Licensing agency will represent Edge Shave Gel for licensing opportunities.

Edgewell Personal Care, owners of the Edge Shave Gel brand, have secured licensing agency Brandgenuity to launch its licensing program.

Brandgenuity will expand the footprint of the Edge brand beyond its core products of six formulations of shaving gels. Brandgenuity will identify licensing partners to extend the Edge trademark, positioning and unique fragrance to a variety of complementary categories including soaps, body wash, hair care products, fragrance and grooming accessories, among others.

“We know that men’s attitudes toward grooming are changing,” says Jay Asher, managing director, Brandgenuity. “Guys want to look their best, but they need brands that will guide them to the right solutions. Edge is a perfect ‘go-to’ brand for all of his grooming needs. Brandgenuity is passionate about the Edge brand and believes it has all the ingredients necessary for licensing success: a great name, powerful packaging and great personality which shines through in the brand marketing.”

Edgewell currently works with Brandgenuity on its other brands including Hawaiian Tropic, Banana Boat, Playtex and more.

“Whether it’s work, a big date, or a special occasion, you don’t get a second chance to make a first impression,” says Jim Alsante, group marketing director, Edgewell Personal Care. “Presenting his best self and making a good impression is extremely important to him, and is the primary motivator for him to shave. We celebrate that moment; that look in the mirror when men take stock of who they are and ready themselves for triumph. Edge gives you the ultimate advantage for a lasting impression.”