By  on April 13, 2007

Thanks to Sarah Jessica Parker, Lovely girls are going to begin to Covet a new fragrance soon.

Parker, whose second scent, Covet, will be launched this summer, said this week that her two fragrances were intended to represent opposite pieces of the same woman. Her first, Lovely Sarah Jessica Parker, is a sweet and, as Parker says, "well-behaved" scent that has enjoyed consistently high sales since its launch in September 2005.

But even the most girly girl has moments of wanting to be the vixen, and Parker's second fragrance, Covet Sarah Jessica Parker, is aimed to meet that desire.

"The only thing I think we knew in advance, really, which is a backward way for us to work, was that we wanted it to be a more aggressive fragrance [this time]," said Parker after a press conference for Covet earlier this week.

Being inspired proved to be no real problem, however, even though the actress is surprised about where the inspiration came from.

"I'm in a constant state of thinking about fragrance," said Parker. "I'm very fortunate that I live in a city where you're assaulted by fragrance all the time. While it may be offensive to some, it's actually quite inspirational on occasions. There I was in a state of thinking about it, and I smelled the essence of something that I was really surprised that I responded well to. Traditionally, it's been the florals that I had an ‘allergy' to...they felt really mature. And I came to this meeting and said, this is nuts, but I smelled geranium and really loved it. What we came to in a pretty quick fashion was getting to the ugly part of the geranium — literally pulled from the earth, the dirt pulled off the stem, and you're a little downwind of the floral, of the coveted part of the flower. That was where we settled."

Covet, created with fragrance consultant Ann Gottlieb and Firmenich's Frank Volkl, has top notes of wet greens, geranium leaves, Sicilian lemon, lavender and chocolate; a heart of honeysuckle, magnolia and muget, and a drydown of musk, vetiver, bois de cashmere, teakwood and amber.Eaux de toilette will be offered in two sizes, 1.7 oz. for $52 and 3.4 oz. for $68. A 6.7-oz. body lotion, $32, and a 6.7-oz. shower gel, $28, will also be sold. The peridot-hued bottle has a jeweled cap and a gold herringbone neck and was designed by Chad Levigne, noted Carlos Timiraos, vice president of global marketing for the Sarah Jessica Parker and Kenneth Cole fragrances at Coty Prestige.

Industry sources estimated Covet could do upward of $30 million at retail in the U.S. in its first year on counter. Macy's will have a month's exclusive with the fragrance, from mid-July to mid-August. The scent will then roll out to the balance of its U.S. distribution, about 2,000 department and specialty stores, mirroring Lovely's doors, said Catherine Walsh, senior vice president, American Fragrances for Coty Prestige.

As reported, the scent will be supported with a TV and national print campaign created by Trey Laird and shot by Jean-Paul Goude. In the TV spot, Parker, wearing a couture Christian LaCroix ballgown on Paris' Place Vendôme, sees a factice of Covet in a shop window. Rather than returning the next day to purchase a bottle, Parker whips off a stiletto and bashes in the window. Tout de suite, she is arrested by the gendarmes and thrown into a Parisian prison, protesting with the campaign's tag line: "I had to have it!" The print ad depicts Parker in her prison cell — drag queens and trannies in the background — along with a visual of the fragrance. Despite two straight middle-of-the-night shoots, the sessions garnered several famous onlookers, including LaCroix himself.

But borrowing the persona of her "Sex and the City" character was never on the table: "There have been so many opportunities to trade on Carrie Bradshaw, and I decline those so much because they really feel vulgar to me," she said. "The difference between this and taking advantage of an audience that way is that we're not ending with this romance; we're not telling a story. We're not throwing a man in there. We're making this about your own, individual sort of unleashed act."

But while the actress may have named her second fragrance after one of the seven deadly sins, her desires are wholesomely simple. "I don't really covet anything material anymore," Parker said. "Honestly, I think it's because I get to borrow a lot of things, so I get to have a moment, and then give it back. I would covet an extra day in the week. I covet 20 more minutes of sleep. I covet 30 more minutes to finish my book. I covet 40 minutes to get to the grocery store as opposed to calling Jefferson Market. I covet time with my family. That sounds like Pollyanna, but it's the absolute truth."Speaking of borrowing, Parker's royal blue Temperley London dress may have been on loan, but "everything's more mine today than not," she said with a laugh, noting she wasn't wearing her new budget line, Bitten, because she's still waiting for pieces to arrive. "The shoes [Christian Louboutin heels] I now own, because we took the tape off, and actually all the jewelry is mine. It's not ‘real'; some may think of it as junk," she said, showing off an enameled vintage bracelet. "I don't."

Print advertising will begin in September fashion, beauty and lifestyle magazines. TV ads will begin running in early September, and will be repeated in late November and December for holiday selling. Cinema advertising is also likely.

So what's next? Parker and Coty Prestige have made no secret of the fact that they expect to do a full portfolio of Sarah Jessica Parker fragrances — a desire that was reaffirmed after her September 2005 personal appearance at Lord & Taylor, promoting Lovely Sarah Jessica Parker, pulled in an estimated $40,000 in two hours, not to mention more than 2,000 customers. The scent, which will celebrate its second birthday this fall, has been one of the very few by a celebrity to sustain numbers past its launch year. In fact, in 2006, Lovely was the only celebrity scent to crack the NPD Group's list of the top 25 women's prestige fragrances; three scents — Lovely and Britney Spears' two, Curious and Fantasy — had garnered slots on the 2005 list. Lovely is now available in more than 15,000 doors in 23 countries.

Parker has just finished "Spinning Into Butter," a project that examines hate crimes on a New England college campus, and is in post-production with "Smart People," a film with Dennis Quaid. "I think I'm going to do a movie in the latter part of the summer, and then I'll start shooting one right after Labor Day, both in New York," said Parker. "One of them might be with my husband [Matthew Broderick], for the first time. It's an ensemble piece, so we wouldn't really relate to each other, but it would be really nice to do."We try to make arrangements so that we're not both gone at the same time, so I might sacrifice one so that I'm home with my son. It's too hard on James Wilkie if we're both doing a movie. We've always figured it out, but it's hard to maintain some consistency. He's 4 1/2, and the older they get, their feelings are no mystery — he wants his papa and mama at home."

Could one be the long-anticipated "Sex and the City" movie?

"Yes, one of them is," she said. "There are a lot of pieces to the puzzle to put together [before filming starts]. But I feel very hopeful."

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