From Tanning Mistakes to SPF Advocate
Alix Earle’s latest partnership with Hawaiian Tropic doesn’t just trade on her beach-girl image; it’s built on her own tanning evolution. In a recent interview, the creator and Sports Illustrated Swimsuit cover model admitted she once believed that skipping sunscreen and allowing herself to burn was the fastest way to tan. She now calls that approach a major mistake, emphasizing that she has learned a better tan actually comes from protecting the skin and then enhancing it with products like Hawaiian Tropic’s Sheer Touch lotion and tanning oil. Earle says she is meticulous about covering “every inch” of her body and loves the glow these formulas add for bikini photos. That personal narrative of growth from risky habits to responsible sun care makes her a powerful messenger as brands increasingly lean on influencers to model safer, smarter SPF behavior.
A Hawaiian Tropic Campaign Built Around Application, Not Just Aesthetic
Hawaiian Tropic’s new campaign with Earle is explicitly centered on SPF application technique, reframing what the brand calls one of summer’s “most awkward rituals.” Instead of a static, beachy photoshoot, the project takes the form of a dance-led music video set to Divinyls’ I Touch Myself, with choreography that playfully mirrors the motions of applying sun care from head to toe. According to the brand, the goal is to transform sunscreen use into something people actually look forward to by making the experience inviting, fun, and sexy. This is the second collaboration between Earle and Hawaiian Tropic, following last year’s Tana Sutra campaign, but this time the focus has shifted from poses to movement and technique. By embedding SPF application directly into the creative concept, the Hawaiian Tropic campaign nudges viewers to pay attention not just to what they buy, but how they use it.
Influencer Sun Care Content Moves Into Education Mode
Earle’s Hawaiian Tropic campaign reflects a broader pivot in influencer sun care, where education is becoming as important as endorsement. On social channels, SPF mentions once centered on favorite products tossed casually into Get Ready With Me videos; now, viewers are increasingly asking about how much sunscreen to use, how often to reapply, and how to reach tricky spots. Earle’s emphasis on covering every inch of skin and pairing protection with tanning-enhancing formulas mirrors this shift, turning personal routines into informal sun protection education. By tying choreography and product use together, the campaign encourages audiences to think about application patterns rather than only aesthetics. This positions influencers as partners in public health messaging, not just trendsetters. It also gives brands a way to differentiate themselves in a crowded SPF market: technique-led storytelling feels fresh, instructive, and highly watchable.
Head-to-Toe Routines and the Future of SPF Application Technique
Hawaiian Tropic’s strategy zeroes in on the modern summer beauty routine, where sunscreen is expected to offer both protection and a camera-ready finish. Earle’s own beach bag essentials now start with SPF, then layer in glow-giving tanning oil, lip products, and even a hairbrush to manage wind-tousled styles. That ritual underscores a head-to-toe approach in which sun care is woven through every step, instead of being an afterthought. For brands, showcasing a full routine opens space to highlight texture, finish, and how products move with the body, while still centering SPF application technique as the hero. As Earle teases “more content” and more dancing ahead, this kind of choreography-driven education hints at where influencer marketing is headed: campaigns that entertain, demonstrate, and normalize proper protection, making responsible sun habits feel aspirational rather than obligatory.