- Hawaiian Tropic, the sunscreen brand owned by Edgewell Personal Care, teamed with social media star Alix Earle for what it bills as its first major marketing campaign, per details shared with Marketing Dive.
- “Tana Sutra” launches today (May 15) and playfully nods to “Kama Sutra,” an ancient Hindu text focused on pleasure. A 60-second hero spot features Earle showing off plenty of unconventional tanning positions while applying Hawaiian Tropic products. A limited-run illustrated version of the “Tana Sutra” is supposed to supply fans with a collectible guide to consult with throughout the summer.
- Paid media rounds out the campaign, which works live starting May 16 across social, online video, streaming and out-of-home channels. Influencer partnerships will support “Tana Sutra” throughout the summer.
Hawaiian Tropic is reminding consumers that summer is supposed to be fun for its first major campaign, breaking away from industry messaging that is commonly serious and centered around protection to as a substitute concentrate on get a sun-kissed glow. “Tana Sutra,” created with BBH USA, is meant to reintroduce the brand to younger consumers ahead of the summer season.
“This is a breakthrough moment for Hawaiian Tropic. ‘Tana Sutra’ is the most important creative campaign within the history of the brand,” said Veronique Mura, senior vp and general manager at Edgewell Personal Care, in release details. “It celebrates the goodness of the sun and Hawaiian Tropic’s vibrant heritage because the brand which has been inspiring people to unleash their more fun, sexier selves since 1969.”
The 60-second hero spot kicks off with Earle introducing viewers to the “Tana Sutra — like ‘Kama Sutra,’ but this one is for getting the right glow with Hawaiian Tropic.” The star goes on to showcase five different “tan-tric” tanning positions consumers can try: The Flip Flop, The Hibiscus Hottie, The Selfie Stretch, The Sunshine Snooze and The Miami Mist. The spot, filmed in Miami with director Aerin Moreno, has an ‘80s feel, complete with synth music within the background. The spot launched on social on May 15.
With 7.4 million TikTok followers, Earle’s star-power has turn into undeniable among the many younger generation. Accordingly, the star has turn into something of a marketing fixture for brands attempting to win with cohorts like Gen Z, having appeared in a Super Bowl ad this 12 months for better-for-you soda brand Poppi. Earlier this month, Earle was the face of a brand new collection and campaign from Procter & Gamble brand Pantene. The influencer also appeared in Sports Illustrated’s 2025 Swimsuit Issue.
The campaign comes as Edgewell, whose brand portfolio includes Wet Ones and Playtex, reported Q2 2025 net sales of $580.7 million, a 3.1% year-over-year decrease. The company predicts a decrease in travel and vacation spending will proceed to affect the sun protection market.
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