F.Y.I.

Priceline Pharmacy and Pacific Magazines partner for national campaign

Priceline Pharmacy and Pacific Magazines have partnered to launch a national campaign You Beauty which celebrates the diversity of Australian women.

The announcement:

Priceline Pharmacy and Pacific Magazines today announce a national campaign, You Beauty, which celebrates the diversity of Australian women.

Almost one in four Australian residents are born outside Australia, and one in four have one or both parents born overseas, meaning half of us are 1st or 2nd generation immigrants*.

This creates a rich, multicultural landscape comprised of many unique health and beauty needs. Priceline Pharmacy and Pacific Magazines understand the importance of supporting each individual and their wellbeing. You Beauty is about representing and celebrating all Australians.

You Beauty will run throughout May and combine multiple consumer touchpoints including print, online, broadcast and social media executions, public events, in-store activations, catalogues and consumer promotions. A 32-page booklet will also appear in Pacific Magazines’ June issues of marie claire and New Idea and will be backed by a major national television campaign.

“The You Beauty campaign is an initiative which celebrates the rich diversity of our customers. We are Australia’s biggest beauty playground with an offer that includes 724 foundation shades, 1,525 moisturisers and 469 hair colours and the in- store support of our trained Beauty Advisors means we can truly meet the beauty needs of all our customers” said Mark O’Keefe, General Manager Marketing, Priceline Pharmacy.

“The partnership with Pacific Magazines gives true depth to our campaign and the collaboration together has been a benchmark for future activities,” added O’Keefe.

PricelinePharmacy will promote You Beauty via owned marketing channels including priceline.com.au, in-store, EDMs, Facebook, Instagram, YouTube, Pinterest and Twitter as well as activations with Pacific Magazines and Channel Sevens Sunrise to achieve a national footprint.

Gereurd Roberts, Commercial Director, Pacific Magazines, says, “We are thrilled to be partnering with Priceline Pharmacy on a campaign that recognises and empowers Australian women. You Beauty will leverage the influential reach and exceptional relationship the Pacific Magazines portfolio enjoys with Australian women, and the unique role our brands and their multiple touchpoints play in inspiring them.

“Supported by Channel Seven’s Sunrise, the extensive 12-week campaign will create a powerful consumer connection that celebrates women of all ages and backgrounds in Australia,” added Roberts.

Events scheduled throughout the month of May as part of the You Beauty partnership include a Guinness World Record attempt occurring Friday 16 May 2014. To complement this, PricelinePharmacy and Pacific Magazines will host Beauty Editor events at key Westfield stores across the country. Bringing the campaign to life, one-to-one sessions with Priceline Pharmacy Beauty Advisors at 375 stores and trusted advice from Pharmacists at 231 Priceline Pharmacy stores nationwide.

Source: Pacific Magazines media release

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