Hawaiian Tropic has partnered with influencer Alix Earle to launch a new campaign centred around one of summer’s “most awkward rituals”.
The campaign sets out to redefine sun care application, with Earle starring in the dance-led campaign music video, set to rock band Divinyls’ 1990s anthem I Touch Myself.
“For our campaign this year, we saw an opportunity to turn sun care application into something people actually look forward to by making it feel inviting, fun, and sexy,” Shaylin Winterer, Senior Brand Manager at Hawaiian Tropic, told Cosmetics Business.
“We reimagined the application moment through cheeky choreography and a must-watch music video set to the iconic ‘90s track I Touch Myself by the Divinyls.
“As we started thinking about talent for this year’s campaign, Alix’s affinity for the brand, combined with her connection to dance and recent success on [American reality television series] Dancing With The Stars, made the partnership feel even more organic.”
The campaign marks the second collaboration between the brand and Earle, who starred in Hawaiian Tropics’ Tana Sutra campaign last year.
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“From the beginning, Alix was such a natural partner for us, not only because we are huge fans of hers, but because she authentically embodies the heart of the Hawaiian Tropic brand,” explained Winterer.
“She is confident, relatable, and always glowing.
“When we partnered with her for our Tana Sutra campaign last year, it quickly became clear that this was much more than
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