Brandgenuity Adds Hawaiian Tropic Partners

Energizer Personal Care has signed four new licensees to bring the Hawaiian Tropic sun care brand to swimwear, footwear, cosmetics and beach accessories.

Licensing agency Brandgenuity brokered the deals on behalf of Energizer Personal Care.

“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,” says Jim Alsante, group marketing director, 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 new Hawaiian Tropic licensees include Dreamwave (women’s and junior's swimwear), Eastman (summer footwear), Luxe Brands (cosmetics and fragrance) and Morgan Home (beach towels and bags).

The beach accessories and footwear will launch this year, with swimwear, cosmetics and fragrance to follow in 2016.

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