Priceline’s The Beauty Prescription [LIVE] media event is welcomed by the beauty writers for its offer of stats and access to the brand founders, representatives and ambassadors, all under one roof.
This autumn the program included:
- An exclusive panel session featuring Ian Thorpe for BLAQ, Tim Robards for Handsome Men’s Skincare and Blair James for Bondi Sands
- A presentation outlining the retailer’s best-selling products over the last six months as well as what’s on at Priceline Pharmacy over the next six months
- Access to Priceline Sisters Ita Buttrose and Sam Harris. A chat with Priceline Pharmacy Hair Director, Kenneth Stoddart and the new Makeup Director, Sarah Laidlaw who talked through the trends for VAMFF runway
- A trade show with 60 of Priceline’s key brands including Face Halo, Models Own, NYX Professional Makeup, Bourjois, Bondi Sands, Luma and Glow Lab
Gabby Tully – National Manager – PR, Events & CSR – is the conductor of this multi-touch-point event and kicks off the formalities with an on-stage welcome that always raises a giggle. This time it was presenting a tongue-in-cheek vlog from Priceline Pharmacy CEO, Richard Vincent, clad in a pink towelling bathrobe talking through his favourite products – from lipsticks to nail varnishes to cosmetics brushes.
Chatting with the GMs
Tamalin Morton – Priceline Pharmacy General Manager and Cathy Seaholme, Priceline Pharmacy General Manager Retail Operations sat down with esprit and talked through key thoughts on the business going forward.
We will continue to focus on the customer through the member-based Sisterclub, says Tamalin. “We leverage our customer understanding to provide a compelling offer. Through our Trend Trips, our Trade Partnerships and our abilities to innovate all pulled together we can offer our customers a true point of difference and we do this with exclusives, fresh brands and favourites, profiling interesting innovations and technologies.”
Referencing the critically influential role of the Beauty Advisors, Cathy tells us that many of the Priceline Pharmacy BAs have a background in beauty and love being in the beauty space: “Face to face training through our Beauty Academy and Skincare Academy brings the BAs together to experience the products. We do trade shows with the brand partners. The BAs want to know the background of the brands. With some 18,000 skus there’s a lot to take in, but it’s all part of providing the right level of service”. Incentives for the BAs include playing a role in special events such as VAMFF (Virgin Australia Melbourne Fashion Festival) where they run makeup stations in pop-ups. Broadening the service offer Priceline Pharmacy pharmacists are also being trained in recommending the right skincare for customers.
“Top line beauty direction: continuing to focus on differentiation, new, exclusive, latest, first-to-market and stimulating that appetite in consumers – demonstrating our authority as the place to keep coming back to”, says Tamalin. “Great value, service, advice and/or engagement – driving the understanding in consumers’ minds that ‘there’s going to be something (at Priceline) for me’ – we have such a massive amount of skus, they have a reason to return time and again”.
New BA incentives are being created to drive the right behaviour – for example: win a trip to Singapore with X brands and visit their innovation centre.
TOP SELLERS IN 2017
COSMETICS
- MAYBELLINE Master Precise Liner in Blackest Black – 94k units sold
- NUDE BY NATURE Mineral Cover (Medium)
- RIMMEL Stay Matte Pressed Powder (Translucent)
- AUSTRALIS Banana Powder
- MAYBELLINE Fit Me Concealer
SKINCARE
- SIMPLE Cleansing Wipes Twin Pack 50 wipes – 190k units sold
- BIORE Deep Cleansing Charcoal Pore Strips 6 pack
- GARNIER Micellar Cleansing Water 400ml
- FREEZEFRAME RevitalEYES
- GARNIER Micellar Cleansing Water 400ml
HAIRCARE
- FUDGE Clean Blonde Violet Toning Shampoo 300ml – 230k units sold
- FUDGE Clean Blonde Violet Toning Conditioner 300ml
- SCHWARZKOPF Extra Care Super Styling Lacquer Extreme Value Size 500g
- TRESEMMÉ Styling Mini Hairspray Extra Hold 75g
- TRESEMMÉ Heat Tamer Protective Spray 300ml
FRAGRANCE
- GUESS Seductive EDT 75ml – 31k units sold
- BEYONCÉ Heat Rush EDT 100ml
- KATY PERRY Meow EDP 100ml
- BECKHAM Beckham Signature Men EDT 75ml
- JIMMY CHOO Jimmy Choo EDT 40ml