After more than 40 years in the Australian market, Priceline Pharmacy will undergo a new visual identity that reflects its’ refreshed brand strategy. The strategy will fixate on providing health expertise and beauty experiences that are underscored by exceptional value.

The macro-scale refresh maintains iconic elements of the current brand yet also modernises it. There is a new pink logo that featured stylised ‘hearts forming a cross’, with the green cross synonymous with pharmacy as a community health hub.

“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,” said Wesfarmers Health’s Head of Retail Marketing, Corrina Brazel.

Since its initial opening in 1982, Priceline Pharmacy has become one of the largest health and beauty retailers in Australia. It hosts more than 470 outlets nationally and has over nine million members in its Priceline Sister Club.

“We’re known for our network of 1400 Pharmacists and we also have Beauty Advisors in every store who are highly trained and skilled, so that customers are given a high level of service,” said Corrina.

Priceline’s refreshed brand strategy also aligns with the new product brands that are launching in the retailer including Bubble, Innisfree and Yours Only.

All new brand features were officially updated on October 30 in select stores. Full store conversions will commence in early 2025.

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