After seeing such major success of The Quick Flick’s original brow range in their stores, Priceline approached the brand’s founder Iris Smit to create a new range exclusively for its stores, which hit shelves on Tuesday, April 4.
Speaking with Retail Beauty at Priceline Pharmacy’s 10th bi-annual signature health and beauty tradeshow event, The Beauty Prescription Live in Sydney, Iris said she had already amassed more than 160,000 customers on the waitlist.
Iris said Priceline approached her to create a range of two brow products – the Quick Brow 2 in 1 Tinted Brow Lamination Gel and the Quick Brow 2 in 1 Brow Pencil and Liner – with each available in three shades – light, medium and dark – totalling six SKUs.
The Quick Flick’s Eyeliner Stamp went viral soon after launching in 2018 and the brand expanded into brows after launching Quick Brow Sculpting Lamination Gel last March.
The collaboration was a natural next step for Priceline’s cosmetic buyer Michelle O’Shea, after seeing the success of the range in store.
“Michelle was very encouraging of us extending the brow range as exclusive lines with Priceline and has been very collaborative and inspirational to work with,” Iris said.
“She really understood the brand’s vision and the importance of supporting Australian beauty brands and new innovation to market. It’s an honour and a career highlight to have a retailer like Priceline approach us to design an exclusive line to meet their customer wants. It’s every entrepreneur and product designer’s dream.”
An additional 58 brands – including 19 exclusive brands – were showcased to more than 200 media and influencers at The Beauty Prescription Live, including cult Japanese brand Hada Labo.
The Lotion No.1 Super Hydrator Serum sold out four times in the first three months after launching in Australia in 2022 and now the brand is expanding its Aussie footprint, having recently launched the Super Hyaluronic Acid range into 470+ Priceline stores.
Priceline Pharmacy General Manager Andrew Vidler said the company was thrilled to continue to offer customers great value products from the world’s leading health and beauty brands.
“Consumers of all ages are demanding quality health, beauty and wellness products that deliver results without hurting their wallets,” he said. “With new and exclusive brands like Everyday by Frank Body, tbh Skincare and Software Skin joining the Priceline family, we continue to reinforce our position as the health and beauty destination for Australians.”
Priceline Ambassador Chrissie Swan spoke about positive ageing, in line with Priceline’s ‘I’m me’ Autumn campaign.
“I’m 49 and it turns out that’s exactly the age Australian women start to feel invisible*. What I adore about working with Priceline is that every woman, no matter her age, can feel seen, valued and inspired to be uniquely herself when shopping in their stores,” Chrissie said.
At the event, Priceline Hair & Makeup Director Sarah Laidlaw reflected on her experience of working with older women.
“When women are between the ages of 55 and 70 they can often go out of their way to make themselves invisible on purpose, in my experience. When I’m doing makeup for women in this age group, I love encouraging them to play with makeup again and feel confident to step forward and be visible in their life. Beauty is about being authentic and showcasing your best features. Let’s give ourselves permission to use beauty products for fun.”
* Survey of 1,025 Australian women aged 40+, undertaken in January 2023 by YouGov
Images from The Beauty Prescription Live below:
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