Australia’s leadinghealth and beauty retailer, Priceline is celebrating its 40th birthday by reflecting on four decades of meeting the health, beauty and wellness needs of Australians.

Opening its first store in Highpoint, Victoria in 1982, Priceline quickly became the go-to destination for beauty and personal care essentials. In 2002, the brand challenged the status quo by combining beauty retailing and community pharmacy to open the first Priceline Pharmacy in Pakenham, Victoria.

Today, there are more than 470 Priceline and Priceline Pharmacy stores nationally employing over 7,000 people.

In 2008, the company unveiled a new brand identity, replacing red branding for the magenta hue recognised today. The colour pink was designed to speak to Priceline’s female customer. Such gendered positioning was unconventional at the time for retail pharmacy, but with a customer base well over 90% female.

In 2011, the Priceline Sisterhood Foundation was launched and to date it has raised more than $8.65 million for charities supporting women and their families. Priceline also supports women and children in sport as the official health partner of the MiniRoos, and sponsor of Football Australia’s Matildas and W-League, and the AFLW’s Western Bulldogs.

The six-week birthday campaign features Chrissie Swan in media that spans free-to-air television, social media, online video, as well as Priceline’s extensive network of owned assets including its Sister Club to communicate both brand and key product offers.

Priceline is engaging its customers in unique ways including launching Australia’s biggest virtual Pass the Parcel competition with $200,000 of prizes as well as experiential activities in major cities. 

Priceline Pharmacy general manager, Andrew Vidler said, “Over 40 years, our customers have grown with us, and we’ve learnt from them. Our range of products and services continues to evolve in line with what matters to Australians.

“Our plans for the future are exciting and ambitious – we’re on track to expand to 500 stores this year, our reputation for new and exclusive will be further improved, our digital capability in ecommerce, ehealth and loyalty are delivering amazing changes, and we’ll be launching a new concept store this April, which puts our pharmacists front and centre and proves our commitment to real, classic care.”