auckland pr agency undertow media, bondi sands, best tanning brand

Tan-tastic results for New Zealand’s number one tanning brand

Everybody’s favourite self-tanning brand, Bondi Sands fuses salon quality formulas and cheeky Australian-made credentials. The brand has built considerable clout in New Zealand, attributed to Undertow Media’s go-getter PR results and targeted influencer engagements.  

After a massive year of local sales, the brand is forming new partnerships in 2019 as vendors are wanting in on the action. The latest expansion sees Bondi Sands stocked on the shelves of Countdown supermarkets across the country. It’s good company to keep, as existing New Zealand retail partners are showing rapid year on year growth.

With 19 products and countless beauty best awards under its wing, the ambitious company was not ready to rest on its silky smooth-legged laurels just yet. With an impending world-first launch and a brand new suncare range on the horizon, Bondi Sands sought targeted product and trend PR and meaningful influencer relationships in NZ. Enter Undertow Media.

We got straight to work, creating a beautiful Bondi-esque space to highlight the young brand’s story and NPDs including Tan Eraser and the suncare.

Key media introductions were facilitated with brand founder Blair James, amid product sampling across a polished, visual “store” display. This initial activation culminated in $417,500+ in editorial value within 10 days and 175 unique social mentions overnight.

The relationship between Bondi Sands and media has since gone from strength to strength with our agency continuing to position the brand story at the heart of the messaging. In October, seeing a prized opportunity for brand awareness in the lead up to tanning’s busiest time of year, Undertow Media coordinated valuable one-on-one time for media with James which positioned features in the likes of Fashion Quarterly, NZ Herald -Viva and MiNDFOOD.

In the modern age, most consumers are driven by opinions and peer review over any other element. With this in mind, Undertow Media has paid particular attention to cultivating influencer relationships – as well as capitalised on none other than Kylie Jenner professing her love for the Dark Self-Tanning Foam – creating mailers and conversations that command attention, repeatedly achieving exposure from major players and generating massive hype in the beauty & lifestyle spheres.

This coverage has converted into tangible sales for the brand. Giving influencers the jump on consumers, Undertow Media’s work for the Express Tan launch saw a 96% conversion rate of social coverage and went on to outperform New Zealand’s highest selling self-tanning product within its first three months of sale. It continues to be the brand’s most popular product nationwide.

After launching with five SKUs in 2012, the brand now has over 35 products, with many more exciting launches to come later in the year, including (you guessed it) plenty more world first innovations.  Stay tuned and tanned for more from this Aussie that could.


  • 632 pieces of coverage across print, online and social media in 2018
  • Generating a cumulative reach of 30,835,928
  • 67% growth in sales in the last year with largest New Zealand retail partner