It wasn’t the launch Bondi Sands had planned for its latest product release, but nonetheless, it was still spectacular.
Media and influencers, including brand ambassador Steph Claire Miller (nee Smith) gathered for lunch at Bondi Icebergs to hear all about the brand’s latest launch – Bondi Sands Aero Ultra Dark.
Speaking to esprit at the event, co-founder of Bondi Sands, Blair James, said originally the launch was going to be “in line with how we would launch a global product” but the bushfires in Australia had impacted on those plans.
Bondi Sands are known for their elaborate launches which have preciously included hiring a private jet for a party.
“There was going to be a full party and full influencer activation, but with the climate of the bushfires going on it wasn’t the right direction for the brand,” he said.
“We pulled out of that event and instead donated $100,000 to the Red Cross.”
Blair said the company wanted to “put our efforts toward more of an ongoing activation” to “generate more money for the bushfire appeal, which is the Reuse to Rebuild campaign, happening throughout 2020”.
For the campaign, Bondi Sands have created two reusable frank green products, a coffee cup and water bottle, available to buy online, with 100% of proceeds donated to the Red Cross to support bushfire relief.
Over lunch, Blair gave guests an introduction to the new Aero Ultra Dark product and overview of the Aero range.
“Aero Ultra Dark is the hero in the entire Bondi Sands range,” he said.
“It’s the darkest, the fastest drying and most premium product in the range.”
Blair said consumers were loving the new product.
“The feedback has been amazing so far,” he said.
“In Australia it’s our fastest selling product in the first two weeks of launch, but it’s got a lot to live up to – Aero Express was the fastest selling product of all time in Priceline when it launched, not just in self-tanning, but in all beauty.”
Following the lunch, each guest was given the new Aero Ultra Dark and one of the frank green products to take home.