Dive Brief:
- 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 a number of unconventional tanning positions while applying Hawaiian Tropic products. A limited-run illustrated version of the “Tana Sutra” is meant to provide fans with a collectible guide to refer to throughout the summer.
- Paid media rounds out the campaign, which goes live starting May 16 across social, online video, streaming and out-of-home channels. Influencer partnerships will support “Tana Sutra” throughout the summer.
Dive Insight:
Hawaiian Tropic is reminding consumers that summer is meant to be fun for its first major campaign, breaking away from industry messaging that is often serious and centered around protection to instead focus on how to get a sun-kissed glow. “Tana Sutra,” created with BBH USA, is intended to reintroduce the brand to younger consumers ahead of the summer season.
"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, in release details. “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 60-second hero spot kicks off with Earle introducing viewers to the “Tana Sutra — like ‘Kama Sutra,’ but this one is for getting the perfect 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 in the background. The spot launched on social on May 15.
With 7.4 million TikTok followers, Earle’s star-power has become undeniable among the younger generation. Accordingly, the star has become something of a marketing fixture for brands attempting to win with cohorts like Gen Z, having appeared in a Super Bowl ad this year for better-for-you soda brand Poppi. Earlier this month, Earle was the face of a 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 continue to impact the sun protection market.
