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Hawaiian Tropic® Extends Signature Indulgence with Four New Licensees

Tropical-inspired fashion, beauty & beach licensed products to launch for summer 2015 & 2016


New York, NY (March 24, 2015) – Energizer Personal Care announced today that it has partnered 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. Licensed products will leverage the luxurious fragrances and formulas along with rich design assets to truly capture the unique, multi-sensory experience of Hawaiian Tropic.

“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. “We are partnering with licensees who 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 its new licensees were brokered by leading New York-based licensing agency, Brandgenuity.

“We are excited to provide consumers and retail partners with a full range of Hawaiian Tropic branded product,” said Jay Asher, Partner at 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.”

For licensing opportunities, please contact Brandgenuity at 212-925-0730 or

About Energizer Personal Care®

A leading manufacturer of health and beauty products around the world, Energizer Personal Care is a division of Energizer Holdings Inc. (NYSE: ENR), headquartered in St. Louis, Missouri. Energizer Personal Care markets products in over 100 countries worldwide under the Playtex®, Banana Boat®, Hawaiian Tropic®, Skintimate® and Schick® brands. Playtex and all other trademarks are licensed or owned by Energizer or its affiliates.

About Hawaiian Tropic®

Founded in 1969, the Hawaiian Tropic® brand is one of the most iconic and best-known sun care brands in the U.S. With a wide range of products including sunscreens, sunless tanning, after sun, sport and lip, Hawaiian Tropic® sunscreens deliver “indulgent sun protection.” All Hawaiian Tropic® sunscreens with SPFs of 15 and higher meet the Food & Drug Administration’s requirements for broad spectrum UVA and UVB protection. Hawaiian Tropic® sunscreens with SPFs 15 or higher have carried The Skin Cancer Foundation's Seal of Recommendation for almost two decades.

About Brandgenuity

Brandgenuity LLC is a leading independent brand licensing agency based in New York. The agency was voted Licensing Agency of the Year by a leading industry publication and is ranked amongst the top 20 Licensing Agencies. Brandgenuity extends famous and iconic brands into new categories to build awareness and generate incremental revenue. A full suite of licensing services includes strategic licensing planning, prospecting, legal support & contract negotiation, retail development and assisting manufacturers in the strategic acquisition of licenses. The agency’s clients include Stonyfield, A&E (Duck Dynasty), Winnebago Industries, Church & Dwight (ARM & HAMMER, OxiClean, Kaboom), Energizer Personal Care (Banana Boat, Hawaiian Tropic, Playtex), Gas Monkey Garage, The Boppy Company, MGM Studios (Pink Panther, Robocop, Vikings, Fargo), Pella and World Poker Tour, among others. For more information please visit us at