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The Hawaiian Tropic® Brand Signs on New Licensee Hotel Emporium

Aqua-Aston Hospitality to premiere the Hawaiian Tropic guest amenities line at its leading properties across Hawaii and the continental U.S.

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New York, NY (November 28, 2016) – Edgewell Personal Care, maker of the iconic sun care brand Hawaiian Tropic®, is announcing their first-ever hotel group license with Hotel Emporium, a leading supplier of hotel amenities. Hotel Emporium has developed a line of Hawaiian Tropic shampoos, conditioners, shower gels, soaps and moisturizers for hotel guestrooms designed to evoke the indulgences of the tropics.

Hotel Emporium currently distributes product in guestrooms to notable hotel properties including Hyatt, Aqua-Aston Hospitality, SLS Hotel Las Vegas, Outrigger Hotels & Resorts, select Hard Rock Hotels, Extended Stay America Hotels, and others. Aqua-Aston Hospitality, one of the largest hotel and resort management groups on the Hawaiian Islands, will be the first to feature the Hawaiian Tropic amenities line. Hotel Emporium anticipates other chains to follow.

“We are delighted to be partnering with Hotel Emporium to extend Hawaiian Tropic into a category that is such a natural fit for the brand,” said Jim Alsante, Group Marketing Director at Edgewell Personal Care. “Consumers have always turned to Hawaiian Tropic for sun care, especially while on vacation. Now, we can offer travelers all of the other guestroom amenities they need from the brand they love.”

The Hawaiian Tropic amenities feature the signature fragrance of Hawaiian Tropic, inclusive of coconut extracts, essential oils and natural moisturizing ingredients. The line of scented bar soaps, shampoo, conditioner, body wash, and body lotion will launch into premier beach and family vacation resorts in January 2017.

“Our hotel customers are eager for brand-named amenities,” said Shea James, Director of Sales Hotel Emporium. “The Hawaiian Tropic brand embodies the Aloha spirit, and brings something very special —a great brand, with an instantly recognizable fragrance, a tropical feel, and a premium positioning." Added James, "Our customers were so excited – they were just wowed by this new line that embodies vacation and indulgence. They cannot wait for the product to ship.”

The agreement between Edgewell Personal Care and Hotel Emporium was brokered by Edgewell’s exclusive licensing agency, Brandgenuity. “This is a win-win for Edgewell and Hotel Emporium,” said Jay Asher, Managing Director of Brandgenuity. “We love this kind of extension that is based in strategy and honors the equities of the brand.”

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® products have carried The Skin Cancer Foundation's Seal of Recommendation for almost two decades.

About Edgewell Personal Care™

Edgewell Personal Care (NYSE:EPC) manufactures and markets a diverse range of personal care products in the wet shave, skin care, feminine care and infant care categories with well-established brand name products 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 care products and gloves; Diaper Genie® and Litter Genie® disposal systems; and Wet Ones® moist wipes.  ©2016 Edgewell.  The Playtex® trademark is used under license.

About Hotel Emporium

Hotel Emporium is a Certified Minority & Family Owned Company that was founded in 1996 with the mission to truly elevate the standards of the hospitality industry.  Hotel Emporium is a leader in guest care amenities & hotel supplies servicing 6,000+ hotels worldwide.  The Hotel Emporium model continues to captivate leaders in hospitality through a combination of first-class service, innovation and a strong commitment toward environmental stewardship. Today, Hotel Emporium has manufacturing plants and sales offices around the world including USA, United Kingdom, China, Malaysia, Dubai, France and Sri Lanka. For more information, please visit www.hotelemporium.com.

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, Planet Fitness, Gas Monkey Garage, and MGM Studios, among others. For more information, please visit www.brandgenuity.com.

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