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Connect Yorkshire EIR Julian Kynaston to partner with tanning company

Bronzie, the business helping to shake up the tanning market with its range of garments, is set to benefit from guidance and marketing support from the man behind Illamasqua, Julian Kynaston. The Bronzie brand will also receive capital funding from Kynaston and renowned beauty professional, Karen Betts, the entrepreneur behind HD Brows and Nouveau Beauty Group.

Bronzie has launched a range of innovative garments, for use before, during and after tanning and has built up a strong celebrity following, including from the likes of Susanna Reid and Amy Childs. The brand has also seen success through distribution deals with ASOS and Look Fantastic, and is used backstage by the cast of hit show Strictly Come Dancing.

Propaganda’s involvement will revolve around market insight and brand development, helping to move Bronzie onto the next level whilst driving awareness and sales. Kynaston and Betts will work alongside co-founders, Leanne Leguen and Eloise Maryam, to build the brand and develop a successful sales strategy.

Leanne Leguen, creator and CEO of Bronzie said: “We approached Julian because of his experience and record in the market, and we’re incredibly lucky to not only have his expertise, but also that of Karen, which will be invaluable in developing the brand. Propaganda has had many clients in the sector, and we’re delighted to be working alongside them to help grow our business.”

Julian Kynaston said: “Bronzie has already seen some great success, and with our help, we’ll be looking to take them on to the next level. Bringing together our collective expertise will help to guide the business through any inevitable growing pains, and we see a bright future ahead in this growing market. Leanne and Eloise have a passion for the business that simply can’t be understated, and we’ll look to translate this into the brand work we’ll undertake.”

Bronzie will be rebranded as part of the work, which will involve the creation of a suite of new materials and visuals to support sales. There will also be a drive to communicate the differences of the brand in what is a crowded tanning sector.

The Bronzie brand has already generated a loyal following on social media, including celebrity endorsements. Propaganda will help to build on these successes and drive wider awareness of the brand.