Marie Redding, Associate Editor08.25.17
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.
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