Why green is best for Bondi Sands

Having sustainability in its DNA means the skincare brand can put its green credentials front and centre with any new product range

Bondi Sands knew the Australian Open (AO) was the best platform to launch its new sunscreen range.

“We thought what better way to showcase our sporting products, than at an iconic Australian sporting event,” Bondi Sands CMO, Alexandra Peek, told CMO. “It’s the ideal place to promote the quality of the product on the athletes and also something that we could do that was consumer facing."

The AO sponsorship is a three-year deal, giving the brand two more tournaments to cement its positioning as a sport sunscreen product to bigger crowds in future years. “There’s been a Covid impact this year and the AO isn’t at full capacity, but it’s a long sponsorship so we know it’ll be bigger and better in the next years,” she said.

Launching the new SPF range was a “natural progression for the self-tanning brand with the iconic name. “When we first launched a couple of years ago, we saw an opportunity to provide that really advanced sun protection to those who are living a really active and healthy lifestyle. And that's where the latest range was born,” Peek explained.

While the sunscreen market is a crowded one which has legacy brands, Bondi Sands nevertheless eyed an opportunity to have a solution that would appeal to its Gen Z Millennial customer base. “There are those heritage brands, the ones you grew up with, as competitors, but we saw as a real opportunity that customers might be looking for something a little bit different,” Peek said.

“What we wanted to create, when we started, was that lifestyle suncare range. Something that looks fun, smells good and that also has that serious education behind it, and that people could buy into knowing it a high-quality product.”

Building with sustainability in mind

And at the same time, while dealing with the challenge that is COVID, Bondi Sands has continued to launch in new markets globally, including in Target in the US. It's also expanded into new products. One of these is a new ‘Pure’ range, extending the brand’s ethos of a sustainable approach to lifestyle products. The Pure self tanning range is packaged in ethically sourced, 100 per cent recyclable packaging to limit the impact on our environment.

“We pride ourselves on being in touch with our customers, the Gen Z Millennial, and their values and beliefs. It's no surprise these consumers are actively looking to purchase sustainable products, and live more sustainably, and they want to see more from a brand than just a product that works,” Peek explained to CMO.

“Research was showing us consumers are interested in sustainability. They seek to purchase sustainably; however, they don’t want to compromise on the ultimate end result of the product.”

“We did spend a lot of time crafting a range our customers could buy into knowing we've taken care of the hard work. They can simply pop the container straight into their curb-side recycling once it’s finished, but they can still achieve the results they have come to expect from the brand and they weren't compromising anything.”

Peek sees this continuing to evolve as technology evolves and there are more packaging options and ingredients and other things available to improve sustainability.

The drive to improve sustainability goes beyond just packaging and into supply chains and sustainable processes. “What are their beliefs? What are they doing to offset their carbon emissions? We're making smarter decisions to distribute our products globally,” Peek continued. "And if you’re going to really live that, you’re going to align yourselves as a company with suppliers and other that also live that value of sustainability

“That's certainly something we've been actively exploring for the past few years just to make sure our partners also hold the same value because we are serious about sustainability. And we want to continue to incorporate it at a deeper level in our business.”

"And we need to be working with people that are on the same page. And across the board companies are very aware now of the expectation and if changes aren’t made, they will get left behind.”

When it comes to making environmental claims, the brand aims to be transparent about its product ingredients and packaging and to avoid vague terms like ‘clean beauty’ or ‘natural’. “We aim to be completely transparent with our customers,” Peek said.

“On the package is an ingredient and in brackets next to it is exactly what that ingredient does. There aren’t just these words that a consumer mightn’t understand. And if they want more information, we have purposely built additional pages into the website, where there's more information that can be found.”

The next step is to launch a sustainability hub on its website which will feature all the things it’s doing, both consumer facing and behind the scenes, so is customers want more information they can freely get it.

"Brands need to be mindful that consumers can get to the bottom of claims and words very quickly with an online search. So there's no point trying to mislead anyone. The more honest you are, the better. We want full visibility for our customers,” Peek said.

Nurturing and listening to customers while also staying on top of changing behaviours and new trends in the market, means innovating is part of doing business. Priding itself on being a leader in innovation, the brand has another new product launch planned in the next 12 months. And while the last year has been disruptive, it also meant embracing new, digital ways of doing product launches and just making the most of being a digital-native brand.

In keeping with the sustainability focus, there’s a new product launching later this year. “And as a brand, we'll be making some pretty clear goals and commitments on sustainability that consumers will be aware of and will make us accountable to them over the next few years, which is really exciting,” Peek added.

Make sure you don’t miss out on the wealth of insight and content provided by CMO A/NZ and sign up to our weekly CMO Digest newsletters and information services here.  

You can also follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

Blog Posts

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

The Future Of Social Is Joyful, Pass It On

2019 was a horror year for social media. But in 2020 something different emerged that has shifted the tone, format and intent of the medium. A new social vibe born out of the pandemic and fuelled by the emergence of a platform tailor made for the next generation of consumers.

Dan Young

Managing director, Pulse

Sign in