The Hawaiian Tropic is no longer pushing through with their tradition of the Hawaiian Tropic bikini contest. they are now replacing it a contest for the "next face of Hawaiian Tropic". They are trying to find the woman who best shows the values of the brand which is beauty, confidence, style, enjoying the sun & keeping the skin healthy. The winner will be chosen by Facebook users and will win the spokesperson position as well as a trip to Hawaii. The contest will be advertised with the slogan "Are you more than a pretty face ? Prove it !". This event is aimed towards the demographic of women from ages 18-34. The brand manager Daniel Duncan states that bikini contests does not represent the brand correctly. The brand is advancing itself to be more than just sun care but also a leader in skin care. They have added skin benefits like anti-aging, hydration, and antioxidants to not only protect the skin from the sun but make it softer and healthier as well. The brand image is changing and evolving so they are changing the contest as well to further help the brand achieve the image they want to portray.
I believe that this big change will definitely appeal to their pointed demographic more than their past contest has. The bikini contest attracted more men then women when really, more women than men use their products. Now that the contest has narrowed down to the face and includes personality, their target market will be more involved.
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