AMCAL has launched into the pharmacy retail beauty space with its new Amcal Ultra concept stores, while also leaning into the brand's heritage.
Ultra Beauty first launched in 2018 as a shop-in-shop experience at fellow Sigma chain Chemist Warehouse, focusing on premium brands.
At the official unveiling of its Northland store in Melbourne last night, Tony Bassaly, Amcal General Manager Franchise Brands, told Pharmacy Daily more about the concept and the thinking behind it.
"The Amcal Ultra concept allows for an elevation with high end fragrances, cosmetics and skincare," Bassaly said.
"It's a play in that space that Amcal didn't have the opportunity to play in before," he added.
Bassaly explained that the stores chosen for the concept will generally be in shopping centres with high traffic flow, and will also need to be an appropriate size.
"For this to work, we need the space to make sure the shopping experience is 100%.
"We'll be rolling out as many of these as we can, and our aim is to get them in every state and territory in Australia."
He explained that the service side has always been strong with Amcal, but the feeling was that the retail arm is where the brand can be strongest and contribute the best.
"It's going to be a long journey, but the path's clear on what's needed to be leaders in the industry again," Bassaly said.
He also talked about the reinvigoration of Amcal's traditional branding.
"We're basically wanting to pull from the fabric of Amcal over the last eighty years, so if you walk through this store, you'll see the messaging, 'Just ask', and 'For you, for life', Bassaly pointed out.
"We're paying homage to the past of Amcal, and making sure we extend our product range alongside of our services."
Also featuring in the new store concept is branding and content aligned with the Gen Well TV program now showing on Foxtel's Lifestyle Channel (PD 17 Apr).
The 10-part weekly wellness series looks at how families can take meaningful steps to improve their overall health, supported by psychologists, instructors, academics, health practitioners and Amcal pharmacists. KB
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