PRICELINE is aiming to celebrate women of all ages and combat ageism as part of its Festival of You campaign.
The program aims to encourage a more accurate representation of women with Priceline Pharmacy Ambassadors, Ita Buttrose (pictured), Chrissie Swan, Tanya Hennessy, Sarah Jane Adams and Olivia Rogers leading the push.
As part of the Festival of You, Priceline will host a Beauty Runway for charity featuring a sisterhood of inspirational women to raise funds for the Priceline Sisterhood mFoundation at the Virgin Australia Fashion Festival.
The pharmacy group noted that market research had found just 12% of Australian women aged over 40 years felt they were accurately and adequately portrayed in the media and society today.
The data also found that older women felt like they were treated differently from their younger counterparts, with 75% saying they have experienced this in their daily lives.
Priceline Pharmacy Head of Marketing, Sophie Smith, said Priceline wanted to show that when it comes to health, beauty and wellness, it's not one size fits all.
"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," she said.
"When you walk into any one of our stores, we focus on being inclusive and welcoming.
"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."
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