Global re-launch for the iconic Hawaiian Tropic® brand in 2010

Global re-launch for the iconic Hawaiian Tropic® brand in 2010

Global re-launch for the iconic Hawaiian Tropic® brand in 2010 150 150 Paradigm PR

Hawaiian Tropic® Sun Care Unveils Luxurious New Products with New Look and Feel

MISSISSAUGA, ON, February 17, 2010 – With the summer sun only a few short months away, Hawaiian Tropic sun care unveils bold changes that mark an evolution for the iconic sun care brand. With a focus on beauty and ‘indulgent sun protection’, the entire line of sunscreens and after sun products now offer a new, luxurious, upscale look and feel.

The innovative new line includes a range of sunscreen products with UVA and UVB protection, such as the Sheer Touch Continuous Spray SPF 60. Also new this year is the Lime Coolada After Sun Moisturizer, with nourishing natural shea and cocoa butters to help keep skin silky and smooth, and a range of Crème lotions which contain a new silky formulation and a heavenly scent. The new Hawaiian Tropic sun care product line will be available in major retailers across Canada in March. Prices range from $9.99 to $11.99.

“The modern Canadian woman wants her sunscreen to do more than simply protect her from the sun’s harmful rays; she wants it to enhance her sun experience by moisturizing her skin, and seducing her senses,” says Zora Crowder, Hawaiian Tropic Senior Brand Manager at Energizer Personal Care, LLC, parent company of Hawaiian Tropic sun care. “Our consumer is a woman who is always up-to-date on the latest trends and loves to be spoiled by her beauty routine. Now more than ever, the Hawaiian Tropic brand will provide her with the indulgence she wants and the protection she needs.”


Discover The Beauty of Sun Protection™
The new Hawaiian Tropic line is designed to thrill the senses – from skin-nourishing formulations with exotic island botanicals to sensual fragrances. All the products offer an exclusive blend of six island botanicals with moisturizing antioxidants. These ingredients indulge the senses by infusing tropical scents with vitamin-enriched lotions that moisturize the skin.

“This year’s re-launch of the Hawaiian Tropic sun care product line-up is all about The Beauty of Sun Protection,” says Christine Popoff, Director of Sun Care, New Product Development at Hawaiian Tropic sun care. “And, this is just the beginning. Our team continues to look at new innovations that bring beauty and sun protection together in unique ways to provide products that instantly enhance skin’s appearance with moisturizing properties that help women feel better and look better.”

The New Look
The new look of the Hawaiian Tropic brand features beauty oriented packaging with a signature curvy shape, as well as clean, modern colours and graphics that reflect tropical beauty. This new packaging builds on the brand’s iconic heritage and brings to life a contemporary but familiar look that is both upscale and sensual.

The New Scent
Hawaiian Tropic sun care reveals a new modern twist on its classic coconut fragrance. The heritage scent has been enhanced for even broader appeal – a clean, fresh, coconut scent. In consumer testing, the new fragrance was overwhelmingly preferred three to one over the current. The new scent will be phased in across the line.

The New Feel
Hawaiian Tropic sun care unveils their new formulation of Crème lotions and after sun products. These lotions offer a luxurious, highly moisturizing ribbon of lotion, which provide a unique pampering and indulgent experience unlike any other sun care brand on the market. The new Crème line offers an SPF 10 sunscreen and a luxurious mango after sun moisturizer. Another addition to the Hawaiian Tropic brand includes an indulgent line of after sun moisturizers to keep your skin feeling silky smooth. The Lime Coolada After Sun Moisturizer helps your skin replenish moisture and the Coconut Body Butter provides intense hydration for up to 12 hours.

The brand re-launch will be accompanied by a new advertising campaign which will focus on the “Beauty of Sun Protection”, supporting the brand’s unique positioning as sun care that provides indulgent sun protection.

About The Hawaiian Tropic Brand
Hawaiian Tropic sun care is a registered trademark of Tanning Research Laboratories, LLC, whose parent company is Energizer Holdings, Inc. Founded in 1969, Hawaiian Tropic is one of the top selling sunscreen brands in Canada. With a range of products and SPFs up to 70, Hawaiian Tropic sunscreens provide broad-spectrum UVA and UVB protection.



For more information please contact Paradigm Public Relations 416-203-2223