Priceline makes fashion move

Priceline Pharmacy on Thursday launched a range of limited edition Finders Keepers and Misha Collection cosmetic bags in its first-ever fashion collaboration.

The collection will be available in 475 stores across Australia and online from 28 February, and is part of the retailer’s sponsorship of the Virgin Australia Melbourne Fashion Festival (VAMFF).

Priceline Pharmacy’s general manager of marketing Brad Whatmough described the collaboration as a strategic move that would enable the retailer to reach different customers and strengthen its reputation as a destination for beauty lovers.

“Priceline Pharmacy believes fashion and beauty go hand-in-hand which is why we are about to embark on our fifth year sponsorship of VAMFF,” he said.

“This year we wanted to bring to life VAMFF outside the actual festival and have partnered up with two esteemed designers, Misha Collection and Finders Keepers, to create exclusive cosmetic bags for our customers.”

The VAMFF sponsorship is part of Priceline’s wider Festival of Beauty campaign, which launched on Thursday, and aims to position the pharmacy as the ultimate beauty destination in Australia.

The campaign will see Priceline’s skilled in-store beauty advisors offering complimentary express beauty services to help customers enjoy the runway trends from VAMFF in real-time.

Priceline’s aim to become a top beauty destination in Australia saw the retailer collaborate with makeup artist Napoleon Perdis in August on a line of affordable, prestige makeup products.

Despite the collapse of the Napoleon Perdis business last month, the company’s administrators said last week that the brand’s partnership with Priceline “continues to thrive”.

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