#USA #Shelton #Alix Earle #SPF #Hawaiian Tropic

Hawaiian Tropic's Dance-Inspired Summer Campaign

Hawaiian Tropic, part of the Edgewell Personal Care Company, is launching a vibrant summer campaign that transforms the routine of applying suncare into a lively movement, featuring the globally recognized personality Alix Earle. Following the success of last year’s Tana Sutra campaign, they’re back with a catchy music video that encourages both fun and sun safety.

The campaign channels the nostalgic essence of the '90s hit song "I Touch Myself" by the Divinyls, turning the often mundane task of applying sunscreen into an exhilarating and playful dance routine. Alix Earle, who has also dazzled audiences in Dancing with the Stars, brings her unique vivacity to this initiative, making it a perfect collaboration for both her and Hawaiian Tropic.

Alix Earle shares: "This campaign combines everything I love - dance, confidence, and not taking yourself too seriously. Hawaiian Tropic turned SPF into a whole vibe, and getting to bring that to life through movement was such a dream. It's fun, it's flirty, and it's the kind of energy I want to live in all summer."

The General Manager/Sr Vice President of Body Skin at Edgewell, Veronique Mura, elaborated, "Hawaiian Tropic is all about helping you feel like your sexiest self before, during, and after your time in the sun. Application is usually considered a chore in an already clinical category, so we knew we could bring something fresh and fun to the table."

The campaign was filmed in Los Angeles, and the full-length video takes the audience to an idyllic beach setting where Alix showcases an eye-catching routine that elegantly integrates the application of Hawaiian Tropic's skin-friendly products. This year, they partnered with Grammy Award-winning choreographer Robbie Blue, who curated a series of viral dance moves that enhance the application of SPF, transforming it into a flirtatious and confidence-boosting ritual.

Alanna Watson, Group Creative Director at BBH USA, remarks, "With Alix's personality and love of dance, this year's campaign is the perfect reminder that applying sunscreen can feel just as good as the glow that follows. All while staying true to Hawaiian Tropic's signature sun-kissed confidence."

The campaign's rollout includes a full-length music video alongside impactful social media campaigns, ushering in what is expected to be the summer's hottest dance craze. With partnerships extending to reputable media outlets, including Sports Illustrated Swimsuit, the initiative ensures a constant buzz throughout the popular swimsuit issue and its associated events during Swim Week.

In an exciting first, Hawaiian Tropic joins forces with Sports Illustrated Swimsuit, directly aligning with the highly anticipated issue and enhancing visibility through a series of orchestrated experiences. This monumental collaboration aims to engage talent and audiences alike, setting the stage for a memorable summer filled with sun and dance.

Alix encourages fans: "Touch yourself and glow with Hawaiian Tropic."

About Hawaiian Tropic

For more than 50 years, Hawaiian Tropic has inspired consumers to embrace the benefits of sun exposure through its sensory-rich suncare products. Their offerings, such as the iconic Dark Tanning Oil and Sheer Touch, are designed to enhance and protect the skin, contributing to a beautiful and radiant look. For more information, visit Hawaiian Tropic's website and follow them on social media for updates and engagements.

About Edgewell Personal Care

Edgewell is a dynamic consumer products firm with a diversified portfolio that includes renowned brand names like Schick®, Wilkinson Sword®, and Hawaiian Tropic®. With operations spanning over 50 countries, it boasts a global workforce of approximately 6,200 employees, committed to innovation and consumer satisfaction.