A number of properties have entered the sunscreen category this year, and they are a diverse lot. For example:
• Mandalay Bay resort and casino partnered with PakLab for a line of suncare products under the Bay Soleil brand.
• eOne and Cancer Council Australia teamed for a line of Peppa Pig sunscreens that launched at Coles supermarkets before expanding to other Australian retailers.
• Fashion label Tommy Bahama licensed Coola Suncare for an array of sunscreens, as well as bronzing mist and lip balms, for sale at its own stores and in beauty and swimwear retailers.
Meanwhile, on the outbound licensing side, Energizer Personal Care’s Hawaiian Tropic suncare brand signed four new licensees this year for beach-friendly categories including swimwear, summer footwear, and beach towels and bags, as well as cosmetics and fragrances.
The sunscreen sector has seen sporadic licensing activity over the years, with properties from Sesame Street to Major League Baseball among those lending their names to sun-protection lotions. But new agreements are certainly becoming more frequent as suncare companies look to well-known and relevant brands to lure consumers who are increasingly aware of the dangers of too much sun.
And, as this is this still a relatively undeveloped slice of the health and beauty category, and one that is compatible with the broader health and wellness trend, it is likely that there will be more deals forthcoming.