Bondi Sands

Bondi Sands

Bondi Sands is a self-tanning, sun care and skincare brand with worldwide brand recognition. The Australian-born company is the number one self-tanning brand in the world, the fastest-growing SPF brand in Australia and the UK, and the largest manufacturer of tanning goods in Australia.

Bondi Sands is stocked in over 40,000 retail stores across 14 countries and is the number one self-tanning brand in Australia, New Zealand, the United Kingdom, and the United States by market share.

In 2023, Bondi Sands was acquired by the Japanese beauty company, Kao Corporation, with the vision of expanding the brand globally and introducing innovative new products to the market.

Pure Public Relations partnered with Bondi Sands in 2022 to elevate its brand story and market influence. Our PR strategy was crafted to highlight the brand’s innovation, expansion and expertise as well as its success story as an Australian-made and owned business.

We strategically targeted influential media channels, ensuring our message resonated with Bondi Sands’ core audience. Using a mix of radio, print, online, broadcast, and podcast coverage, we carefully crafted a narrative that captivated and engaged audiences and elevated Bondi Sands’ impressive brand story. The goal was to elevate the brand beyond its product offerings and establish a robust market positioning.

In 2023, Bondi Sands and Pure Public Relations worked together to announce that the brand had been acquired by Japanese beauty giant, Kao Corporation. We worked closely with Bondi Sands to develop collateral, secure media coverage, and prepare letters, talking points, and Q&A documents to distribute immediately after the acquisition was announced. These materials ensured customers and stakeholders such as suppliers, stockists, retailers, and staff were well-informed, with Pure Public Relations managing all public relations enquiries regarding the acquisition. 

We worked to reassure customers, media, and general audiences that Bondi Sands would remain committed to its core values throughout the acquisition and that its reputation for creating innovative Australian-made products at affordable prices would remain unchanged.

Throughout both of the above campaign periods, Pure Public Relations helped Bondi Sands achieve widespread coverage across digital, TV, radio and print, including mainstream and industry media.

This included:

  • The Australian Financial Review
  • Forbes Australia
  • The Herald Sun
  • The Sunday Age
  • The Sydney Morning Herald
  • The Australian
  • 9News
  • 7News
  • 2GB Radio
  • Smart Company
  • The Daily Telegraph
  • Vogue Business
  • The Daily Mail
  • The West Australian
  • Business News Australia
  • Retail Beauty
  • Inside Retail
  • Dynamic Business
  • CosBeauty
  • RetailBiz
  • RetailWorld
  • Aesthetic Medical Practitioner
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