The City of Miami Beach kicked off its birthday celebration the evening of Friday, March 14th with a launch party for Miami Beach Suncare, a new line of skincare products. In attendance were some of Miami’s brightest stars, including Emilio Estefan, Lili Estefan and various City officials.
Spearheaded by Destination Brands International (DBI), the line launched with five products — including three types of sunscreen and two bronzers. Branded as the official and exclusive suncare products of Miami Beach, this is a move by the City to further globalize its highly marketable name.
In structuring this licensing agreement, the allocation of ownership and intellectual property rights concerning the Miami Beach trademark was carefully negotiated. Terms stipulate an initial five-year deal with the city and renewal terms were mutually agreed upon by both parties. A split in product revenue with the city was also agreed upon, with a percentage going to Miami Beach depending on sales volume. Public benefits include 500 bottles of the sunscreen for Miami Beach lifeguards, along with 1 percent of sales benefiting beach cleanups and suncare education.
Licensing agreements for the development of luxury beauty brands is becoming a trend, as we’ve seen with Luxury Brand Partners launch R. & Co., a hair care line founded by celebrity stylists Howard McLaren, Garren Defazio and Thom Priano. Like the Miami Beach Suncare line, intellectual property rights are of paramount importance in these kinds of deals.