NEW YORK — One of the most hotly anticipated scents to hit the city — Lovely by Sarah Jessica Parker — was unveiled Thursday afternoon at the Plaza Athenée.
Parker’s first scent will launch exclusively with Nordstrom in August and enter its full U.S. distribution of department and specialty store doors in September.
The actress and her fragrance licensee, Lancaster, have said Lovely is likely to be the first in a series of scents. How many that series will include depends on how well Lovely performs, and Parker and her camp aren’t talking sales projections. However, industry sources estimated that Lovely could do upward of $30 million at retail in the U.S. in its first year on counter. The scent will launch in selected international doors — including the U.K., Asia, Austria, Switzerland and Australia — in September as well. Sources estimated that the scent could do an additional $30 million at retail outside the U.S. in its first year on counter. To spur sales, Parker plans on making store appearances.
Clad in a strapless pink vintage Lanvin dress with a black bow at the bodice — and a pair of diamond earrings that technically belong to Fred Leighton but which Parker joked spend more time on her ears than in the store — Parker focused her attention squarely on this scent, questions about future fragrances notwithstanding.
“I see this as an absolutely signature scent — something that a woman in her 20s or a woman in her 70s could wear,” she said. “This is not the trendy dress of the moment; it is the classic. And it’s not a second or a third scent.” She had a few other requirements: “I didn’t want it to assault [its users], to dictate the rest of the room,” she said with a smile. “I didn’t want it to be the fragrance where you had to explain, ‘That’s not mine, it’s left over from hugging someone who was wearing it.’ Fragrance should have social skills. It shouldn’t dominate.”
While the original concept was built on a homemade concoction — which included an expensive perfume she declined to name and an oil she bought on the street — that Parker has worn for years, she estimated that only about half of those notes ended up in the scent, including patchouli, musk and lavender.
“I see things on the hanger and I’m, like, ‘I never knew that color worked on me.’ It’s things you necessarily wouldn’t choose to wear, but once you put them on, you see why Janie is who Janie is." — Lily Collins on working with former "Mad Men" costume designer, Janie Bryant on creating looks for her role as Celia Brady's in Amazon series, "The Last Tycoon." 📸@jilliansollazzo #wwdeye
EXCLUSIVE: Sarah Rutson has been tapped to Build New American Fashion Group. The parent of Joie, Equipment and Current/Elliott hired the merchant to rev up its brands and expand its portfolio into designer, beauty and lifestyle categories. Read more on WWD.com, link in bio. #wwdfashion
Michael Kors' $1.3B Jimmy Choo deal has the company squaring off with Coach Inc. as both seek to build American powerhouses. Coach bought Stuart Weitzman in 2015 and Kate Spade just two weeks ago, but Michael Kors' acquisition may be putting pressure on its rival in the new push for scale. #wwdnews (📷: George Chinsee)
Meet actress Lucy Boynton, who plays opposite Naomi Watts in the recently released Netflix series "Gypsy." Boynton stopped by WWD to talk about her upcoming projects and her nomadic lifestyle. Get all the details on WWD.com. #wwdeye (📷: @dandoperalski)