Australia’s iconic tanning firm Bondi Sands has skyrocketed to world success over the previous decade with prospects throughout the globe now sporting the signature glow.
The easy thought got here in 2008 when one state authorities launched strict rules for tanning salons.
Founders Blair James and Shaun Wilson, who surprisingly hail from Melbourne, noticed a niche available in the market for an at-home instantaneous tan and, in 2012, Bondi Sands was launched.
Named after the long-lasting Sydney vacationer hotspot, the model capitalised on the dream of attaining a “natural golden tan that is so uniquely Australian”.
It launched with three merchandise hitting the cabinets in Australian pharmacies and supermarkets – however there was no method to assure success.
However, in simply 12 years they’ve managed to take over the tanning market, turning into one of many largest manufacturers in a number of nations.
Bondi Sands has now been acquired by Japanese-owned multinational, Kao Group, for nearly $450 million and the duo hope to see the model develop much more.
How did the corporate get began?
James was concerned within the tanning business years earlier than launching the corporate.
At the age of 25 he began a tanning salon in Melbourne known as Body Bronze. At occasions the business could be so busy he could be turning prospects away, and people prospects had been usually compelled to make use of a tanning product at house.
Customers would usually complain that at-home tans had been by no means the identical because the salon.
He set to work determining what made the proper spray tan resolution after which noticed the chance to take it to the market.
Bondi Sands was “designed to fill a gap in the market,” after Victoria imposed rules that may cease individuals below the age of 18 from accessing tanning salons.
It was additionally launched at a time when the market was crammed with “low quality, unnatural looking self-tanners,” which motivated James and Wilson to start a “journey of research and discovery to develop a quality, natural tanning formula that resembled the quintessential bronzed Aussie tan”.
“After running my tanning salon for seven years, I think we knew what customers wanted in the products, so we knew our formula was really good,” James advised NCA NewsWire.
“It almost came across as this little Aussie battler, in a way, and people wanted to support that brand, and they felt they were getting quality.”
The first three merchandise captured Aussie hearts nearly immediately.
With pores and skin security on the forefront of individuals’s minds, faux tanning was simply taking off as Bondi launched their signature coconut scented tan which was initially accessible throughout Australia in Priceline shops.
They aimed to maintain prices as little as doable, with the concept that younger individuals would be capable to purchase it with their spare pocket cash.
In 2013, Bondi Sands launched in New Zealand, earlier than formally turning into accessible on the UK market in 2015.
The staff consisted of simply 4 workers members till 2016, with the tan launching in Ireland and the Netherlands simply two years later.
America joined the Bondi bandwagon in 2019, when it grew to become accessible for US buy by means of Walgreens, after which different chains like Ulta and Target.
“We’re growing rapidly in the US,” James stated.
“We have such strong distribution network around the world and it’s stocked in over 45,000 stores around the world now which is really unmatched by any self tanning brand.”
Social media has performed an enormous half within the model’s success, with the pair recognising the worth of utilizing influencers to spruik the merchandise.
They managed to get US celebrities like Kylie Jenner and Emily Ratajkowski to promote the merchandise which led to world consideration.
Jenner posed in a white bikini with the self tan bottle in an image, captioning the picture: “My new favourite self tan all the way from Australia”. The commercial publish reportedly value $250,000 however was value each penny.
Now promoting 56 merchandise throughout 32 completely different nations, Bondi Sands has develop into a family magnificence identify, with a brand new focus set to maneuver them past the common-or-garden fake-tan can.
Selling the Aussie dream
James and Wilson have lately offered their golden empire to Japanese magnificence large Kao Corporation, who at present personal different well-known manufacturers corresponding to Biore, John Frieda and Jergens.
But Bondi followers needn’t concern, James stated the product they know and love isn’t altering any time quickly.
Although particulars of the sale haven’t been shared, it’s rumoured that Kao purchased the Aussie business for as a lot as $450 million, in an try and put their firm’s give attention to pores and skin safety.
Karen Frank, president of Consumer Care Business, Americas and EMEA, stated Bondi Sands could be a “perfect fit” for the Japanese firm.
“Quality, innovation, environmental responsibility, accessibility and community are at the forefront of everything it does, ideally aligning Bondi Sands to our own brand values and corporate philosophy,” Ms Frank stated.
“The addition of Bondi Sands to our consumer family of brands will greatly advance our mission to be the pre-eminent leader in the global skin protection business and continue our journey of offering diverse products that promote a ‘Kirei’ lifestyle that is healthy, inclusive and sustainable for all.”
James, nonetheless, stated the sale isn’t a cause Bondi followers ought to begin panicking – the model they belief isn’t going wherever.
“We do not want to remove manufacturing from Australia,” he stated.
“Australian made is a big part of who we are, but there will be challenges at some point in terms of location and trying to be a global brand.”
“As we grow into the suncare and skincare categories, this takes a lot of investment.
“We want to see Bondi still around in 100 years and if we’re going to do that, we needed a partner that believed in our brand positioning investing in this next phase because the reality is our self tanning range will be outsold by our suncare in the coming years.”
What’s subsequent?
“We’ve got a new range come out next year, which we’re really excited about,” James stated.
“Customers have nothing to fear about any changes to the formulation, towards costs or anything. I would expect them to get better.
“I think, if anything, people are maybe a little bit concerned that okay, they aren’t Australian owned anymore.
“But it will remain as Australian brand in terms of how we conduct ourselves.”
Meet the makers
According to his LinkedIn profile, Wilson graduated from Deakin University with each a Bachelor of Applied science, and a Master of Business earlier than launching Bondi Sands alongside James in 2008.
In 2020, lengthy after Bondi hit the market, Wilson accomplished an govt course for world business leaders at Harvard Business School.
He’s additionally spoke about “accelerating business growth and scaling” on the Forbes Business Summit in November 2022.
His social media is crammed with glowing occasions – worldwide holidays, romantic getaways and dinners together with his mannequin fiance Tess Shanahan, and lots of Bondi Sands branded events.
Wilson, 40, proposed to Shanahan on July 30, with images of the particular second shared to Instagram quickly after.
A 28-year-old mannequin, Shanahan is the proper model ambassador for Bondi Sands, commonly posting content material with new merchandise.
The second half of Bondi Sands, Blair James, grew up watching adverts for Nike together with his dad and speaking about advertising strategies from the age of six.
His curiosity within the advertising world taught him the worth of arduous work, and formed him into the tanning titan he’s at this time.
James graduated from Yea High School in 1998, earlier than turning into the director of Body Bronze in 2006.
The course of his profession modified when he determined Aussies deserved salon high quality tans at house, and began Bondi Sands alongside Wilson.
“I look back at when we launched Bondi Sands and it‘s funny, 13 years on when you go back and you look at what you’ve made, it makes you cringe a little bit,” he stated.
“But I think customers knew our formula was really good, and they were willing to try it.
“When I create something like this, it’s actually quite personal for me because when you see a product launch, like our new Technicolour range for example, that’s what I’ve dedicated my time to, along with the rest of the team.”
He stated the model has helped him develop his confidence, and taught him to belief what he believes in.
“Over the last 10 years with Bondi, my confidence in my ability to create something new has grown so much, and that’s been really impactful.”
He additionally married spouse Melanie James in a glitzy marriage ceremony in Lake Como in August, 2022.
The pair expect a child in October.
Source: www.perthnow.com.au
