Written on: May 17, 2025 by SprayTM
Hawaiian Tropic, known for its signature scent and iconic suncare products, announced the launch of its newest campaign: Tana Sutra, a tongue-in-cheek guide of tan-tric positions to achieve the optimal glow featuring social media star Alix Earle.
“This is a breakthrough moment for Hawaiian Tropic. ‘Tana Sutra’ is the largest creative campaign in the history of the brand,” said Veronique Mura, SVP/GM at Edgewell Personal Care.
“It celebrates Hawaiian Tropic’s heritage as the brand which has been inspiring people to unleash their more fun, sexier selves since 1969. This campaign represents a perfect blend of cheekiness, confidence, and glowing skin—and we are thrilled to have partnered with Alix Earle to bring it to life.”
Tana Sutra is a playful Kama Sutra-inspired guide, designed to help sun-worshippers get that even, sun-kissed glow which can only be achieved by lathering up and switching up positions every 15 to 20 minutes. Whether it’s arching for the “Selfie Stretch” or posing for the “Miami Mist,” Earle “elevates the campaign with her own take on getting the perfect glow—channeling the carefree spirit of summer and the feel-good power of radiant skin,” said Hawaiian Tropic.
Watch the 60-second commercial below.
