Hawaiian Tropic continued its ‘Endless Summer’ campaign last night with an exclusive rooftop gig by UK brand ambassador Perrie at Shoreditch House.

The event was produced with Buddy Media Group, the social agency behind the campaign’s creative and results-driven strategy. Known for bold, shareable moments, Buddy Media helped bring the brand to life in an engaging, social-first way.

Following the brand’s first pan-European experience, Hibiscus Cove in Estepona, this UK event fused music, lifestyle, and product storytelling- reinforcing Hawaiian Tropic’s positioning as a lifestyle-led sun care brand.

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.”

Sam Budd, CEO & Founder, Buddy Media said: “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.”

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.”