US. IBW Inc, the distribution arm of Falic Fashion Group, presented Ed Hardy's latest Hearts & Daggers fragrances and the first fragrance line from denim brand True Religion at the 2009 TFWA World Exhibition last month. In addition, fashion designer Christian Audigier's signature fragrance is being introduced to travel retail.
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 Affliction 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.
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