While last year it mirrored many other seaside towns with the usual offerings of sun protection advice and free lotion samples, this year it has produced its own.
Called Harbour Arm, the product boasts both local production and cheaper prices than high street brands. Also, the charity Skin Care Research Fund gets 20p for every bottle sold.
And now, thanks to a spate a good weather this week in the south- east, the sun-seeking residents of Hastings might at last actually be able to use the new product.
Other silly season promotions by councils in previous summers have included Bracknell Forest Borough's creation of a tropical beach in the middle of the landlocked Berkshire town.