IBW Inc, the distribution arm of Falic Fashion Group, presented Ed Hardy's latest Hearts & Daggers fragrances last month.
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.
"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.
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.