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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.