Hawaiian Tropic and Banana Boat Adjust Marketing for a Different Sort of Summer

Parent company Edgewell Personal Care prepares for sunny days without the beach

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Temperatures are rising. Memorial Day is around the corner. Cool summer cocktails on a lazy afternoon feel just a moment away.

With states opening up again, Edgewell Personal Care is increasingly optimistic about its ability to move its seasonal grooming products despite the pandemic being anything but a distant memory.

“As we assess consumer demand in this Covid-19 environment, we anticipate growing headwinds in our North American sun care business, particularly in the event of a prolonged impact on the summer travel and holiday season,” said CEO Rod Little in an earnings call with analysts earlier this month.

To date, he added, there have been “no initial indications of any changes in retailer focus or prioritization, which is very encouraging.”

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