Priceline tackles menopause stigma in campaign via Houston, Optimo and Chocolate Studios

October 1 2025, 1:43 pm | BY Ricki Green | No Comments

Priceline Pharmacy has launched Anything Menopause, the first nationwide retail health program dedicated to menopause via Houston, Optimo and Chocolate Studios.

 

The integrated program positions Priceline Pharmacy as Australia’s go-to destination for menopause support, combining Australian-first national training for Pharmacists and Pharmacy Assistants in partnership with Jean Hailes for Women’s Health, in-store consult rooms, curated product zones, a digital education hub and a full creative and media rollout.

Creative is supported by national TVC, BVOD and streaming, out of home advertising, radio, PR, social and influencer activity and search engine marketing, marking a bold step in reframing menopause as an everyday health conversation. Priceline Pharmacy is also the headline sponsor of the Sydney production of Menopause the Musical.

The launch includes the release of new national research conducted by YouGov, highlighting the knowledge gap the campaign seeks to close:

• Two in five (40%) women experiencing menopause don’t feel confident in their understanding of the symptoms and health impacts of menopause.
• Half (50%) of Australians say they haven’t been taught about menopause or don’t know who or where to turn to for support
• The average Australian can name only 7 of 34 known symptoms, with 1 in 6 (17%) Australians unable to name a single symptom.

To address this, Priceline Pharmacy will have menopause-trained team members available for discreet, personalised advice, supported by cross-brand initiatives across Wesfarmers Health including InstantScripts telehealth consults, SiSU Health Stations and menopause-specific skincare ranges from AestheticsRx.

Says Corrina Brazel, General Manager Marketing, Wesfarmers Health: “With Anything Menopause, we’re positioning Priceline Pharmacy as the retail health leader in a space that has historically been underserved. This is more than a campaign – it’s a long-term brand commitment backed by training, education, product innovation and most importantly genuine care across Wesfarmers Health. By normalising the conversation and providing tangible support, we’re aiming to create meaningful change.”

To find out more, visit www.priceline.com.au/anything-menopause

Priceline Pharmacy
Corrina Brazel – General Manager Marketing
Grace Eadie – Head of Marketing
Hannah Crosby – Marketing Specialist, Health
Brooke Thomas – Marketing Manager
Ivy Huynh – Marketing Coordinator

Houston Group
Kyle De Raedt – Group Account Director
Gabriella Bore – Account Director

Optimo
Chelsea Parkinson – Chief Executive Officer
Paul Mosley – Creative Strategist
Tracey Soutar – Account Director

Chocolate Studios
Dave Ellis – Managing Director
Isabelle Thomas – Head of Production
Ollie Manton – Director of Photography