Hawaiian Tropic & Alix Earle Launch "Tana Sutra" Campaign

Hawaiian Tropic and Alix Earle Partner for "Tana Sutra" Summer Campaign

Hawaiian Tropic, owned by Edgewell Personal Care, has launched its first major marketing campaign, "Tana Sutra," featuring social media influencer Alix Earle. This playful campaign, inspired by the Kama Sutra, aims to connect with younger consumers and promote a fun approach to suncare.

Campaign Details

• The "Tana Sutra" campaign features a 60-second video showcasing Earle demonstrating unique "tan-tric" tanning positions while using Hawaiian Tropic products.
• A limited-edition illustrated "Tana Sutra" guide will be available for fans as a summer collectible.
• The campaign will be amplified through paid media across social platforms, online video, streaming services, and out-of-home channels.
• Additional influencer partnerships will support the "Tana Sutra" campaign throughout the summer.

Targeting a Younger Audience

Hawaiian Tropic aims to reintroduce the brand to a younger demographic with this campaign. The "Tana Sutra" moves away from traditional suncare messaging, focusing instead on achieving a sun-kissed glow and enjoying the summer sun.

“This is a breakthrough moment for Hawaiian Tropic. 'Tana Sutra' is the largest creative campaign in the history of the brand,” said Veronique Mura, Senior Vice President and General Manager at Edgewell Personal Care. “It celebrates the goodness of the sun and Hawaiian Tropic’s vibrant heritage as the brand which has been inspiring people to unleash their more fun, sexier selves since 1969.”

The campaign leverages Earle's significant influence with Gen Z, her 7.4 million TikTok followers demonstrating her strong connection with this target audience. Earle has been featured in several high-profile campaigns this year, including a Super Bowl ad for Poppi and a collection with Pantene.

This campaign comes as Edgewell faces challenges in the sun protection market due to decreased travel and vacation spending. The company hopes the "Tana Sutra" campaign will revitalize the brand and attract younger consumers.