Hawaiian Tropic reimagines sunscreen as a viral dance trend

Hawaiian Tropic, part of Edgewell Personal Care Company, has launched a global campaign that reframes sunscreen application as a movement-led ritual. Developed with BBH USA, the initiative combines music, choreography and social content to encourage more consistent SPF use during the summer season.

The campaign builds on previous brand activity and centres on a music-led video concept inspired by I Touch Myself by Divinyls. It positions sunscreen application as a structured dance routine designed for social media distribution and influencer participation.

Music-led concept links SPF to movement

The campaign film was directed by Aerin Moreno and features social media personality Alix Earle, who also appears in her second collaboration with the brand. Choreography was developed with Grammy award-winning choreographer Robbie Blue, with assistance from Lucas Debiasi.

Set in a beach environment, the video presents sunscreen application as a sequence of dance movements integrated into a performance-style routine intended for replication across digital platforms.

Alix Earle highlights focus on confidence and movement

Alix Earle, social media personality: "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."

The campaign positions physical movement as a way to reinforce habitual sunscreen use, with choreography designed for short-form video adaptation and audience participation.

Brand and agency focus on behaviour change

Veronique Mura, general manager and senior vice president Body & Skin, Edgewell Personal Care: "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. 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."

Alanna Watson, group creative director, BBH USA: "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, all while staying true to Hawaiian Tropic's signature sun-kissed confidence."

Distribution expands through media and sports partnership

The campaign launches with a long-form video supported by social media activations, influencer collaborations and tutorial content designed to demonstrate the choreography. It will also extend through a partnership with Sports Illustrated Swimsuit, including integration into runway programming during Swim Week.

The rollout aims to extend visibility across digital channels, creator-led content and event-based activations, positioning sunscreen application as a repeatable format within seasonal lifestyle content.

www.edgewell.com

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