Edgewell: Expanding Into Pharmacy with a Trusted Partner

Edgewell Personal Care is a global leader in sun care, skin care, and shaving.

Pharmacy

How a 10+ year partnership gave Edgewell the speed and execution to win in pharmacy.

Edgewell Personal Care is a global leader in sun care, skin care, and shaving, bringing some of the most trusted household brands to Australian retailers across grocery, pharmacy, and mass channels. With a strong presence on shelf and a commitment to category growth, they continue to be a go-to partner for retailers in health and beauty.

“After a relationship spanning more than 10 years, 12 months ago Edgewell expanded our Crossmark partnership to include pharmacy channel representation, improving executional results and channel visibility. Increased pharmacy channel investment has been amplified by speed-to-market improvements in Chemist Warehouse and Priceline in particular, providing valuable execution and compliance enabling better decision making. With Crossmark assistance, Edgewell have managed to capture market share growth and outperform our competitors in this key health and beauty channel.”

— Lisa Hinchcliffe – National Retail Activation Manager

Insights

Approach

Strategy & Solution

CROSSMARK and Edgewell have partnered for over 10 years across multiple retail channels. Having already proven the model in grocery and mass, Edgewell chose to expand the partnership into pharmacy, bringing CROSSMARK on to represent their full brand portfolio in Chemist Warehouse from 2024, followed by Priceline in early 2025. With a universe of up to 1000 stores across both banners and a portfolio that spans suncare, skincare, and personal care, Edgewell needed a partner who could deliver consistent execution at scale and at speed, particularly during high-stakes seasonal windows like summer.

Scaling to promote key selling periods

CROSSMARK delivers a cyclical call cycle across organised Pharmacy, with heightened activity during the critical summer selling period. In-store execution covers mesh ends, gondola ends, and clip strip placements across all Edgewell brands.

Driving over and above opportunities

A key focus has been driving over-and-above display opportunities beyond planned activity, with field teams trained to identify and secure incremental space in every visit. The program covers Chemist Warehouse and the Priceline universe, all serviced nationally.

Scale and full coverage

In 2025 alone, CROSSMARK completed 36 activations across both banners, with every store in the universe visited across both channels.

Results & Take-Aways

Average compliance across all activations

1 %

compliance on Banana Boat-specific activations

1 %

Stores serviced nationally across Chemist Warehouse & Priceline

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