Ed Hardy designer Christian Audigier plans to follow up the tattoo-inspired fashion brand’s inaugural fragrance duo — which became a surprise hit earlier this year — with a pair called Love & Luck that’s slated for December.
The signature Ed Hardy men’s and women’s scents, which were introduced in February, broke into the respective men’s and women’s top-20 prestige fragrance rankings the following month, according to Karen Grant, global industry analyst and vice president of beauty at The NPD Group.
Moreover, Jon Pollack, executive vice president and general merchandise manager at Belk Inc., noted recently, “On the niche side, Ed Hardy has been a very pleasant surprise.”
The scents, according to industry sources, generated an estimated $21 million in retail sales through June.
Now, Audigier and Ed Hardy’s worldwide fragrance licensee, New Wave Fragrances LLC, are gearing up to launch Love & Luck within the brand’s existing fragrance distribution network, which comprises some 2,200 doors, including (aside from Belk) Nordstrom, Dillard’s, Macy’s, Bon Ton, Ulta and Stage Stores.
While Love & Luck is to officially be in full distribution in January, stores are expected to start carrying it in December.
Love & Luck was inspired by an oversize painting by tattoo artist Don Ed Hardy. The work features 2,000 dragons on a 4-foot-wide, 500-foot-long scroll, which he painted to commemorate the start of the millennium eight years ago.
“Ed Hardy is known as the godfather of the modern tattoo,” said Zalman Lekach, chief executive officer of New Wave Fragrances, which is based in Miami. “I came across this scroll when I was researching his art and it was the perfect inspiration for fragrances based on Japanese tastes.”
While Love & Luck for women is “soft and elegant,” with notes of cherry blossom and forbidden plum, said Lekach, the men’s version is inspired by “Tokyo nightlife” and is “a bright, eclectic mix of fruits and fresh scents.”
Audigier designed the fragrances’ cylindrical bottles. Packaging for the women’s scent features a geisha, and graphics on the men’s scent depict playing cards, dice and coins.
“This is a very visual brand,” said Lekach, who noted the target demographic for Love & Luck is the “young and affluent [consumer] who wants a little street cred and to feel edgy and cool.”
Like the signature Ed Hardy fragrance duo, the Love & Luck scents were developed by Givaudan in conjunction with Audigier.
Love & Luck for women, an eau de parfum that was mixed by perfumer Adriana Medina, includes top notes of bergamot, blood orange and a red sake accord; a heart of black currant, pink peppercorn, nectarine, jasmine petals and forbidden plum, and a base of sensual musk, cedarwood, sandalwood and patchouli.
Love & Luck for men, an eau de toilette that was composed by Olivier Gillotin, also opens with citrus accords including bergamot, orange and mandarin, but mixes in cardamom. It has a heart of absinthe, sage, cypress and violet and a drydown of musk, cedarwood, dark vetiver and agarwood.
Both the men’s and women’s Love & Luck scents will come in 1.7-oz. versions for $55 and 3.4-oz. sizes for $75 — the same sizes and prices as the Ed Hardy signature duo.
Love & Luck for women will be accompanied by a $25 shimmering body lotion and an $18 bath and shower gel, both of which are 6.7 oz. Launching along with the men’s scent will be a 6.7-oz. hair and body wash ($18) and a 2.75-oz. deodorant stick ($15).
Industry sources estimate the Love & Luck masterbrand could do about $20 million in first-year wholesale sales in the U.S. International distribution plans call for the scents to be rolled out abroad at the same time they are launched in the U.S., and they are to be carried in countries including Germany, South Africa, Australia, Canada and Mexico.
To support the introduction of Love & Luck, industry sources estimate about $7 million has been earmarked for a U.S.-based advertising and promotional effort that is to include 2 million vials on card and print and outdoor advertising.
For instance, ads are slated for magazines like Lucky and Maxim, while a “strong co-op” campaign is planned with the department stores that will carry the scents, according to Lekach. Billboards are planned for the New York, Chicago, Los Angeles and Miami markets.
@fearofgod and @maxfieldla have teamed up on a pop-up installation. The store, located in the gallery space across from Maxfield’s Melrose Ave location, is the site of the brand’s House of God pop-up in which Fear of God founder @jerrylorenzo has created a church-inspired installation. A dozen vintage church pews sit in front of an LED screen playing 90s gospel singers in an effort to re-create an environment akin to a Southern Baptist Church, Lorenzo explained. Read more about the pop-up on WWD.com #wwdfashion (📷: Jennifer Johnson)
Known for his sleek, sophisticated American glamour, Norman Norell is the subject of an upcoming exhibition at @fitnyc. “Norell: Dean of American Fashion,” which runs from February 9 through April 14, will feature approximately 100 ensembles and accessories. His best work is exemplified by the designer’s glittering “mermaid” gowns frosted with thousands of hand-sewn sequins – like the one pictured. (📷: William Helburn) #wwdfashion
For pre-fall 2018, @balmain didn’t let go of the glitz. A crystal embroidered baseball jacket priced at around $40,000 hangs in the “couture” section of the brand’s first men’s pre-collection. Sporting the words “Balmain Army” across the back, the item took around two months to make. “When it was completed, it was like Christmas, it was like, ‘It’s done, it’s exactly what I wanted,’” said Balmain’s creative director @olivier_rousteing during a tour of the collection in a Paris showroom on Monday. #wwdfashion
Eighty degree temperatures and outdoor installations at the annual Art Basel Miami Beach called for bright, elevated beachwear. See more street style pictures on WWD.com. #theyarewearing #ABMB (📷: @lifeinreverie)
Following September’s emotional tribute to her brother Gianni, Donatella Versace wanted to bring the spring show’s deep sense of intimacy to her @versace_official pre-fall collection. Donatella found inspiration in Versace Palazzo in Milan and from Gianni’s opulent apartment. Archival patterns and new motifs were splashed on silk shirtdresses and fitted jersey frocks. See the rest of the photos on WWD.com. #wwdfashion
Demna Gvasalia continues to shake up the Paris fashion calendar — and experiment with new runway timetables for his @vetements_official brand. WWD has learned that Vetements plans to stage its next coed show for the fall 2018 season on January 19 during Men’s Fashion Week in the French capital. Details about the timing and venue have not been confirmed — stay tuned on WWD.com to catch the latest. #wwdnews (📷: @giovanni_giannoni_photo)
@zacposen's go-to holiday gift? Cookies! "I'll usually bake cookies and send them as a gift," said the designer, who recently released his cookbook "Cooking With Zac: Recipes from Rustic to Refined." Get the recipe for his Brown Butter-Chocolate Chip Cookies via link in bio 🍪🍪🍪 #wwdeye #cookingwithzac
For @monsemaison’s pre-fall 2018 collection, Fernando Garcia and Laura Kim honed in on the brand’s many signatures — men’s wear, which was tweaked and feminized through deconstruction, proportion play and lots of bare shoulders. See the rest of the photos on WWD.com #wwdfashion (📷: George Chinese)
On Friday night, @yohjiyamamotoofficial received the Design for Asia Lifetime Achievement Award in Hong Kong. The 75-year-old designer has been celebrated for many years and is best known for his dark and avant-garde tailoring. “In my long career, in design, architecture, [I’ve been to] so many parties, this is the very first time that I have such a warm feeling, I really appreciate this,” Yamamoto said. #wwdfashion (📷: @dominiquemaitre)