Ita Buttrose Stars In New Priceline Pharmacy Campaign

Priceline has kicked off a new program, celebrating women of all ages.

The new campaign, titled Festival of You, will see Priceline Pharmacy Ambassadors, Ita Buttrose, Chrissie Swan, Tanya Hennessy, Sarah Jane Adams and Olivia Rogers leading the campaign.

It follows research commissioned by Priceline Pharmacy, which found that older women feel like they are treated differently from their younger counterparts, with 75 per cent saying they’ve experienced this in their daily lives.

The research was conducted in an effort to understand how women truly feel about ageing in relation to their health, wellness and beauty. Martha Tsakalos, Psychologist at The Indigo Project, says that: “There is a contradiction which occurs as women age. On one hand, with age comes increased acceptance, confidence and positivity. But what women see day-to-day in the media and advertising doesn’t represent the way they look or feel, leading to feelings of tension and incongruence. The dissonance is quite jarring, many women feeling misunderstood, misrepresented and frustrated by the pressure of dominant media stereotyping – it just does not do justice and reflect who they ARE.”

Priceline Pharmacy head of marketing Sophie Smith commented on the initiative.

“Priceline wants to celebrate the uniqueness of all women, regardless of age or any other marker which is used to measure self-worth and value. When you walk into any one of our stores, we focus on being inclusive and welcoming,” she said.

“We have tens of thousands of products and a team of experienced Pharmacists and Beauty Advisors you can turn to when you’re looking for a solution that is right for you.”

To encourage more accurate representation of women, Priceline Pharmacy is launching Festival of You, a program kicking off on 27 February, which aims to celebrate women of all ages.

On 11 March, Priceline Pharmacy is set to host the first ever Beauty Runway for charity featuring a sisterhood of inspirational women to raise funds for the Priceline Sisterhood Foundation at the Virgin Australia Fashion Festival (VAMFF).

Showcasing the latest hair and beauty trends by Priceline’s hair and makeup director Sarah Laidlaw and outfits designed by Australian fashion designer, Effie Kats, the Priceline Ambassadors will walk alongside the likes of Poh Ling Yeow, Flex Mami, Sarah Davidson, AJ Clementine and more, taking a stand against dated representations of age and beauty.

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