Wesfarmers Health has partnered with strategic and design agency Houston Group to launch a new beauty and wellness brand atomica.
The first pilot store opened in Sydney’s Castle Towers in late 2023, where a former Priceline store was located. This conversion to atomica is the first step in planned expansion to other parts of Australia in 2025, with atomica branding to be applied across multiple physical and digital channels, for a cohesive experience that stretches from social media through to the store environment itself.
“We saw an opportunity for an affordable and accessible beauty-focused retail offer that delivers an inspirational in-store experience, featuring coveted international brands and locally-loved Australian brands,” said Corrina Brazel, Wesfarmers Health’s Head of Marketing.
“The store features Glow Advisors and the curation of brands includes Bubble Skincare, INNISFREE, The Ordinary, Milani, e.l.f, wellness brands and the hundreds of others that help our customers glow from the inside out,” she said.
Houston Group helped develop the name, strategic positioning, customer value proposition (CVP) and brand language. The development of a central strategic idea – ‘Let’s glow Australia’ – lead directly into the CVP: ‘We are for ALL of you’.
The deliberate play on words indicates the inclusivity of the retail proposition being for all Australians and also for people individually – with atomica celebrating both inner-and-outer beauty. Making sure every customer feels seen and supported to be their best and brightest self is vital to both the brand strategy and in-store experience.
The strategic elements are brought to life through atomica’s bold and creative brand identity, which has been created to represent freedom and energy. Inspired by the human atom and the fluidity of beauty, the design emphasises inclusivity – which is reflected in the authentic logotype and the ‘a.’ symbol. The brand’s colour palette features hues of maroon and orange, with soft pinks and blues. Coupled with the shape systems, the overall design creates a vibrant and unexpected look.
“atomica celebrates the uniqueness of each person, while embracing the shared humanity that makes us all beautiful, it is an embodiment of the dynamic energy and limitless potential of every individual,” said Alex Toohey, Executive Creative Director, Houston Group.
Wesfarmers’ health division was formed in March 2022, with the acquisition of API, one of Australia’s leading health and beauty companies. In addition to atomica, the Health division includes a number of company-owned and franchised Priceline stores, Clear Skincare clinics and is also a wholesale distributor of pharmaceutical goods.