Ed Hardy Love and Luck for Men and Women (2008) {New Fragrances}

Tattoo guru Ed Hardy will introduce a sequel to their debut duo of fragrances for men and women in December 2008 called Love and Luck. It is a follow-up to their unexpected success at convincing younger consumers that they are the it-brand when it comes to spraying on an edgy scent. Just like the initial two perfumes, Love and Luck will present themselves in strikingly visual packagings, but this time Ed Hardy is trying to reach out to Japanese tastes and, no doubt, to tap into the reservoir of hyper-hip Japanese youth culture that we will see also at play with the upcoming Gwen Stefani's Harajuku perfumes...


Love and Luck for women was styled to be "soft and elegant" with the expected note of cherry blossom that is a signature note in fragrances geared towards the Japanese market, plum coming in second position as a culturally-coded note in this regard. The men's fragrance is inspired, like Kenzo Tokyo, by Tokyo's nightlife. Both perfumes feature a note of alcohol: red sake for the women's scent and absinthe for the men's. The fragrances were developed by Givaudan together with designer Christiian Audigier who also created the packagings.

Love and Luck for Women was created by perfumer Adriana Medina and blends "...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 and Luck for Men was composed by nose Olivier Gillotin, who also created the first Ed Hardy for men, the one I thought was the most interesting of the two, and rests on notes of "... 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."

The Love & Luck scents will come in 1.7-oz. versions for $55 and 3.4-oz. sizes for $75

Via Women's Wear Daily