Priceline and Pacific Magazines are partnering to launch a beauty campaign that celebrates the diversity of Australian women.
You Beauty launches today and will run throughout May in a handful of Pacific Magazines' titles including Marie Claire and New Idea. It will also be supported by Channel Seven’s Sunrise.
The campaign also includes print, online, broadcast, social media executions, public events, in-store activations, catalogues and consumer promotions.
The campaign hinges on the fact that one in four Australian residents are born outside Australia, and one in four have one or both parents born overseas. It is about representing and celebrating all Australian women.
Mark O’Keefe, general manager of marketing at Priceline Pharmacy, said: “The You Beauty campaign is an initiative which celebrates the rich diversity of our customers. We are Australia’s biggest beauty playground with an offer that includes 724 foundation shades, 1,525 moisturisers and 469 hair colours and the in- store support of our trained beauty advisors means we can truly meet the beauty needs of all our customers.”
“The partnership with Pacific Magazines gives true depth to our campaign and the collaboration together has been a benchmark for future activities.”
Priceline will promote You Beauty through its own channels including emails to customers, Facebook, Instagram, YouTube, Pinterest and Twitter.
Gereurd Roberts, commercial director at Pacific Magazines, said: “We are thrilled to be partnering with Priceline Pharmacy on a campaign that recognises and empowers Australian women. You Beauty will leverage the influential reach and exceptional relationship the Pacific Magazines portfolio enjoys with Australian women, and the unique role our brands and their multiple touchpoints play in inspiring them."
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