Looking to bring some warmth to whats been a very cold winter in much of the U.S., Miami Beach will spread some sun, becoming the first city with its own line of sunscreen.
Launched earlier this week, Miami Beach Suncare is hitting store shelves nationwide.
Teaming up with Destination Brands International, the city will move to further globalize its name as a highly marketable brand, with five products including three types of sunscreen and two bronzers available.
Each of the five products will sell for $14.95 and will be available at retail locations including CVS, Ulta and Bed Bath & Beyond and online at MiamiBeachSun.com/shop
The products come in different levels of SPF, including 15, 30 and 50, with 15 being a gel; 30, a lotion; and 50, a spray. Along with the sunscreens, two instant color bronzers in both lotion and spray form round out the line.
The products contain natural ingredients, including salt water and kelp and were made to embody the feel, smell and senses of Miami Beach.
The idea was to capture the essence of Miami Beach in a bottle, said Desiree Rodriguez, vice president of marketing and sales for Destination Brands International. In coming up with these products, its how we capture the nature, these elements, in a bottle. In doing that, its how we ended up with this sleek bottle. The colors that we use, the kelp, the fragrance.
Public benefits include 500 bottles of the sunscreen for Miami Beach lifeguards, along with 1 percent of sales benefiting beach cleanups and suncare education.
Terms stipulate an initial five-year deal with the city, with renewal terms mutually agreed upon by both parties. A split in product revenue with the city was also agreed.
On Saturday, in the blistering cold and heavy snowfall of New York, a launch party at Grand Central Terminal could bring a refreshing change to an otherwise frozen city.