Hawaiian Tropic and Alix Earle Partnered for a New Campaign
Michael Hemsworth — May 17, 2026 — Marketing
References: ir.edgewell
Hawaiian Tropic and Alix Earle have partnered ahead of the summer on a new campaign that sees the content creator working with the sunscreen brand to celebrate the warm weather months. The campaign puts a dance-focused video in the spotlight that sees Earle dancing in a group to the classic 90s song I Touch Myself by the Divinyls as a cheeky way to encourage consumers to reach for a Hawaiian Tropic product this summer. The video, entitled Touch Yourself and Glow, reminds consumers of the importance of sunscreen in a decidedly cheeky way.
Earle herself spoke on the campaign with Hawaiian Tropic saying, "This campaign combines everything I love - dance, confidence, and not taking yourself too seriously. 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."
Earle herself spoke on the campaign with Hawaiian Tropic saying, "This campaign combines everything I love - dance, confidence, and not taking yourself too seriously. 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."
Trend Themes
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Influencer-led Performance Campaigns — Brands leveraging creator-led dance and performance content to create culturally shareable moments that blur advertising and entertainment, enabling novel sponsorship and revenue models.
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Nostalgia-driven Music Marketing — Retro songs and familiar audio cues being repurposed in campaigns to tap emotional memory, offering pathways for licensing bundles and co-branded nostalgia products.
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Playful Health Messaging — Cheeky, upbeat treatment of wellness categories like sunscreen that reframes protective products as lifestyle accessories, opening space for experiential and fashion-forward product integrations.
Industry Implications
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Skincare and Sunscreen — The personal-care category standing to be disrupted by format-driven storytelling that positions SPF as a beauty and fashion statement rather than solely a health product.
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Social Media Advertising — Short-form video platforms presenting opportunities for new monetization tools and branded choreography licensing tied to viral creator moments.
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Entertainment and Choreography Licensing — The performance rights and choreography sector being challenged to create micro-licensing frameworks for dance routines and sound bites used in commercial campaigns.
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