Hawaiian Tropic’s Endless Summer continues with exclusive Perrie Edwards performance

The activation was delivered in partnership with Buddy Media Group, the social agency behind the campaign’s creative and performance-led strategy. Known for crafting bold, disruptive social moments, Buddy Media helped Hawaiian Tropic bring the brand to life in a way that was both emotionally resonant and socially scalable.

Perrie was selected as the face of the campaign for her unique ability to bridge mainstream appeal with aspirational lifestyle. Her authenticity, cultural relevance, and strong digital presence made her a natural fit for a brand that champions confidence, radiance, and self-expression. Her performance offered fans a rare, intimate experience that brought the brand’s values to life.

The campaign has also seen the launch of key NPD, including the SPF50 Glowing Protection Face Cream and Hydrating After Sun Skin Nourishing Oil, both of which were heroed throughout the evening. These innovations reflect Hawaiian Tropic’s continued focus on skin-loving sun care that delivers both protection and radiance.

This activation builds on the success of Hawaiian Tropic’s first pan-European brand experience, Hibiscus Cove, which took place earlier this summer at Nido Beach Club in Estepona. That event brought together influencers, press, trade partners, and competition winners from across the continent for a fully immersive brand world. The Shoreditch House gig served as a natural evolution – translating the campaign’s energy into a UK-specific moment that fused music, lifestyle, and product storytelling.

Perrie’s Endless Summer gig not only reinforced Hawaiian Tropic’s positioning as a lifestyle-led sun care brand, but also demonstrated the power of integrated, social-first activations to drive meaningful engagement and long-term brand equity.

Alexandra Douglas, Marketing Director UK, Edgewell Personal Care said “Here at Hawaiian Tropic the team are passionate about helping people enjoy the sun, safely and with confidence. Partnering with Perrie and activating with Buddy Media allows us to share that message in a fresh and exciting way.” She continues“Perrie’s performance added a brilliant spark to the event, and we’re proud to have her onboard as our brand ambassador. It’s all about making suncare part of the fun, not a chore.”

“Bringing this event to life has been a real joy for our team. We wanted to create something that not only celebrates summer but also highlights the importance of caring for your skin in the sun, and we couldn’t think of a better partner than Perrie to help tell that story,” said Sam Budd, CEO & Founder, Buddy Media. He continues “Her energy, authenticity and connection with fans make her the perfect fit for the brand, and we’re thrilled to have her perform as part of the launch.”