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.Skin Nova technology, which has been used for burn patients and was developed by the Laboratoire des Substitute Cutanés in Lyon, provides an environment in which skin cells can renew and duplicate themselves. With the debut of Juvedical in 2004, Skin Nova technology was integrated into cosmetic products for the first time.

DNA nanotechnology is said to make it possible to transport active substances in the form of miniscule crystals directly into the nucleus of the cell, providing a 24-hour supply of active ingredients, according to Juvena.

DNA nanotechnology stems from the pharmaceutical industry, and Juvena chose crystals the size of 40 nanometers (1 million nanometers equals 1 millimeter) for its DNA Skin Optimizer products. The crystals are both the active substance and the means of its transportation, the company noted.

The DNA Skin Optimizer products are designed to improve skin structure, yield more radiant skin, diminish lines and wrinkles, and moisturize skin. The products will be the key Juvena launch of 2007, according to Charlotte Vollmuth, vice president of Juvena of Switzerland, SBT and Marlies Moller Beauty Hair Care.

"For us, Juvedical is the key line for the future," she remarked.

The fluid and cream are each 50 ml. and priced at 100 euros, or $134.30 at current exchange. In the U.S., the products will be marketed under the Juvedical Age Decoder moniker.

Vollmuth would not talk numbers, but after three years on the market, Juvedical accounts for about 33 percent of total Juvena sales, which industry sources estimate at about 22 million euros or $29.5 million. Vollmuth said the two DNA Skin Optimizer products were expected to generate about a third of Juvedical sales, which would put sales of DNA Skin Optimizer in the 2 million euro range, or about $2.7 million.

DNA Skin Optimizer "now brings more beauty aspects to the Juvedical line, which may have seemed to be too medicinal," said Vollmuth.

Juvedical's biggest markets are Germany and Spain, and Vollmuth said Greece and Portugal were getting stronger. There's been significant growth in Eastern Europe, but the markets there are small, she pointed out. The U.S. is "our biggest challenge, distribution wise."While Bath & Body Works is "our major partner" in the U.S., said Vollmuth, Juvena is also carried at Nordstrom. She added that the boutique business was "developing nicely."

In the second half of this year, a launch is planned in Juvena's antiaging Juvenance brand. It will address "the topic of lifting," said Vollmuth.

— Melissa Drier

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