Kylie flaunts Bondi Sands tan

Australia’s Bondi Sands is glowing with “a 500 percent increase in online sales” after Kylie Jenner posted a selfie of herself ‘wearing’ the brand’s Dark Self Tanning Foam on Instagram.

Jenner, who has 112 million followers on the site, posted the image with the caption ‘My new favourite at home self tan all the way from Australia’ on Sunday August 5.

The sponsored post, which was labelled an “#ad” by Kylie, is likely to have cost the Melbourne-based company around US$1 million.

Last month Kylie topped the 2018 Instagram Rich List compiled by Hopper HQ, an automated Instagram scheduler. The report estimates that Kylie’s sponsored posts now cost US$1 million each ‒ up from US$400,000 in 2017.

Although not willing to reveal how much the company paid for its post, Bondi Sand’s head of sales and business development, Jordan Mylius, was happy to share its insta-effect on the brand.

Speaking to Professional Beauty just three days after the post was published, Mylius said the post had already received over 5.4 million ‘likes’.

2018 Instagram Rich List compiled by Hopper HQ

“Our objective of massive brand awareness was achieved with an increase in Bondi Sands Instagram following of over 20,000 in a 24-hour period,” he said.

“We have also seen a significant uplift in sales of Bondi Sands in all retailers globally since the post as well as over a 500 percent increase in online sales globally.”

And despite the fact that the Dark Self Tanning Foam shown on Kylie’s post is sold in retailers such as Priceline in Australia, the post has also positively impacted on Bond Sands’ professional products.

“The demand has also filtered into the salon market,” said Mylius.

“We have already seen an increase in demand for salon spray tans with our Professional Salon Dark Solution which delivers the same results as the Dark Self Tanning Foam which Kylie posted about.”

Mylius said that company approached Kylie “a few months ago” as “we feel she resonates with our target consumer, especially in the USA as this is a market we are entering this year”.

Launched five years ago, Bondi Sands has “the strongest ambassador program and social media following of any self tanning brand globally with over 500 loyal key influencers” including Tammy Hembrow, Natalie Halcro, Charlotte Crosby, Holly Hagan, Gary Beadle, Megan McKenna, and Michael Finch apromoting its products.

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