Sydney, October 30, 2024 – Priceline Pharmacy, a prominent name in the Australian health and beauty sector, has unveiled a refreshed visual identity. This strategic transformation, crafted in partnership with Houston Group, a leading strategic and design agency, aims to position Priceline as the “heart of health and beauty,” emphasizing the unique synergy between health expertise and beauty experience that the brand embodies. The new identity not only revitalizes the well-known pink palette and graphics but also introduces a modern logo that fuses a stylized ‘heart and cross’ with the recognizable green cross, symbolizing pharmacy as a vital community health hub.
Celebrating Health and Beauty Together
With a renewed mission to deliver both exceptional healthcare and beauty expertise, Priceline Pharmacy’s rebranding signals an exciting new era for the Wesfarmers Health retailer. “Priceline has been a major player in the Australian pharmacy market for decades,” shares Stuart O’Brien, founder and CEO of Houston Group. “It’s been an exciting process to leverage their strong heritage and evolve their positioning and brand assets to ensure continued future success.”
Priceline’s goal is to make customers “feel great from the inside out and the outside in.” Through this comprehensive brand refresh, the pharmacy chain promises to deliver unmatched service at an accessible price point, creating a space where customers can seamlessly transition from health to beauty.
Service Excellence from the Heart
Priceline Pharmacy continues to be a pillar of health support in local communities, with 1,400 pharmacists and dedicated beauty advisors in every store. Corrina Brazel, Wesfarmers Health’s Head of Retail Marketing, explains, “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.” She emphasizes that no other retailer combines such robust health expertise with beauty insights, all at an affordable price point.
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Expanding Offerings and Loyalty with the Sister Club
To complement its new identity, Priceline Pharmacy is also expanding its product lineup with sought-after brands like Bubble, Innisfree, and Yours Only. Their loyalty program, the Sister Club, continues to grow, boasting more than 9 million members—making it Australia’s largest health and beauty loyalty program.
About Priceline Pharmacy
Priceline Pharmacy, a leading health and beauty retailer in Australia under Wesfarmers Health, has become a trusted name for comprehensive care. With a national network of pharmacists and trained beauty advisors, the brand bridges the gap between health services and beauty expertise, providing exceptional service from the heart.
