Licensing agency will extend the shaving brand into new health and beauty categories.

Edgewell Personal Care Brands has appointed Brandgenuity to build a licensing program for its Skintimate Shave Gel brand in North America.

The licensing agency will now extend the shaving brand into additional health and beauty categories including skin care, bath products, soaps and non-electronic and electronic accessories for bath and skin.

“There is real love for this brand and tremendous equity in the name,” says Jim Alsante, group marketing director, Edgewell Personal Care. “Skintimate Shave Gel products help to protect and moisturize the skin, leaving the consumer with healthy-looking skin and feeling wonderful. But at its highest level, the brand is about helping women to feel radiant, empowered and feminine. We plan to provide a range of products that accomplish this same thing.”

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

“We love this brand and believe it can be extended into a wide variety of categories well beyond shave prep,” says Jay Asher, managing director, Brandgenuity. “The instantly recognizable branding, the signature scents, the eye catching packaging and the moisturizing benefit will help leverage in developing new products.”