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EXCLUSIVE: Hawaiian Tropic Taps Alix Earle Again, Debuts Collaboration in New Music Video

WWD·Kaleigh Werner·20 days ago
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Hawaiian Tropic is tapping Alix Earle once again, but this time she won’t be demonstrating “tan-tric” positions. In its latest campaign, the multihyphenate — who partnered with the sun care brand last summer to bring its “Tana Sutra” marketing push to life — will star in a new music video set to the ’90s hit, “I Touch Myself” by Divinyls. The video opens with Earle lounging by the beach, basking in the sun. It then cuts to a dance sequence centered around the “Dancing With the Stars” runner-up, who proceeds to spritz herself with Hawaiian Tropic sunscreen and request help with her back. “Touch yourself and glow,” the tag line reads. “This campaign combines everything I love — dance, confidence and not taking yourself too seriously. Hawaiian Tropic turned SPF into a whole vibe, and getting to bring that to life through movement was such a dream. It’s fun, it’s flirty and it’s the kind of energy I want to live in all summer,” said Earle in an official statement.…

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