Hawaiian Tropic has partnered with social media influencer Alix Earle for “Tana Sutra,” a creative campaign and guide to achieving optimal sun-tanning results. The campaign, which debuted May 15, draws inspiration from the Kama Sutra with a collection of tanning positions demonstrated by Earle in a 60-second hero spot.

Image credit: Edgewell Personal Care

According to a press statement, quoting Veronique Mura, SVP/GM at Hawaiian Tropic-owner Edgewell Personal Care, the campaign “celebrates Hawaiian Tropic’s heritage as the brand that has been inspiring people to unleash their more fun, sexier selves since 1969.”

Created by creative agency BBH USA, the campaign features various tanning positions with names like “Selfie Stretch” and “Miami Mist.” Director Aerin Moreno shot the campaign in Islamorada, Florida, aiming to capture the brand’s signature aesthetic while showcasing Earle’s personality.

The marketing initiative includes streaming, digital, social media, and out-of-home placements. Supporting elements include influencer partnerships, custom mailers, experiential events, and a limited-edition illustrated guidebook.

The campaign rolls out amid Edgewell’s Q2 2025 reported net sales of $580.7 million, representing a 3.1% year-over-year decrease. The company anticipates continued impact on the sun protection market due to projected decreases in travel and vacation spending, per Marketing Dive.

Earle’s Growing Brand Portfolio

With 7.4 million TikTok followers, Earle has become a marketing fixture for brands targeting younger consumers. Her recent partnerships include Pantene’s limited-edition product collection, Frame’s skinny jeans campaign, Poppi’s Super Bowl advertisement, and an appearance in Sports Illustrated’s 2025 Swimsuit Issue.

Erica Roberts, Chief Creative Officer at BBH, noted the campaign’s strategic relevance: “The secret to an even glow is switching positions every 15 to 20 minutes. That ritual inspired ‘Tana Sutra’ – our vibrant and flirty glow-getting guide that nods to the brand’s iconic history while speaking directly to the bold, radiant energy of now.”