Karen Grant, an NPD analyst, said that it made sense that as moisturizers and cosmetics increasingly emphasized sun protection, sun care products in turn would highlight their moisturizers.
They have to keep leveraging efficacy, but they can lead with different benefits at this point, too.
Before the Hawaiian Tropic Zone in Times Square, which was owned by the Riese Organization, closed in 2010, it was sued by several women for sexual harassment or sexual assault.Tropic Beauty serves as more than just a modeling agency.The company recently retired its swimwear pageant.About 70 percent of Hawaiian Tropic users are women, and the companys advertising is directed at women age 18.Youre not just a model at Tropic Beauty.(Photo by Matt Roberts/Getty Images no kidding.Youre an empowered career woman whos taking advantage of incredible opportunities and furthering your dream.Our point of difference is that we are about the whole woman, inside and out.Hawaiian Tropics Facebook aaa car rental discounts honolulu page, allowing women everywhere a chance to show off their own unique beauty.Hawaiian Tropic, which declined to say how much the effort would cost, spent.1 million on advertising in 2012, according to the Kantar Media unit of WPP.When you think Hawaiian Tropic, you think of tanning oil and beautiful women, but that was never the brands intention.
As consumers increasingly heed warnings about skin cancer, imagery in Hawaiian Tropic advertising has shifted from showing deeply tanned sunbathers to showing no skin at all.
As the lines between skin care and sun care continue to blur, it stands to reason that more sun care brands will offer skin care benefits in their products.A new print ad for Hawaiian Tropic Silk Hydration features the silhouette of a woman with a hibiscus flower in her flowing hair and a beach scene filling her form.The tagline reads, The beauty of sun protection.It allows her to shine physically and mentally.Bikini contests as a tactic just dont resonate with our consumer and dont fit with who the brand is now, said Danielle Duncan, the brand manager for Hawaiian Tropic.We want you to project yourself into the silhouette, said Fran Sheff-Mauer, a creative director at Grey who has worked on the brand since 2010.