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Health & Beauty

HBA Gets Fashionable

Licensed consumer goods based on fashion brands generated $21.45 billion worth of retail sales in the U.S./Canada in 2016—HBA goods accounted for $2.55 billion’s worth of that.

This year, we can expect to see more competition in the HBA space from home-brewed brands (the types of which would have been obvious picks for licensing in prior years) and new, innovative extensions from existing brands.

L’Oréal and David Beckham launch a new men’s grooming brand—House 99—due to selectively launch worldwide in March. It’s the first time the British soccer star has launched his own beauty label as well as one of the few rare moments L’Oréal has launched a new brand from scratch—the line includes 21 items for beards, shaving, face, body, hair, and even tattoos. The most unique item out of the line? A tattoo body moisturizer with an SPF 30, created by and for Beckham, who has some 40 tattoos, to help preserve their original colors.

WWD reports a projection by industry sources that House 99 will generate retail sales of $50 million in its first year worldwide. The men’s grooming and beauty market, in particular, has been enjoying double-digit growth over the last couple of years.

American watch and lifestyle brand BENRUS gets a new home under the ownership of BENRUS Holdings—an affiliate of New England Partners Opportunities Fund, operating in partnership with Lyft Brands Group. Lyft Brands will offer signature pieces, an updated look, and new licensed offerings in core categories for the 97 year-old brand.

In other luggage news, Condé Nast enters into a deal with American luxury goods company, T. Anthony, for a luggage and travel goods collaboration with Vogue. The line, simply titled Vogue x T. Anthony, will offer a unique, limited-edition collection of selected T. Anthony signature styles in exclusive colorways.

Greenlight, a division of Branded Entertainment Network, launches Sophia Loren Home—a new classic lifestyle brand for furniture, home decor, and accessories including bed, bath, rugs, and lighting. While Sophia has developed several marketing partnerships with partners like Dolce & Gabbana and Damiani, this new property represents her first step into brand licensing for the category.

Level Brands’ key lifestyle properties, kathy ireland and I’M1, are growing with new wellness CBD-based product lines. Vancouver-based Isodiol Intl. is expected to develop hemp-derived products such as body balm, tincture, skincare, nano-mist, and functional beverages.

Per the terms of the five-year agreement, Level Brands will receive an initial $2 million payment in the form of Isodiol shares and initial cash payments of $62,500 due at execution of the licensing agreement and in June 2018. During the term of the agreement, Level will also receive $750,000 per quarter in the form of Isodiol shares and a 3% royalty on all gross sales of branded products.



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