Priceline house brands
August 20, 2013
Priceline Pharmacy has
rebranded and extended its vitamin
range, BioSource, and later this year
will introduce suncare and haircare
products to the Models Prefer
range, as part of its strategy to
grow its house brand portfolio.
The Models Prefer cosmetics line
is already among the top ten bestselling
cosmetics brands in Priceline
Pharmacy stores and BioSource is
expected to perform similarly well.
Stephen Roche, CEO and MD of
API said, “Developing our house
brand portfolio has been a focus
for us in recent years, both because
we know consumers are looking
for quality, affordable products in
the health and beauty categories,
and because of the greater financial
benefits these brands offer our
franchise partners.
“Since we have full control over
the development of these products,
they offer a better margin for our
franchisees, and we’ll continue to
invest in them for the benefit of
those in our store network.
“BioSource is already off to a
great start, and we’re adding to the
Models Prefer range with suncare
and haircare ranges later in the
year,” said Mr. Roche.
The relaunch of BioSource comes
as Priceline releases the results of
its Annual Health Survey, which
found that although two thirds of
Australians believe that vitamins
and supplements provide overall
benefits for health and wellbeing,
only one in two people actually
take them.
According to the research, 40% of
Australians who take vitamins take
2 or 3 different ones every day and
almost half (48%) of Australians
take a multivitamin daily.
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