What's Happening?
Hawaiian Tropic has launched a new suncare campaign featuring a music video that turns sunscreen application into a dance routine. The campaign, set to the tune of the 1990s anthem 'I Touch Myself' by Divinyls, aims to make applying sunscreen a fun and
engaging activity. Social media personality Alix Earle stars in the video, which was shot in Los Angeles and directed by Aerin Moreno. The campaign includes a dance tutorial to encourage viewers to participate in the trend. Hawaiian Tropic has also partnered with Grammy-winning choreographer Robbie Blue to create dance moves that mimic sunscreen application. This initiative follows the brand's previous Tana Sutra campaign and marks its first collaboration with Sports Illustrated Swimsuit as the official suncare partner for 2026.
Why It's Important?
This campaign represents a strategic move by Hawaiian Tropic to rebrand sunscreen application as a fun and desirable activity, potentially increasing consumer engagement and product usage. By leveraging social media and popular culture, the brand aims to reach a broader audience, particularly younger consumers who are active on platforms like TikTok and Instagram. The partnership with Alix Earle and Sports Illustrated Swimsuit could enhance brand visibility and credibility, aligning Hawaiian Tropic with influential figures and media outlets. This approach may also set a precedent for other brands in the beauty and skincare industry to innovate in their marketing strategies, focusing on experiential and interactive consumer experiences.
What's Next?
Hawaiian Tropic plans to continue promoting the campaign through social media takeovers and additional content releases throughout the summer. The brand's collaboration with Sports Illustrated Swimsuit is expected to further amplify its reach, potentially leading to increased sales and market share in the suncare industry. As the campaign gains traction, other beauty brands may follow suit, adopting similar strategies to engage consumers in new and creative ways. The success of this campaign could influence future marketing trends, emphasizing the importance of integrating entertainment and lifestyle elements into product promotion.
