Gifts Today magazine

Hawaiian Tropic extends signature Indulgence with four new licensees

Energizer Personal Care has announced that it has signed deals with four licensees to extend the exotic essence of Hawaiian Tropic sun care into a variety of everyday and seasonal product categories that include swimwear, footwear, fragrance, cosmetics and beach accessories.

“Hawaiian Tropic not only evokes luxurious sun protection, but also a relaxing, tropical getaway in a bottle. We are excited to extend that brand essence beyond sun care,” said Jim Alsante, Group Marketing Director at Energizer Personal Care. “The licensees will help us bring stylish, high-quality, and indulgent products to women who are always looking for a little escape in their everyday lives.”

The four new Hawaiian Tropic licensees include Dreamwave (women’s & juniors’ swimwear), Eastman (summer footwear), Luxe Brands (cosmetics & fragrance), and Morgan Home (beach towels, beach & tote bags). Beach accessories and footwear will launch in 2015 with swimwear, cosmetics and fragrance in 2016. The partnerships between Energizer Personal Care and leading New York-based licensing agency, Brandgenuity, brokered its new licensees.

“We are excited to provide consumers and retail partners with a full range of Hawaiian Tropic branded product,” said Jay Asher of Brandgenuity. “Hawaiian Tropic is a timeless brand and these are the first of many licensing partnerships that will bring a heightened and exciting experience to the brand.”


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