BOC Hawaiin Tropic

Hawaiin Tropic announced on the 23^rd of April 2013 that they will eliminate the bikini contest that has been running since 1983. The reason why the contest was eliminated was because it was not getting enough attention from women. Women make 70% of Hawaiin Tropic users and the reason for that is to be tan when summer comes around the corner. Danielle Duncan solution to this problem was to reinvent products that would appeal to today’s women. The contests were extremely popular among women during the 90’s because it was something new and appealing. After the 90’s the contests just slowly faded away and wasn’t not appealing to women but rather disgusted by the idea. The contests were catering more towards men which were not the people they had intended to target.  The brand will continue contests on Facebook rather than doing it on a beach where lots of men gather around to see these beautiful women.  The brand now will shift from tanning oil to sunblock “The modern Hawaiian Tropic woman,” quoted Danielle. The brands identity will now be more of understanding the importance of sun care to keep skin healthy while having fun with their family. Hawaiin Tropics good old day of undressing has gone out the window and has welcomed more clothing and covering up. In the meantime Hawaiin Tropic is looking for a new spokesman that will reflect the sensibility of the brand. The contest will continue on but in a different perspective which will offer the models to still be in the contest but without wearing a bikini. The requirements will only be a headshot and a brief essay on why they should be chosen and what qualities they have. The contest prize tarnished the brand image and was followed by sexual harassment lawsuits. “The bikini contests—staged a final time in Australia in 2012—were the last vestige of an era when men mattered more to advertisers”  which today the views for these contests are not as interesting as how they were back in the 90’s.

  

Sources: Weiss, Piper. "Hawaiian Tropic Bikini Pageants Are Officially Over, Thankfully." Yahoo News. N.p., 4 23 2013. Web. 24 Apr 2013. <http://shine.yahoo.com/beauty/hawaiian-tropic-bikini-pageants-are-officially-over--thankfully-191218701.html>.