Beauty was big on the agenda at Priceline Pharmacy’s new flagship store in Camberwell, Victoria, which officially opened today.

The store had a soft opening of its beauty section in April, with the dispensary opening in May.

One of the store’s first customers was Camberwell local and Priceline Ambassador Chrissie Swan, who also cut the ribbon at today’s grand opening.

The look and feel of the store is designed to make customer navigation easy.

The key Beauty and Health zones feature unique colourways to create a stimulating yet straightforward shopping experience.

Beauty Advisors play an enhanced role and deliver complimentary beauty consultations in the store.

Expanded product ranging showcases beauty brands such as Estée Lauder and Clinique, as well as a greater focus on nutrition and wellbeing, with low-calorie diet program Be Fit Food meals in the freezer.

“I love this new store and can hand on heart say I’ve never seen a pharmacy like it,” Chrisse said.

“It’s modern and bright, advice is easy to find, and the range of beauty and health products is next level. I dare you to walk into Priceline Pharmacy Camberwell to simply have a script filled or replace your mascara – this store is a destination for total wellbeing and you can bet your sweet bippy I’m thrilled it’s in my life.”

The store also features new technology such as self-serve and Click & Collect checkouts.

Priceline Pharmacy General Manager Andrew Vidler said: “Priceline Pharmacy Camberwell has been 12 months in the making and a labour of love for our dedicated, cross functional project team. We call it our ‘next concept store’ because, to create it, we had to strip away our preconceptions of what a pharmacy is, and consider what a pharmacy could be. We started by envisioning how we’d like our customers to feel when they step into the store and how we could genuinely improve their wellbeing and that of their loved ones.”

Improving Pharmacist accessibility was a key objective. Camberwell’s Pharmacists are positioned in the centre of the store – not behind a dispensary counter – at advice pods offering 360-degree patient access. The dispensary is manned by Dispensary Technicians while a robot performs routine dispensing.

Andrew said the new store is an opportunity to test and learn.

“Our intention is to trial the various concepts within Camberwell and, once we know which moments of care resonate with our customers and strengthen the relationships we build with them, we’ll introduce the concepts into our other stores.”

Video from the opening below:

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