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US/INTERNATIONAL. Having created an impact in the domestic fragrance market since its launch earlier this year, the Ed Hardy fragrance range is heading to Cannes amid plans to expand the iconic brand’s presence in the global travel retail market.
The Ed Hardy fragrance range, including the new Love & Luck line, will be on show at the TFWA World Exhibition next month (Stand number: Green Village M52).
Distributed in travel retail by IBW Inc, Ed Hardy fragrances are listed in airports across the US, including New York JFK, Miami, Washington Dulles, Boston and Chicago O’Hare.
The strategy of IBW Inc Travel Retail Director Martha Rosas is to introduce the men’s and women’s fragrances to international travel retailers, and the TFWA World Exhibition will be the first major Ed Hardy presentation in travel retail.
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TFWA preview: Ed Hardy’s Love & Luck fragrance will be launched in January 2009 |
The Ed Hardy fragrances were first launched in the US in February 2008, followed by a roll-out to Germany, Australia and Canada by April. From June, the fragrances were introduced in Japan, the Netherlands, Italy and Switzerland. Both the men’s and women’s fragrances went straight to number one with Douglas in Germany and have remained in the top-selling lists throughout the US, Japan and Germany.
The success of the launch is a reflection of the popularity of the Ed Hardy fashion apparel and accessories label, which is owned by fashion guru Christian Audigier. The distinctive label was created in 2004 by Audigier to celebrate the work of Don Ed Hardy, known as the “Godfather of Tattoo”, renowned for his skill in creating Asian heritage inspired art. The brand has since gathered a global following over more than 5,000 celebrities, athletes and musicians of all genres – from David Beckham to Snoop Dogg, Madonna to her young daughter Lourdes.
“The impact of the [Ed Hardy] brand in the fragrance market is also evident,” Rosas told The Moodie Report. “Now more than ever there is a clear demand for young-minded fragrances. The results from the domestic launch are a clear indicator of this and the trend is now extending into travel retail. Retailers need to be offering brands that steer away from the traditional offer.”
Appealing to travel retailers to list new-generation fragrances that appeal to all age groups, she continued: “In travel retail we can be so focused on the traditional market that we forget that there is a large number of young-minded people out there whose tastes and influences are totally different from our generation’s. They look to what the celebrities are wearing and what the trend is for the time. Ed Hardy is one of the hippest brands in the fashion circuit and is representative of a large proportion of customers in our stores.”
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Leaping into Cannes: Ed Hardy’s men’s fragrance |
Rosas enthused: “One of the first articles I read about the Ed Hardy brand said: “˜if you haven’t heard about Ed Hardy you need to go out more often’. OK, this is a bit strong, but now I have been working with the brand for some time, I can see that this message is very true. It represents the trend and fashion of such a large proportion of consumers and this demographic is very interesting. They are economically independent, ready to experience new trends and want to spend money on the brands that represent their mindset and enable them the freedom to express themselves.”
Ed Hardy fragrance travel retail roll-out
Commenting on the roll-out plans for travel retail, Rosas explained that due to the success of the Ed Hardy fragrance line in domestic markets, the brand was already well positioned to make a great impact in travel retail. “We are now starting travel retail expansion in Canada and Germany where the brand is number one in the domestic market and also in Austria where it is currently among the top 10 selling brands,” said Rosas.
“We will continue expanding our travel retail business in Europe, where the brand is already very well known. Simultaneously, Australia and India are natural targets where the brand is very famous. Japan is also already very strong as Ed Hardy is well known due to its Japanese heritage – Ed Hardy lived in Japan in 1973 and was one of the first Westerners accepted to study tattoo art with a Japanese tattoo master.”
Buyers visiting the TFWA World Exhibition next month will get a preview of the forthcoming Ed Hardy Love & Luck fragrance, which is scheduled to launch in January 2009.
“This new fragrance is going to be another great success story,” enthused Rosas. “With the results from the first launch earlier this year, the demand for Ed Hardy fragrances is now very strong and the market is eagerly awaiting this new release. Our aim is to translate this demand and create a showcase for the brand in travel retail. We have a strong gwp promotion planned, including gorgeous Ed Hardy bags featuring his iconic Japanese inspired tattoo art. These in themselves are tipped to become collector’s items. I am very excited about bringing this brand into the global travel retail market and the demand for such fun fashion-led fragrances is stronger than ever, so the timing is perfect.”
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Tattoo artist: Don Ed Hardy |
About Don Ed Hardy
A California native born in 1945, Don Ed Hardy became a professional tattoo artist in 1967, developing the fine art potential of the medium with an emphasis on its Asian heritage. In 1973 he lived in Japan, studying with a traditional tattoo master – the first non-Asian to gain access to that world. Since 1974 he pioneered unique tattoo commissions at his San Francisco studio. Hardy has published over 25 books on alternative art and maintains his studio Tattoo City in San Francisco, with younger artists carrying on his work. Hardy continues to create and exhibit works in more traditional mediums, including porcelain painting in a Japanese setting. In addition to showing his own works, Hardy has curated exhibitions for both galleries and non-profit spaces and lectures at museums and universities. His work has appeared in numerous periodicals, books and films internationally. In 2000, he was awarded an Honorary Doctorate by the San Francisco Art Institute. In 2004, the Ed Hardy fashion line featuring his artwork was launched internationally by Christian Audigier.
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Influential: Christian Audigier |
About Christian Audigier
French-born fashion designer Christian Audigier has become an influential fashion icon and entrepreneur in less than four years. Through his collection of international companies, he has launched nine popular brands with over 60 licences. He oversees an international conglomerate of his designer brands, including Ed Hardy, Christian Audigier, SMET, Crystal Rock, C-Bar-A, Savoir Faire, Evel Knievel, Rock Fabulous and Paco Chicano; this includes US and international wholesale distribution, as well as US and international retail stores.
Audigier has contributed to successful brands such as Diesel, Fiorucci, Bisou Bisou, Levi’s, Naf-Naf and American Outfitters. Known as the “King of Jeans”, he catapulted the Von Dutch brand from obscurity into a household name. In 2004, he left Von Dutch to create and launch the Ed Hardy brand. He was granted the exclusive rights to the designs of Don Ed Hardy, who is commonly referred to as the “Godfather of Tattoo”.
With Ed Hardy, Audigier has built a fervent following for his Ed Hardy and the eponymous Christian Audigier brands. Celebrities such as Madonna, Britney Spears and Kanye West are frequently seen wearing his designs. His fans include more than 5,000 celebrities, athletes and musicians of all genres. In 2008, Christian announced his latest venture, When I Move You Move, the Trade Show, exclusively showcasing the entire family of Audigier brands. Included are the more than 60 licensees who produce jewellery, skateboards, chocolates, wine, water, vodka and even air fresheners.
Audigier also branched out into the world of nightclubs, with the star-studded opening of Christian Audigier The Nightclub at Treasure Island, in Las Vegas. His rock “˜n’ roll, glam-inspired style is celebrated throughout his namesake club, which includes works of art designed by himself.
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About IBW Inc
IBW Inc distributes the following products in travel retail: Fragrances: Perry Ellis, Hard Candy, Animale, Paris Hilton, Guess, Jessica Simpson and Ed Hardy. Liquor: Absinthe Lucid, Infusion 267, King of Queens Whiskey and Gila Tequila.
For details, contact Martha Rosas, Travel Retail Director, IBW Inc, tel: +852 2314 2841, e-mail: mrosas@dutyfreeamericas.com
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