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Ed Hardy's Hearts & Daggers for Women |
Hearts & Daggers, from the Ed Hardy fashion label by Christian Audigier, is available in men's and women's versions and is designed to reflect the striking nature of the clothing brand. It will be rolled out in the first quarter of 2010.
The new fragrance follows the successful launch of the original Ed Hardy line and the Love & Luck collection, which was introduced in 2008.
Talking to The Moodie Report at Cannes, IBW Inc Travel Retail Director Martha Rosas said the response to the brand had been very good so far. "The packaging is updated every three months and the reaction has been very good.
“Ed Hardy has created yet another great product with strong global appeal. The brand has capitalised on its recognisable styling and produced a new line that speaks volumes about the brand’s strength.”
The Hearts & Daggers fragrances are inspired by the vintage tattoo art of Ed Hardy’s clothing line. The women’s juice has top notes of blood orange orpur, violet leaf and apple; middle notes of mango, apple blossoms and pink jasmine; and drying notes blending cashmere musk, amber, benzon tears orpur and blond wood.
The packaging features the iconic Ed Hardy tattoo graphics. Both the box and the bottle are covered in the colourful graphics synonymous with the Ed Hardy signature brand.
The edp spray is available in 1.7oz/50ml and 3.4oz/100ml sizes. The bottle imagery focuses the attention on the centre, where the text ‘Love Kills Slowly’ drapes over a heart and skull. The bottom becomes transparent rose-coloured glass. The sweet scent is also available in Shimmering Body Lotion (6.7oz/200ml).
The female fragrance also features a gwp of a stylish Ed Hardy overnight bag with two original Ed Hardy tattoo designs. A special value gift set is also available, which features the perfume, lotion and a travel-sized perfume.
Hearts & Daggers men's fragrance
Described as both sensual and masculine and appealing to men with a wild and independent streak, Hearts & Daggers for Men features bright top notes of Anjou pear, fresh basil and Martini accord. A mix of white pepper, papaya and rosemary finish out the middle notes. The dry notes are a complex blend of Katsura wood, suede, patchouli and sandalwood.
Both the box and the bottle are covered in colourful Ed Hardy tattoo graphics, with bold aqua highlights including the aqua glass at the base of the bottle. Here, the imagery focuses the attention to a single image of a skull over two swords and flames.The edp spray is available in 1.7oz/50ml and 3.4oz/100ml sizes. The men’s fragrance is in an edt spray (1.7oz/50ml), 3.4oz (100ml) and alcohol-free deodorant (2.75oz/78g).
The male fragrance also features a gwp – a classic brown Ed Hardy duffel bag with a large original Ed Hardy tattoo design. A special value gift set is also available for purchase, which features the Cologne, body wash and travel-sized Cologne.
The similar packaging is highlighted in the eye-catching advertisement, which has the product as king. At the top of the page is the brand name: Ed Hardy by Christian Audigier. A banner with the product name Hearts & Daggers is in the traditional tattoo font. The bottles take up the whole of the ad space, and a background of hazy colours aims to add to the edgy fragrance.
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IBW Inc Travel Retail Director Martha Rosas says: “The potential for this brand in travel retail is boundless. True Religion denim is both bohemian and chic, which allows the brand to be a unique combination of timeless yet always fashionable" |
At Cannes, IBW also unveiled the first True Religion fragrances for men and women. The premium denim brand is known for being innovative and this new product is designed to encapsulate the company’s ethos by being daring, edgy and seductive.
“The potential for this brand in travel retail is boundless,” said Rosas. “True Religion denim is both bohemian and chic, which allows the brand to be a unique combination of timeless yet always fashionable. The fragrance line is an effortless extension of the successful label and we’re looking forward to introducing this to a number of key markets.”
The True Religion line has already been introduced to the US and Canadian markets and has just launched in Germany, where Gebr Heinemann is extending the roll-out in the country. The brand is doing very well in London, noted Rosas.
True Religion For Women has fruity top notes of Calabrese bergamot, Brazilian mandarin, violet leaves, crisp apple and redcurrant; the floral middle notes consist of freesia, pear tree blossom, amaryllis and a touch of plum; and the bottom notes feature Hinoki wood, ambrette musk and blond cedar wood.
The clean, feminine scent is showcased in an ad campaign highlighted by a woman in a white blouse and rugged cowboy hat, aiming to accentuate the classic, sensual and captivating nature of the perfume, the company said.
Packaged in a muted vintage cream box with True Religion styling, the female fragrance is available in a body spray, shower gel and body lotion. The edp spray is available in 1.7oz/50ml and 3.4oz/100ml opaque glass bottles with a silver top and silver engraved embellishments with crystal accents. The citrus, woody musk scent is also available in bath and shower gel (6.7oz/200ml) and a shimmering body lotion (6.7oz/200ml).
The female fragrance features a gwp comprising a fashionable white tote with yellow accents and faded black floral graphics. A gift set is also available.
True Religion For Men
True Religion For Men aims to evoke a rugged feel with top notes of lemon peel, verbena and lavender; middle notes of a blend of coriander, fir balsam and juniper berry; and masculine bottom notes highlighting scents of patchouli, sandalwood and balsam.
Ads for the vintage-style scent emphasise True Religion’s masculine appeal, with an image of a man in relaxed denim surfing under a blue sky. The men’s fragrance is in an edt spray (1.7oz/50ml), 3.4oz (100ml), Hair and Body Wash (6.7oz/200ml), and deodorant stick (2.75oz/78g).
The outer packaging is made from distressed metal and rugged leather materials forming a bold, powerful shape. Three gift sets have been developed featuring various sizes and combinations.
The male fragrance also features a gwp of a fashionable, brown denim horseshoe duffle bag with an embellished True Religion side pocket.
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"Christian Audigier is an undisputed leader in the fashion world,” enthuses Rosas. “This exciting launch of his fragrance line seeks to repeat his overwhelming success in the fashion world. I see great potential for the line in travel retail" |
IBW also launched at Cannes the first signature fragrance line from fashion designer Christian Audigier, who has gained a reputation among the fashion set for his distinctive Ed Hardy tattoo T-shirts and Von Dutch hats.
“Christian Audigier is an undisputed leader in the fashion world,” enthused Rosas. “This exciting launch of his fragrance line seeks to repeat his overwhelming success in the fashion world. I see great potential for the line in travel retail, as the name is synonymous with fashion and style and appeals to a wide audience.”
Christian Audigier for Women has fruity top notes of blackberry, pomegranate sorbet and tangerines; the middle notes are a seductive blend of black coconut, magnolia and wild orchid; and the scent dries with the smells of Indonesian sandalwood, amber crystals and exotic woods.
Packaged in a bold red gilded box with ornate Christian Audigier styling, the female fragrance is available in a edp spray (1.7oz/50ml and 3.4oz/100ml). The deep red glass bottles with a gold crown top have a gold monogrammed ‘C A’ on the front of sprays. The woody, sensual scent is also in a body lotion (6.7oz/200ml).
Christian Audigier for Men was inspired by his fashions: big bursts of colour with an underlying edginess, the company said. The colourful top notes are blackberry, pomelo, Asian pear and dark rum; middle notes feature a complementary mix of cinnamon bark, saffron and orriswood; and the bottom notes are black vetiver, oakmoss and leather.
The men’s fragrance is available in an edt spray (1.7oz/50ml), 3.4oz (100ml), and deodorant stick (2.75oz/78g).
The outer packaging features royal blues and strong gold accents. The bottle top is a striking gold crown that visually complements the female fragrance when paired together.
The tagline “Our Life. Our Love. Captured in an Enduring Fragrance” is written in gold scroll in the ad print campaign, which shows Audigier posing with his wife.
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