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The Hawaiian Tropic® Brand Goes “Beyond the Beach”
with New Apparel Line

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New York, NY (October 1, 2015) – Edgewell Personal Care Company, home of iconic sun care brand Hawaiian Tropic®, has partnered with The Fred David International Group to announce the launch of its highly anticipated fashion line, Hawaiian Tropic® Apparel.  An international sun care brand synonymous with summer indulgence, the Hawaiian Tropic® brand is no stranger to the lifestyle industry, so it’s no surprise they are expanding the brand beyond the beach with a stunning apparel range.

The Hawaiian Tropic® Apparel 2016 collection features ready to wear styles, reminiscent of the brand’s sunny aesthetic. The tropical inspired range incorporates colorful prints, cutting edge styles and comfortable lightweight fabrics for a fashion forward look. The vibrant collection is sure to make every woman look and feel effortlessly beautiful with cover ups, rompers and key trendy separates designed to cater to every woman’s style and body. With versatile designs created to take you from the “beach to beyond”, Hawaiian Tropic® Apparel makes preparing for your next cruise, weekend at the beach or girls’ lunch simply a breeze.

Hawaiian Tropic® Apparel will launch in November 2015 under the Fred David International Group. Fred David CEO and President, Andy Kirstein has worked in women’s apparel for over 25 years and believes the fashion line is a natural extension for the internationally acclaimed brand. The group plans to expand the range further to incorporate athleisure and resort wear in fall 2016. Kirstein explains, “Our vision for the next 5 years is to grow the apparel line into an iconic brand akin to the brand’s sun care range.”

The agreement between Edgewell Personal Care and the Fred David International Group was brokered by Edgewell’s exclusive licensing agency, Brandgenuity.

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 info@brandgenuity.com.

About Edgewell Personal Care

Edgewell Personal Care manufactures and markets a diversified range of personal care products in the wet shave, skin care, feminine care and infant care categories with well-established brand names such as Schick® and Wilkinson Sword® men's and women's shaving systems and disposable razors; Edge® and Skintimate® shave preparations; Playtex®, Stayfree®, Carefree® and o.b.® feminine care products;  Banana Boat® and Hawaiian Tropic® sun care products; Playtex® infant feeding, Diaper Genie® and gloves; and Wet Ones® moist wipes. 

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 with offices in London. The agency is ranked amongst the top 15 licensing agencies worldwide. 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 Organic, Viacom Network, Arm & Hammer, Hawaiian Tropic, Banana Boat, Playtex, Pepperidge Farm’s Goldfish, The Boppy Company, Winnebago Industries, Gas Monkey Garage, and MGM Studios, among others. For more information, please visit www.brandgenuity.com.

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