Dermal Therapy brings summer energy to Bondi

Dermal Therapy turned Bondi Beach into a summer-branded playground on Saturday, drawing thousands to a three-hour pop-up designed to push its broader 2025 campaign into the social feeds of beachgoers.

The activation ran from midday to 3pm and tapped into pure summer culture: a live DJ, a photobooth setup, free popsicles and a $5,000 Sunshine Coast holiday giveaway. The brand also handed out more than 2,500 samples as part of its push to make lip SPF a staple during peak UV season.

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The Bondi instalment is one of several high-visibility moments planned in Dermal Therapy’s 2025 campaign, which aims to raise awareness of lip sun protection with the message “Made for Aussie summers. Loved by Aussie lips.”

The concept skews heavily social, leaning on visual storytelling, beach-first content and influencer activity, including appearances by Mrs Yasmina and Olivia May.

“Bondi was the perfect location to highlight just how essential lip SPF is in the Australian summer. The turnout and engagement exceeded expectations, and we loved seeing consumers experience the product in a real summer environment,” Shelley Sher, Dermal Therapy co-founder, said.

The brand expects the beach activation and its influencer-driven content to fuel the next phase of its summer campaign across retail and social platforms.