The Ed Hardy by Christian Audigier brand, which as near as I can tell involves designer Christian Audigier creating fashions inspired by Ed Hardy's tattoo designs, was established in 2004, and in the relatively short time since, has made an impressive number of licensing agreements. The brand name appears on a multitude of items ranging from beer and energy drinks to remote control airplanes and motorcycle helmets. The fragrances, which debuted last year under arrangements with New Wave, have done especially well:
Through June, the Ed Hardy Women and Men scents ranked as the top and third-best selling new fragrances in the U.S. market, with $7 million and $3.5 million in sales respectively, according to NPD, which tracks perfume sales. The Ed Hardy scents, which cost $55 for 1.7-ounces and $75 for 3.4 ounces, beat out new fragrances from heavyweights Burberry, Guess and Vera Wang.
So far this year, New Wave has moved $33 million of Ed Hardy fragrances in the United States and around the world. (Miami Herald; 10/27/2008)
Not surprising, then, that they're following up with a new duo. Under consideration today: the women's version of Love & Luck, developed by perfumer Adriana Medina and featuring notes of bergamot, blood orange, red sake accord, cherry blossom, black currant, pink peppercorn, nectarine, jasmine, forbidden plum, sensual musk, cedarwood, sandalwood and patchouli.
Let's start with the packaging, since I'm sure the packaging of the original Ed Hardy Woman (aka Love Kills Slowly) had more than a little to do with its success. The original had tattoo-inspired design elements on the plastic outer cap, which extended far past the spray mechanism to cover most of the inner glass bottle. I thought it was fun, if perhaps (as is usual with plastic) maybe a little bit less wonderful when you saw it in person than it was in pictures. They've gone a more conventional (and I assume much cheaper) route with the new Love & Luck Woman: the design, featuring a stylized sort of geisha, is on a paper label that wraps around the bottle. It's nice enough, but maybe not quite so much fun.
The Love & Luck juice, however, is way more fun, at least to my nose. Given that I'm not in the target market and that I wouldn't have worn Ed Hardy Woman, perhaps that is the kiss of death for Love & Luck, who knows? Anyway, it starts off fizzy, with bright citrus, sweet fruit, and loads of pink pepper. The pepper, along with wine-y undertones that must be the "red sake" accord, save it from smelling like candy (or like the strawberry bubblegum of Ed Hardy Woman). The dry down is nondescript floral notes with musky woods; it stays fruity pretty much throughout, but the base is surprisingly dry, with just a touch of clean patchouli. Unfortunately, it gets a bit bland and flat after an hour or so on skin — as is so often the case, most of the fun is in the early stages
Love & Luck isn't a masterpiece, and I wouldn't call it sophisticated — I rather doubt that it's going to be a surprise hit with the perfumista community — but it's nicely done for what it is: a young, easy to wear, energetic scent. I'm not going to be buying it, but at least it made me smile. It also reminded me strongly of some other perfume I haven't been able to place — if you've smelled it, do comment and tell me what it reminded you of.
Ed Hardy Love & Luck is available in 50 and 100 ml Eau de Parfum and in matching body products.
Sounds kind of fun. Even though I avoided getting sucked in by the Harajuku dolls, I'm a total sucker for the tattoo motif. I was considering some Ed Hardy sneakers the other day just because they had an awesome mermaid design on them.
Robin, do you know where it is currently available to go sniff?
It's at Macys, although as of today they seem to have removed it from their website. You can still find the order page via Google though — and interestingly enough, their description at the moment is identical to the one I wrote when I announced it, which is pretty darned funny:
Ed Hardy Love & Luck for women is described as “soft and elegant”. The fragrance was developed by perfumer Adriana Medina; the notes include bergamot, blood orange, red sake accord, black currant, pink peppercorn, nectarine, jasmine, forbidden plum, sensual musk, cedarwood, sandalwood and patchouli.
I don't think I've ever seen Macy's name a perfumer or quote WWD before
This one does sound more interesting that the other one, which I got a mini of for the artwork. Maybe this one will be good enough on me to get an actual bottle – I like the geisha. Or maybe I should just get a book of Ed's art and call it a day.
You know, I really love the outer cartons for these — in some ways, more than the bottles themselves. This one has a cute mini too though!
The cartons and bottles do have a certain charm to them. I can see the teen to early 20's set going for this.
I would imagine that's about the target group.
I've also had a hard time placing a note in the scent, but it isn't reminding me of another fragrance as much as it's giving me a nostalgic feeling. As a matter of fact, upon smelling it shortly after we'd received our first shipment, I told my counter manager that it reminded me of something from my childhood, and he'd had the exact same thought. Neither of us have figured it out yet!!
My thoughts exactly, I’m thinking it reminded me of Strawberry Shortcake dolls????
How interesting — maybe it *does* smell like candy! Is it selling well?
The sneakers are at Marshall's, and every time I go I admire them, and may just have to buy them as a 50th birthday present to myself.
I'm also in need of love and luck, though not the fragrance.
Everyone 15-25 is wearing Ed Hardy for her… ugghggggh. I am sick of it. It's a safe fruity floral, and basically smells like Paris Hilton's original. Because it's so light and unoffensive, it's popular. The bottle is tacky to me…
hmm…that's verrra interesting, all right. Macy's copywriters should know better than to out-and-out plagiarize!
My sentiments exactly! The juice has no “personality” other than the package. Tattos are very trashy in my “humble” opinion…… I just dont get the whole culture… have you seen 40ish women who got tattos in their 20's!! I know Ed Hardy is very popular but quite faddish, no?
They wouldn't have had to copy it directly from me since many other stores help themselves to whatever I announce, but it's odd for Macy's, still.
Perfumesecrets, it smells to me like Ralph Wild — either way, it smells like something else, doesn't it?
Well, then, those stores who use your copy should take out an ad on the site
Then I hope you will get love, luck & the sneakers
I like some tattoos, don't like others…but you're right, they don't always age well.
Kchouc,
I don't know if young folks take into account that the cool/street tats they acquire in their 20's will not be flattering when gravity/age/lack of collagen take their toll in their 50's & 60's. Tattoos do not age well.
Unless you're like me, who waited until my 40's to GET tattooed – mine will look good for a longer time. Most of them are in places that don't really sag much until you are really old and by then it won't matter. Also, the technology is so much better, more people wear sunscreens (sun ages a tat faster), and the artists are so much better that I think tattoos will hold up pretty well in general. Mine are 10 years old or more and look like I got them yesterday.
Ed Hardy might be a fashion fad, but he has been an icon in the industry and amongst tat afficionados for decades. His was the first shop I went to, because I knew he wouldn't hire anyone that wasn't top-notch.
Was just thinking that my sister's tattoo doesn't look at all bad either — she's in her 40s, but can't remember if she was in her 20s or 30s when she got it.
Hi Tama and NST,
I hope I didn't offend with my comments. I've seen tattoos (tribal and otherwise) that are striking in their beauty and art work.
I am admittedly old-fashioned (and probably closed-minded) fuddy duddy when it comes to certain things. Please excuse if I've offended.
Gosh, you didn't offend me in the least, really! I'm an old-fashioned fuddy-duddy myself in almost every possible way.
Absolutely, we're almost through all of our stock in it. Not surprisingly, most of the purchases have been made by girls who already have Ed Hardy by Christian Audigier. It's got a wider draw, though, which is nice for a perfume with such a sweet older sister.
Interesting — then perhaps it will do well despite the fact that I like it, LOL…
t smells like Brandy with a little spice! I just pulled out my old bottle of Brandy last night to remind myself to order more. Today I opened the new issue of Lucky magazine and smelled Love and Luck for the first time. I instantly thought of Brandy.
Interesting — it wasn't that apple-y to me. Will have to test them together, thanks!
Although I haven’t smelled this perfume from a bottle, the scent of this on the flyer reminded me a lot of I Love Love, which I adore. I think it’s a great summery, feel-good smell.
Hope you’ll like it from the bottle then!
I just got this perfume last night and I think it smells AMAZING!! But I’m also an Ed Hardy LOVER.,,,, I want his sneakers sooooo BAD once i get the money there mine ,……lol……..
Congrats on your new bottle, & hope you’ll get the shoes!
There is only one good thing about all Ed Hardy perfume: The bottle! It’s all downhill from there. .. all Ed Hardy is dull, forgettable and utterly unsophisticated. If you want young, fruity fragrance go to Escada- they do the cheap perfume genre with style and clarity, unlike the muddled tones of Ed Hardy.
Oh, I liked Love & Luck for a young & fruity scent.
It was entirely too reminiscent of “Malibu Musk” from the early 90s.
I work in DIllards in fragrance and I think it reminds me a little of i love love moschino.