Hawaiian Tropic will use a Facebook contest to find the face of its newest advertising campaign. Now that the brand has retired its ‘Miss Hawaiian Tropic’ bikini contest, it’s using social media to search for the “woman who best embodies everything Hawaiian Tropic now stands for — beauty, confidence, style, enjoying the sun and keeping skin healthy.”
The contest, which begins May 6, will seek the new face of Hawaiian Tropic through the brand’s Facebook page, reports The New York Times.
Contestants will fill out a character profile to show how they fit the Hawaiian Tropic ideal, and the winner – chosen by Facebook users – will get a vacation to Hawaii and be featured as a brand spokeswoman in the next advertising campaign.
The brand’s advertising is aimed at women ages 18-34; around 70% of Hawaiian Tropic consumers are women.