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Alix Earle and Hawaiian Tropic have teamed up. The social media influencer stars in the suntan lotion company’s latest campaign, “Tana Sutra,” featuring a tongue-in-cheek take on the best positions for the ideal summer glow, per the brand.
In the campaign commercial spot, Earle lathers her skin in Hawaiian Tropic tanning lotion and sunscreen before showing off some playful poses for sunbathing. “The Flip Flop,” “Hibiscus Hottie” and “Selfie Stretch,” among others, feature in the video against a backdrop of a sunny summer day, poolside lounging and more.
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“I’m so excited to be a part of Hawaiian Tropic’s ‘Tana Sutra’ campaign! It’s all about embracing confidence, enjoying the sun with your friends, and feeling your best while staying protected,” said Earle. “Plus, it was such a blast bringing the fun, cheeky energy of this idea to life. I can’t wait for everyone to try the positions and join in on the glow all summer long,” the social media star said.
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The campaign will continue throughout the summer season with influencer partnerships, custom mailer deliveries, experiential moments and a limited-edition release of the brand’s illustrated Tana Sutra guidebook.
“Our Tana Sutra campaign represents a bold and exciting moment for Hawaiian Tropic, marking the brand’s largest creative campaign to date,” said Shaylin Winterer, senior brand manager of Hawaiian Tropic. “Since 1969, we’ve been inspiring people to channel their most confident, radiant, and sexy selves. Tana Sutra reimagines the suncare experience to help you achieve your optimal glow, one playfully provocative position at a time. Infused with the brand’s heritage and Alix Earle’s effortless charm, this campaign invites everyone to lather up, and switch it up, for the most tantalizing summer yet.”
Earle amassed a growing roster of brands and labels with which she’s collaborated over the course of the last few years. The social media star kicked off 2025 by starring in Frame’s skinny jeans campaign. In April, Earle teamed up with Pantene on a limited-edition product duo. Earle is also among the women featured as part of Sports Illustrated’s 2025 Swimsuit issue.
Shop Hawaiian Tropic’s Signature Picks for Summer
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Price upon publish date of this article: $10.49
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