Hawaiian Tropic, the skin-loving sun care brand that’s part of the Edgewell Personal Care portfolio, today announces the launch of Hibiscus Cove, its first European immersive brand experience.
Hibiscus Cove offers guests the ultimate summer escape into a world where sun-kissed beauty and sensory joy come alive.
To create the experience, Hawaiian Tropic will host an exclusive takeover at Nido Beach in Marbella, Spain. Known for its vibrant atmosphere, the spot transforms from a serene daytime retreat into a lively hotspot at sunset, complete with curated beats from world-class DJs.
A competition is being launched to give consumers from the UK chance to join influencers for the luxurious two-day adventure this June. Participants can enter through the new microsite www.hibiscus-cove.com and for 80 lucky winners, an unforgettable oasis awaits.
Hibiscus Cove guests will get to enjoy adventurous beachside activities, from paddleboarding to yoga, and as the sun sets, the Hawaiian Tropic vibe will continue with evening entertainment and delicious food.
Throughout the experience, there will be an SPF station where an expert from Hawaiian Tropic will provide tips and luxurious Hawaiian Tropic products to help skin stay nourished, protected, and glowing.
To promote the experience, Hawaiian Tropic will be launching experiential pop-ups, influencer partnerships, a social media campaign and OOH activations.
The Hibiscus Cove brand experience follows the launch of Hawaiian Tropic’s two new sun care essentials – the Glowing Protection Face Cream SPF50 and Hydrating After Sun Oil Mist – designed to protect, nourish, and enhance the skin. As well as an extension to the Hydrating Protection franchise, with the Hydrating Protection SPF50 Continuous Spray launching exclusively in Boots.
Georgia Dass, senior brand manager at Edgewell Personal Care, said: “We are so excited to launch our first ever brand experience and show consumers that Hawaiian Tropic is the perfect partner for sunkissed adventures.
“With the recent launch of three new sun care products in the UK, it’s another opportunity to showcase our protection credentials alongside our iconic tropical scent. Because with Hawaiian Tropic, consumers can feel their beautiful summer best thanks to skin-loving sun care they can trust.”
