’, with the green cross synonymous with pharmacy as a community health hub.
"This rejuvenation of the brand reflects our position as a leading health and beauty retailer with new and exclusive products and exceptional Pharmacist-led services," said Wesfarmers Health head of retail marketing, Corrina Brazel.
"Nobody else in the market offers the combination of health expertise and beauty experience – at an affordable price point – that Priceline Pharmacy does."
"We’re known for our network of 1400 Pharmacists and we also have Beauty Advisors in every store who are highly trained and skilled, so that customers are given a high level of service," said Brazel.
Priceline Pharmacy recently announced new product brands launching including Bubble, Innisfree, Yours Only and many other range and product extensions.
Its Sister Club program is going from strength to strength and now boasts more than 9 million members making it Australia’s largest health and beauty loyalty program.
The new brand features in all marketing assets from October 30th, with some stores featuring updated external signage with the new livery. Full store conversions will begin in early 2025.
You can shop via Priceline, here.
Image credit: Supplied/Priceline
