Alix Earle Pens Love Letter To the Sun in New Campaign for Hawaiian Tropic

Hot off the heels of last summer’s Tana Sutra campaign with Hawaiian Tropic, influencer Alix Earle is once again teaming up with the brand to help consumers look and feel their best on the beach and till the sun goes down.

Tapping into Earle’s evolution as a performer, the duo created a dance-centric music video set to the 1990s hit, “I Touch Myself” merging nostalgia and the act of sultry sunscreen application.

This “love letter to the sun,” per brand officials, was shot by Aerin Moreno, who directed Hawaiian Tropic’s previous campaign. The routine playfully integrates Hawaiian Tropic’s products to ensure head-to-toe coverage. The brand enlisted Grammy award-winning choreographer Robbie Blue to create the viral dance moves that cleverly double as SPF application, elevating the mundane act into a flirty, confidence-boosting ritual.

Officials say the campaign, developed with BBH USA, disrupts a sterile, clinical category to modernize the suncare aisle and drive cultural relevance with sun lovers.

Read more on the suncare market here.