Bondi Sands is the number 1 self-tanning brand in Australia*; is multi award-winning (Australia, UK, NZ) with their latest product one hour express selling over 100,000 units globally in the first three weeks. Aussie boys Blair and Shaun share their tips to creating a cult, global brand.
Firstly we needed to identify what made salon spray tanning solutions different to self-tan products. To do this we produced our spray tan formula and began using it in my salon. Once we were confident that we had the right product, we began working our brand positioning, which is obviously as important as the product itself. We had a global view for Bondi Sands and realised early on that the bronzed Aussie persona was very well known all over the world. We came to the conclusion that the Bondi name was the natural choice for an Australian self-tan brand.
Next we needed to find the right partners to represent ourselves and the brand to potential retailers. We were lucky enough to come across our current national distributor very early on and their experience in building and managing brands in the health and beauty section gave us confidence they could help us grow the brand throughout Australia. In early 2012 we presented our brand, which only consisted of four products (currently we have 35 products with more on the way). At this point neither my business partner Shaun or myself had any experience in the health and beauty retail space, which meant we had to learn on our feet very quickly. Aligning ourselves with credible distributors around the world has been crucial to the brand’s success as we have relied on their relationships to get our brand in front of the right buyers.
Our brand positioning and our innovative high-quality products at an affordable price were so different to the competitors that it allowed us to secure strong distribution quickly both across Australia and internationally. After securing this strong network of the best health and beauty retailers in the world, we have been able to build a highly engaged community through our social media channels. We were one of the early adopters of social media influencers to promote a brand and this allowed us to reach an extensive audience globally. Once we had this engaged audience we needed to create both quality social content and new product development to keep our audiences engaged with the brand. We pride ourselves on our speed to market of our innovative products which in turn supplies our audience with fresh content and new products to discover.
We are currently experiencing our greatest challenges as our international expansion is accelerating rapidly. In these times it is vital that the people in and around your company share your beliefs and goals for the future.
We are focused on further global expansion, in particular the US market and further new product development. From Day 1 we envisaged Bondi Sands being the largest self-tan brand in the world. Currently we are the largest self-tan brand outside of North America. The brand has already diversified into the sun care market, so now the goal is to become the world’s largest sun care brand.
So you have this brand/product that you love like your own child and you feel you have been working 24/7 to get attention. You have invested lots of money and time in packaging, typing up posts, sharing the products with friends, meeting with retailers and distributors and you feel you are still not getting any traction. What do you do next?
The growth of social media has given rise to influencer marketing, now one of the fastest growing categories in advertising and projected to be a $5-10 billion market by 2020*. A larger percentage of the advertising dollar being invested into this component of the marketing mix naturally means greater pressure on marketers to deliver meaningful results from this medium. There is now an emphasis on conducting due diligence when planning your influencer campaigns, especially around your influencer selection, and in particular their followers.