# Dance Routine Sunscreen Campaigns Hawaiian Tropic and Alix Earle Partnered for a New Campaign By Michael Hemsworth | Published 2026-05-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/hawaiian-tropic-and-alix-earle References: [ir.edgewell](https://ir.edgewell.com/news-and-events/press-releases/2026/05-13-2026-140418262?sc_lang=en)  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." ## Trend Insights (Trend Hunter) - Score: 8.4/10 - Popularity: 87% | Activity: 89% | Freshness: 77% - Audience gender: 10% men, 90% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What Makes This Trend Stand Out - **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. - **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. - **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. ### Sectors Adopting This - **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. - **Social Media Advertising:** Short-form video platforms presenting opportunities for new monetization tools and branded choreography licensing tied to viral creator moments. - **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. ## Related on Trend Hunter - [Hydrating Nature-Inspired Cosmetics](https://www.trendhunter.com/trends/tree-hut-summer-collection.md) - [Body Care Rebranding Initiatives](https://www.trendhunter.com/trends/tree-hut1.md) - [Sun Protection Retailer Activations](https://www.trendhunter.com/trends/aldi-giveaway.md) - [Sensorial SPF Collections](https://www.trendhunter.com/trends/sunny-honey-protect.md) - [Glow-Enhancing Sun Care Products](https://www.trendhunter.com/trends/australian-gold.md) - [Summertime Skincare Campaigns](https://www.trendhunter.com/trends/cortizone10-and-dylan-efron.md) - [Branded Sunscreen Air Fresheners](https://www.trendhunter.com/trends/carfume-x-hawaiian-tropic.md) - [Sun Safety Movements](https://www.trendhunter.com/trends/burn-lines.md) - [Joyful Skincare Anthems](https://www.trendhunter.com/trends/drop-your-skinhibitions.md)