Instagram/@alix_earleAlix Earle let forth the latest iteration of a disturbed collaboration, one that is sure to mesmerize the sun-drunk, chaotic titillation that she exudes. An influencer-and-Hawaiian-Tropic campaign was set up, called Tana Sutra—A pun on Kama Sutra, but this time about perfecting the tanning procedure for a weekend in the sun. Top-tier Earle-style: the promo video is a bit weird, high air, hypnotizingly strange. Blossoms in the sun: ‘Don’t leave me, hello sun, where are you going?’ Then, she declares, ‘I’m tattooing that as my favorite hour.’ Cutting edge.
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The guide is free for download, attracting the curious—a supposed tantric procedure for bronzing. The caption is absurd, as expected from Earle: she calls it her “tantric guide to the perfect glow,” with a Hawaiian Tropic link provided. This partnership makes too much sense: Earle’s brand reads for maximalist fun, and Hawaiian Tropic’s vibe is all about sun-fun chill-out.
Praise poured over immediately, one user calling it a ‘PHENOMENAL campaign,’ while many called it simply ‘ICONIC.’ The wit lined up well with a commenter joking, “This is giving Elle Woods Harvard audition tape,” referencing the charm of Legally Blonde’s protagonist. However, this dropped a few skeptical comments: some responses wondered why fellow influencer Tana Mongeau was not involved given the cheeky title’s obvious nod to her name. “How did they not have @tanamongeau in this?” wrote one, with another adding, “I was waiting for her to show up.”
Then some randoms say things like, “You are very special, you are my beautiful!” OMG? And crazier are declarations like, “I’d like to be Alix Earle in my next life, k thanks.” Damn thirst. There were others, and not all were praises, some skeptical comments came from, “Why promote a sunscreen when you can own one?” insinuating that she should have gone on to make her own instead.
Alix’s collaborative ventures have yet to supersede the thin boundary between brilliance and absurdity, and this one is no different. Either you believe in the insanity or you are here just for the glow tips, Tana Sutra is her, all the way. And honestly? We wouldn’t have it any other way.
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The guide is out, so if you’re ready for some serious dramatic tanning, you know where to go. Don’t say we didn’t warn you when you catch yourself whispering “hello sun” to the bathroom mirror. For more on her recent work, check out this major cover with Wall Street Journal Magazine or her latest Jersey Shore vlog.
