I Touch Myself

Hawaiian Tropic has launched a new summer campaign that transforms sunscreen application into a playful pop-culture moment, building on the momentum of last year’s “Tana Sutra” work. Created around movement, confidence and self-expression, the campaign features social media personality Alix Earle dancing to a reimagined version of I Touch Myself by Divinyls, reframing SPF application as a flirtatious, feel-good ritual rather than a chore.

Directed by Aerin Moreno and choreographed by Grammy-winning creative Robbie Blue, the campaign centres on a music video set on a sun-soaked beach, where dance moves cleverly double as sunscreen application techniques. By combining nostalgic music, social-first choreography and influencer culture, the brand positions sun care as something joyful, expressive and aspirational, while reinforcing Hawaiian Tropic’s long-standing association with confidence and sensuality.

The campaign extends beyond the hero film through social activations, dance tutorials and influencer partnerships designed to spark viral participation throughout the summer. Hawaiian Tropic is also expanding its visibility through a major partnership with Sports Illustrated Swimsuit as the official sun care partner for 2026, integrating the brand into launch events, Swim Week runway experiences and broader creator-led content designed to keep the campaign culturally visible all season long.