Hard Candy launched an Eau de Parfum and Body Mist Spray in two scents, Pink and Black. The brand has been sold exclusively at Walmart stores since 2009, and appeals to young consumers.
Bryan Feldman, vice president, Hard Candy, says the timing was right to launch a signature scent. “We are capitalizing on the brand’s momentum and the cosmetic line’s exciting growth,” he says. “Fragrance adds another category for our Millennial consumer, who tends to be extremely active on social media, passionate about beauty among friends, and willing to share and express their look via the Hard Candy product mix,” he adds.
The fragrances are priced at $12.99, and the body sprays are $6.99. “We conduct a great deal of research to ensure the fragrance is on trend, intriguing and affordable,” says Feldman.
A Flirty Look, in Pink and Black
The Pink and Black scents were developed to express the “fun, playful, flirty lifestyle” of the Hard Candy girl, according to Feldman.
“The color, packaging, and deco were created to coincide with the brand image and offer an eye-catching, innovative look to differentiate Hard Candy on the competitive market,” he says.
The fragrance collection’s packaging features the brand’s signature bold colors — black and hot pink. The bottles and cartons feature hearts, referencing the brand’s logo. “Hard Candy appeals to a fun, young consumer who loves expressing herself with color, flair, beauty trends and attitude,” Feldman says. “The bottle's design of free-flowing lines and hearts is uber feminine, consistent with the brand image, and appeals to our target market,” he adds.
The fragrance carton has a die-cut window on the front panel, which allows shoppers to see and touch the fragrance bottle, which is a practical feature for mass market store shelves.
Hard Candy’s Pink Eau de Parfum is a floral musk. Top notes are California Tangerine and Pink Passion Fruit; mid notes are Fluffy Pink Peony and Sheer Jasmine; lower notes are Vanilla Sugar and Sensual Musk.
Hard Candy’s Black Body Mist is sweet — with floral, fruit and sugary notes. Top notes are Lush Kiwi and Juicy Mango; mid notes are Quince Blossom and Vanilla Absolute; lower notes are Sugared Iris and Warm Amber.
The Bottom Line
No doubt, Hard Candy understands its customer—and Feldman says the team continues to strive to launch products that are of “superior quality.” An eye-catching design, at the right price point, is always a win. See them above.