Hawaiian Tropic Skincare, Suncare
Skin is more important than ever, and protecting it from damaging rays on the daily is more than just smart, it's become stylish. Hawaiian Tropic has a legacy of fabulous botanicals, scents and formulas that are skin loving for the sun lovers. As the lead copywriter for this brand, I've crafted a fun, friendly and encouraging voice with short and pithy copy. I work on absolutely every assignment, idea and every word, and it encompasses everything from the mundane to the marvelous. (Also because I'm also a parts and beauty model, I've been been tapped as talent. I wear a lot of hats on this one!)
Copywriter: Raye Ebensteiner
Client: Edgewell Personal Care
Voice and branding, video, naming, retail, packaging, photo direction, email, website, social media, product for GWP/PWP, Amazon site
Short, punchy voice for product & category stories
Brand Activation / Public Relations:
The Hawaiian Tropic team teamed up with Van Leeuwen ice cream and fitness influencer Brianna Joye—the force behind City Girls Who Walk—for a sun-soaked, sweet-tooth-approved community walk along New York City’s West Side Highway. To celebrate the launch of our new product Weightless Hydration Mist SPF 30 for Face, we brought the perfect pairing to life: a stroll in the sunshine followed by custom-flavored ice cream and plenty of SPF.
From renaming the Van Leeuwen flavors to writing cheeky signs, merch, and copy for the cart itself, this was one of those dreamy brand moments where creativity met connection. Based in New York, I got to help organize the event in person, meet Brianna, and hand out swag bags while making sure everything ran smoothly. With support from both Hawaiian Tropic and Brianna’s community, our activation reached over 300 attendees—and even more through social and email. A hot day, a cold cone, and a whole lot of SPF love.
Product & People
Social
PWP Product Development
Lots of emails
Amazon Site
Retail Specific Displays - Walgreens, CVS, Costco
