PRICELINE Pharmacy has successfully trademarked the magenta Pantone, joining a prestigious club of iconic brands in Australia that've secured trademarks for their signature colour, including Cadbury, Tiffany, and Australia Post.
The health and beauty retailer was established in 1982 and turned to its recognised shade of pink during a rebrand in 2008.
Priceline General Manager, Andrew Vidler, said pink is now part of the brand's DNA.
"For over 40 years, Australians have trusted Priceline for its inspired range of health and beauty products, delivered with real, classic care.
"The magenta Pantone was originally selected to ensure our shopfronts stood out in the marketplace and to communicate that our brand was for women and everything that was important to them.
"It became clear that the pink colour stirs a deeper connection in our customers and store teams, who associate it with being accepted, feeling better and experiencing a touch of magic.
"We wanted to bottle that," he said.
The trademark registration prevents businesses in certain classes from using similar Pantones to promote goods or services.
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