Hawaiian Tropic Bets on Alix Earle and Viral Dance to Remake Suncare

SHELTON, Conn. – May 13, 2026 – In a bold move to capture the attention of a new generation, suncare giant Hawaiian Tropic is trading clinical warnings for viral choreography. The brand has launched its 2026 summer campaign, aiming to transform the mundane task of applying sunscreen into a full-blown cultural movement, complete with a music video, a nostalgic '90s anthem, and its star collaborator, social media phenomenon Alix Earle.

Set to the provocative tune of Divinyls' "I Touch Myself," the campaign reimagines SPF application as a playful, dance-centric ritual. This strategy signals a significant shift in how legacy brands are approaching the digitally-native consumer, betting that a "vibe" can be more persuasive than a list of ingredients.

The TikTokification of Suncare

At the heart of Hawaiian Tropic's strategy is a deep understanding of the modern media landscape, which is dominated by short-form video, influencer authenticity, and the power of a shareable moment. By enlisting Alix Earle for a second consecutive year, the brand is leveraging one of the most potent forces in digital marketing: the "Alix Earle effect." With a staggering combined audience of over 14 million followers across TikTok and Instagram, Earle has a proven ability to make products sell out overnight. Her audience, composed largely of women aged 18-24, is the precise demographic Hawaiian Tropic aims to engage.

This campaign is a textbook example of the "TikTokification" of marketing. It combines several key elements of viral content: a massively popular creator fresh off a successful run on Dancing with the Stars, a catchy and slightly risqué nostalgic song, and an easy-to-replicate dance. The choreography, created by Grammy-winning talent Robbie Blue, cleverly integrates the motions of applying sunscreen, turning a daily necessity into user-generated content waiting to happen. Earle, Blue, and assistant choreographer Lucas Debiasi are even releasing a dance tutorial to fuel the trend.

"This campaign combines everything I love - dance, confidence, and not taking yourself too seriously," Earle stated in the official release. "Hawaiian Tropic turned SPF into a whole vibe, and getting to bring that to life through movement was such a dream. It's fun, it's flirty, and it's the kind of energy I want to live in all summer."

This approach moves beyond the traditional focus on UV protection and skin health, instead marketing an experience. It's a calculated decision to associate the brand with fun, confidence, and self-expression, values that resonate deeply with Gen Z consumers who prioritize authenticity and emotional connection with the brands they support.

A Strategic Bet on Experience and Aspiration

This high-profile campaign represents a significant strategic investment from parent company Edgewell Personal Care (NYSE: EPC). While the company maintains a stable financial outlook, with analysts generally recommending its stock, this move signifies an aggressive push to revitalize a heritage brand and solidify its market leadership in the competitive suncare space.

A cornerstone of this strategy is the brand's first-ever partnership with Sports Illustrated Swimsuit, becoming the official suncare partner for the 2026 issue. This collaboration is far more than a simple logo placement; it includes deep integration into launch week activations and the highly publicized annual runway show during Swim Week. By aligning with a media property synonymous with aspirational beach culture, Hawaiian Tropic is elevating its product from a drugstore staple to a key component of a glamorous lifestyle.

This partnership provides immense visibility, placing the brand at the center of one of summer's most anticipated cultural moments. The synergy is clear: SI Swimsuit offers an iconic platform built on sun, sand, and confidence, while Hawaiian Tropic provides the "glow" and protection that underpins that image. The move reflects a broader industry trend where brands are investing in experiential marketing and high-impact partnerships to create emotional resonance that transcends the product itself.

From Chore to Ritual: Redefining Sun Protection

For decades, suncare has been marketed primarily as a health-related necessity—a chore to be completed before enjoying the sun. Hawaiian Tropic's new campaign seeks to fundamentally reframe this perception.

"Application is usually considered a chore in an already clinical category, so we knew we could bring something fresh, fun and wholly Hawaiian Tropic to the table," explained Veronique Mura, General Manager/Sr Vice President Body & Skin at Edgewell Personal Care. "We wanted to lean into a universal language that everyone speaks – dance – to make that process more enjoyable and invite people to bring out their most radiant self."

This philosophy taps directly into the burgeoning wellness and self-care movements, which encourage finding moments of joy and mindfulness in everyday routines. By turning application into a "flirty, confidence-boosting ritual," the brand is selling an emotional benefit, not just a physical one. The campaign's creative team echoes this sentiment. "With Alix's personality and love of dance, this year's campaign is the perfect reminder that applying sunscreen can feel just as good as the glow that follows," said Alanna Watson, Group Creative Director at BBH USA.

The full-length music video, shot in Los Angeles by director Aerin Moreno, serves as the campaign's centerpiece. It transports viewers to an idyllic beach where Earle performs the suncare dance, aiming to create a powerful visual association between the product, confidence, and the joy of summer.

The Execution: A Multi-Platform Blitz

To ensure the campaign achieves viral velocity, Hawaiian Tropic is launching a comprehensive, multi-channel marketing blitz. The initial push includes high-impact takeovers on major social media platforms, designed to make the dance trend unavoidable. This will be amplified by a robust digital advertising spend, partnerships with a wider network of influencers, and carefully curated product seeding to key opinion leaders in the beauty and lifestyle space.

The collaboration with Sports Illustrated Swimsuit will provide a steady drumbeat of visibility throughout the summer, extending the campaign's reach from social media feeds to the high-fashion runway. By working with select talent from the SI ecosystem, the brand ensures its message is reinforced through multiple trusted voices, creating a powerful echo chamber of excitement.

This meticulously planned rollout demonstrates a sophisticated understanding of modern brand building. It’s not enough to simply create a clever ad; brands must now build an entire universe around their campaign, inviting consumers to participate, create, and share. By providing the song, the star, and the steps, Hawaiian Tropic is giving its audience all the tools they need to make the brand's message their own.