Priceline Pharmacy & Pacific Magazines launch You Beauty campaign with 'selfie' chain world record

Leading Australian health and beauty retailer Priceline Pharmacy and leading magazine publisher, Pacific Magazines, recently harnessed the excitement of a Guinness World Record attempt to kick-off the new You Beauty campaign.

The campaign is aimed at celebrating the rich diversity of Australian women and was highlighted in perfect style with a record attempt for the Longest chain of selfies (self-portrait photographs).

The event took place in May at the picturesque Botanical Gardens in Sydney, providing a fitting backdrop for the attempt, perfectly emphasising the core campaign message.

A total of 279 people stood in a line to form the shape of Australia before taking a snap of themselves, outdoing the previous record of 267 set by the students of MN 550 Class at John Carroll University, USA, the month before.

Those who participated in the record were given make-up touch-ups by trained beauty advisors from Priceline Pharmacy, helping to make the women feel great before they took their selfies.

In addition to this, leading cosmetic brands were also in attendance including Revlon (who provided make-overs for participants), L’Oreal (who offered skin and lipstick matching consultations), alongside Nicabate juice bar.

After the event, Stephen Roche, Managing Director and CEO of API, Priceline’s parent company, said: “We had a fantastic turn out today, breaking the Guinness World Record was such a highlight and is a credit to our loyal Priceline customers.”

In addition to the record attempt, there was a collection for the charity PANDA (The Post and Antenatal Depression Association) which raised a significant amount from the generous guests.

The You Beauty campaign continued running after the event throughout May and June, and engaged women from all areas of Australia with customer competitions and activations to encourage women to visit their Priceline Pharmacy stores.