It’s been 10 years since Sarah Jessica Parker launched her first fragrance, Lovely, and now the actress is feeling nostalgic — and kicking off a campaign that is designed to  reignite the fragrance in fans’ eyes.

“I can’t quite believe that it’s been 10 years since Lovely was first introduced,” said Parker, who launched the scent with Coty in September 2005 (the license is now owned by LDC Holdings). “I feel incredibly fortunate to be given the opportunity to relaunch this fragrance for all the customers who loved it as much as we did, and still do. It’s been a real treat to travel back in time to Lovely’s inception and reminisce on those fond memories. Fragrance is something I’m constantly experimenting with and I’m delighted to continue the exploration and discover what the future holds.” After Lovely, Parker released several additional scents with Coty, including Covet and SJP NYC.

The original formula remains the same for Lovely, which  is a “silky white amber” fragrance, created by Laurent Le Guernec and Clement Gavarry of International Flavors and Fragrances. It has top notes of fresh mandarin, bergamot, radiant rosewood, lush lavender and crisp apple martini; a heart of patchouli, paper whites and creamy orchid, and a drydown of sensuous cedar, white amber, sultry musk and woods.

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The 10th Anniversary bottle of Lovely, $65 for 3.4 oz., will be adorned with a  new “outfit,” Champagne-pink metallic glass and grosgrain ribbon. It will be sold this month at drugstores nationwide, including CVS.

Parker is fronting a digital media blitz, which includes the Lovely Memory Wall, where Parker and her fans come together to share their memories of the fragrance tagging @SJPLovely and #LOVELYTurns10. Parker has also created a limited-edition sweatshirt, which fans can earn via “social currency” — tweets or Instagram posts, or by uploading a photo at

Parker’s next film is “All Roads Lead To Rome,” a comedy which is slated for a 2016 release.

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