Priceline Pharmacy is set to launch its “I’m me” autumn campaign, fronted by Ambassadors Chrissie Swan and Ita Buttrose, to celebrate positive ageing across its 470+ stores around the country.
The “I’m me” campaign follows new nationwide research by YouGov on behalf of Priceline Pharmacy, which found that more than two in five Australian women aged 40+ feel invisible.
The research also found the place most women feel invisible/ignored is shopping in retail stores (41%).
In order to deliver best class age-positive customer service, Priceline Pharmacy ambassador Ita Buttrose will take on an expanded campaign role, appointed Positive Ageing Chief to educate and inspire Priceline Pharmacy employees with age positive tips and training.
Buttrose’s six-week video training will be posted to a dedicated positive ageing channel on Priceline Pharmacy’s digital internal communications platform WorkJam. The training and tips will be available 24/7 for team members to access.
Buttrose says, “Growing older and more experienced won’t really be “in” until we see more representation, and acceptance, which is why it’s so important we value women of all ages.
“I’m thrilled to contribute to the growing positive ageing movement and to be able to share my experiences and advice with the Priceline Pharmacy team members who really are on the front line when it comes to making Australian women feel visible.”
Priceline Pharmacy General Manager Andrew Vidler said, “At Priceline Pharmacy, we have always understood the important role a pharmacy plays within the community. We believe no one should ever feel invisible, disconnected, or unimportant. Our 2023 autumn campaign “I’m me” is about celebrating acceptance, inner confidence, and positivity and equipping our store teams with age positive training to continue to deliver real, classic care to our communities,” Vidler says.
“I’m me” runs from Thursday 23 February to Wednesday 12 April across Priceline Pharmacy stores nationwide and will come to life in-store through multiple touchpoints.
- YOU magazine featuring Alison Brahe-Daddo’s menopause story, plus autumn skin, beauty, hair and wellness essentials.
- Select in-store demonstrations with experienced Beauty Advisors.
- Online masterclass for Priceline team members with Priceline Hair and Makeup Director Sarah Laidlaw, showcasing over 30 years of trade secrets.
- Consumer competition to win a $10,000 Luxury Escapes voucher and hundreds of instant win prizes. Customers can enter by making an eligible purchase of $10 or more in store or online, visiting pricelinecelebratesyou.com.au and selecting their descriptor word for their chance to instantly win as well as enter the draw to win a $10,000 holiday.
About the Research
All figures, unless otherwise stated, are from YouGov Plc. Total sample size was 1025 women. Fieldwork was undertaken between 18 – 22 January 2023. The survey was carried out online. The figures have been weighted and are representative of all Australian women (aged 40+).