By  on September 4, 2007

On the surface, hitching your star to the celebrity wagon seems like a capital idea given the public’s fascination with fame and fortune. But star power does not a blockbuster guarantee: Remember Cher’s fragrance? Or Linda Evans’? Neither do we. (Well, maybe just barely.) Five years ago, Jennifer Lopez’s Glow by JLO ignited a celebrity fragrance craze and her scent stayed in the top-selling position for 12 months, but then quietly disappeared. Other projects, such as those from Sarah Jessica Parker and Sean “Diddy” Combs, have shown they can go the distance. Somewhere in the middle is Britney Spears, who, despite a string of bizarre antics this year, still manages to move product (Curious Britney Spears, Fantasy Britney Spears and Midnight Fantasy Britney Spears, with another scent, Believe Britney Spears, due later this year.) Here, some of the latest contenders in the game.

Celeb: Sarah Jessica Parker
Scent name: Covet Sarah Jessica Parker
Notes include: Geranium leaves, Sicilian lemon, magnolia, musk, vetiver and bois de cashmere.
She says: “What we came to in a pretty quick fashion was the ugly part of the geranium—downwind of the floral, of the coveted part of the flower.”
Priced at: Eaux de toilette in two sizes, $52 and $68.
Launch date: Mid-July at Macy’s; mid-August everywhere else.
Chances of success: Parker’s first scent, Lovely Sarah Jessica Parker, has done more than $100 million to date; sources say Covet could do $30 million or more in its first year.

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