Business
Hawaiian Tropic Launches Summer Campaign to Help You Dance Your Way to a Sun-Kissed Glow, Featuring Alix Earle
Edgewell Personal Care Company (NYSE: EPC) — Hawaiian Tropic is turning full-body suncare application into a full-blown summer movement, with a must-watch music video and what is set to become the hottest dance of the summer.
About this update from Edgewell Personal Care Company
[{"type":"text","content":"SHELTON, Conn., May 13, 2026 /PRNewswire/ -- Edgewell Personal Care Company (NYSE: EPC) — Hawaiian Tropic is turning full-body suncare application into a full-blown summer movement, with a must-watch music video and what is set to become the hottest dance of the summer.","length":270,"tagName":"p"},{"type":"text","content":"Following the brand's breakthrough Tana Sutra campaign in 2025, Hawaiian Tropic is back to make sure your SPF is one step you'll never want to skip. Set to the tune of the nostalgic '90s anthem "I Touch Myself" by Divinyls, the campaign itself is a love letter to the sun. It reimagines applying your suncare as a playful, sexy dance routine with moves brought to life by global social media personality, Alix Earle, marking her second year collaborating with the brand. Coming off of an incredibly successful season on Dancing with the Stars, Alix was the perfect partner to bring this dance-centric campaign to life.","length":640,"tagName":"p"},{"type":"text","content":""This campaign combines everything I love - dance, confidence, and not taking yourself too seriously," says Earle. "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." ","length":344,"tagName":"p"},{"type":"text","content":""Hawaiian Tropic is all about helping you feel like your sexiest self before, during and after your time in the sun. 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," says Veronique Mura, General Manager/Sr Vice President Body & Skin at Edgewell Personal Care. "For this campaign, 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."","length":621,"tagName":"p"},{"type":"text","content":"Shot on location in Los Angeles by Aerin Moreno, who directed Hawaiian Tropic's campaign with Earle last summer, the full-length video transports viewers to an idyllic beach, where Earle's ode to the sun is complimented by an iconic application routine. The rout...