Sarah Jessica Parker, fragrance felon? That's the idea behind the ad campaign for Parker's second scent, Covet Sarah Jessica Parker, due out this fall.

A TV commercial, shot by Jean-Paul Goude in the Place Vendôme in Paris, depicts Parker bashing in a window with a stiletto, attempting to get to a factice of her fragrance. Before she can spritz even a drop, however, the gendarmes have the brass handcuffs on our heroine, and she's off to a jail cell. Clad in a couture Christian Lacroix ballgown, however, she's clearly the best-dressed woman on the prison block.

The print ad features Parker dressed in her couture behind bars, surrounded by a colorful cast of questionable characters. The tag line: "I had to have it."

TV and print advertising will begin running in September. Macy's has a one month exclusive on the scent, from mid-July until mid-August. It will enter wider distribution in late August.

"Beware of women in couture at 2 o'clock in the morning," said Parker at a launch event for the scent on Tuesday. "We wanted to create an image that was arresting, yet whimsical, and we wanted to distance ourselves from other advertising.

"And I'm always desperate to go to Paris for any reason — especially when someone else is paying!" said Parker with a giggle.

The scent is a fougère, described by Ann Gottlieb — who, along with Firmenich, helped Parker to develop it for Coty Prestige — as a "fougère on estrogen." The peridot-hued bottle has a gold herringbone neck and a jeweled top.

Industry sources estimate that the scent could do $30 million at retail in the U.S. alone in its first year on counter.
— Julie Naughton

Juvena Adds DNA Nanotechnology Items

BERLIN — Juvena of Switzerland is adding two products to its Juvedical skin care line this month, for the first time employing DNA nanotechnology in the Beiersdorf-owned brand's antiaging and skin renewal approach.

The items, a fluid and a cream called DNA Skin Optimizer, bring the Juvedical line to 11 products and combine DNA nanotechnology with Juvedical's core Skin Nova technology.

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