Dive Transient:
- Hawaiian Tropic, the sunscreen model owned by Edgewell Private Care, teamed with social media star Alix Earle for what it payments as its first main advertising marketing campaign, per particulars shared with Advertising Dive.
- “Tana Sutra” launches in the present day (Might 15) and playfully nods to “Kama Sutra,” an historic Hindu textual content centered on pleasure. A 60-second hero spot options Earle displaying off various unconventional tanning positions whereas making use of Hawaiian Tropic merchandise. A limited-run illustrated model of the “Tana Sutra” is supposed to offer followers with a collectible information to consult with all through the summer season.
- Paid media rounds out the marketing campaign, which fits dwell beginning Might 16 throughout social, on-line video, streaming and out-of-home channels. Influencer partnerships will help “Tana Sutra” all through the summer season.
Dive Perception:
Hawaiian Tropic is reminding customers that summer season is supposed to be enjoyable for its first main marketing campaign, breaking away from trade messaging that’s usually severe and centered round safety to as an alternative deal with get a sun-kissed glow. “Tana Sutra,” created with BBH USA, is meant to reintroduce the model to youthful customers forward of the summer season season.
“This can be a breakthrough second for Hawaiian Tropic. ‘Tana Sutra’ is the biggest inventive marketing campaign within the historical past of the model,” stated Veronique Mura, senior vice chairman and common supervisor at Edgewell Private Care, in launch particulars. “It celebrates the goodness of the solar and Hawaiian Tropic’s vibrant heritage because the model which has been inspiring individuals to unleash their extra enjoyable, sexier selves since 1969.”
The 60-second hero spot kicks off with Earle introducing viewers to the “Tana Sutra — like ‘Kama Sutra,’ however this one is for getting the right glow with Hawaiian Tropic.” The star goes on to showcase 5 completely different “tan-tric” tanning positions customers can attempt: 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 really feel, full with synth music within the background. The spot launched on social on Might 15.
With 7.4 million TikTok followers, Earle’s star-power has turn out to be simple among the many youthful technology. Accordingly, the star has turn out to be one thing of a advertising fixture for manufacturers trying to win with cohorts like Gen Z, having appeared in a Tremendous Bowl advert this yr for better-for-you soda model Poppi. Earlier this month, Earle was the face of a brand new assortment and marketing campaign from Procter & Gamble model Pantene. The influencer additionally appeared in Sports activities Illustrated’s 2025 Swimsuit Challenge.
The marketing campaign comes as Edgewell, whose model portfolio consists of Moist Ones and Playtex, reported Q2 2025 internet gross sales of $580.7 million, a 3.1% year-over-year lower. The corporate predicts a lower in journey and trip spending will proceed to affect the solar safety market.
