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Sarah Jessica Parker’s fragrance business is having a moment. Make that at least three — Dawn, Endless and Twilight, the scents that comprise her upcoming Lovely Collection lineup.

This story first appeared in the October 31, 2008 issue of WWD. Subscribe Today.

“This was meant to be a personal collection of fragrances,” Parker told WWD. “I wanted to offer a little glimpse into my world, something that was genuine and relatable — very specific moments, treasures of time.”

Parker first stepped into the fragrance business in September 2005 with Lovely, her first scent. Since then, Parker’s fragrance collection has expanded to include Covet Sarah Jessica Parker and a flanker, Covet Bloom.

“Being able to create fragrances has been a dream come true,” said Parker. “I particularly love the process because smell is very subjective — perceptions are different. It’s like splitting atoms to get it as perfect as possible, and I love every second of it.”

This time around, Parker followed in the steps of a Coty Prestige counterpart — Gwen Stefani, who launched the five-fragrance Harajuku Lovers lineup in September — in creating a bevy of scents. “The concept of moments lent itself to multiple fragrances,” said Parker.

“Dawn is the fresh and clean scent,” she continued. “Its inspiration was morning, sunrise. It’s about enjoying those few moments for yourself, stepping out and welcoming what the day has to bring your way. Endless is the fruity, floral scent. The inspiration for this one was those moments you find yourself in a state of pure happiness, loving life. And Twilight is the sexy, musky scent. This one is for those moments of intimacy, of love and being close. It’s slightly complex and mysterious.”

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Dawn, a soft floral that Parker concocted with Givaudan’s Stephen Nilsen, has top notes of citrus cocktail, violet leaves and angelica; a heart of orchid, and a drydown of Tahitian vanilla, orris, oakmoss, vetiver and translucent musks.

Endless, a fruity floral created with Givaudan’s Yann Vasnier, has top notes of pineapple, apple, ivy leaves and plum; a heart of radiant peony, pink jasmine and magnolia, and a drydown of oakmoss, Indonesian patchouli, Australian sandalwood, vetiver and suede musks.

Twilight, an amber musk developed with International Flavors & Fragrances’ Laurent Le Guernec and Clement Gavarry, has top notes of bergamot, galbanum, mandarin and pink pepper; a heart of peony and jasmine, and a drydown of amber, sandalwood, incense and musk.

The fragrances all will be available in two eau de parfum sizes, 1 oz. for $38 and 2.5 oz. for $58, and a 6.7-oz. body lotion for $28.

Each of the three scents features a different abstract floral design along the back of its bottle. Dawn’s is executed in sky blue, violet and white; Endless’ colors are pale pink, violet and burgundy, and Twilight’s are champagne and gold. The bottles and cartons were designed by Parker and Jon Dinapoli using fashion illustrator Sara Singh’s artwork.

Coty plans both print and TV advertising for the collection, shot and directed by Michael Thompson. The print campaign, which breaks in March fashion, beauty and lifestyle magazines, includes three images — one each of Parker at dawn, afternoon and twilight. “For Dawn, Sarah Jessica is on a bed with crisp white sheets; Endless shows Sarah Jessica with a lush bouquet of flowers, and Twilight shows Sarah Jessica in an embrace,” said Emily Bond, senior director of global marketing for the brand. “We’ll run all three of them at launch, and possibly do a montage of them later. The idea is to show Sarah Jessica at her most emotionally intimate moments, from dawn to dusk. The TV spot executes that idea, in motion.”

TV spots will begin in February. An intensive Internet campaign, including a microsite, and sampling effort, with vials on card, scented strips and scented postcards, are also planned.

Bond also strongly disputes the charge that multiple fragrances are simply a gimmick. “Conceptually, this project is really driven by the rhythm of a day — so it makes sense to see these scents together visually,” Bond said. “Each one captures the emotional space of a particular time. Also, we see space in the department store arena for something different and innovative, as we believe this is.”

Coty is also going nontraditional on the collection’s distribution. It will have a one-month exclusive with HSN and its e-commerce site beginning in February (with a to-be-announced host, not Parker), followed by a second one-month exclusive in March, this time with Ulta’s brick-and-mortar distribution. In April, the collection will enter the balance of its distribution. In the U.S., it will be in about 2,000 department and specialty store doors. Australia, the U.K., travel retail, Asia and a number of other global markets will get the scents then, as well, noted Bond. “HSN has more than 90 million viewers, and we thought this partnership would be a wonderful way to get into people’s homes,” she added. “We are not considering this a one-shot flanker by any stretch. This is a way to expand the classicism of Lovely, and will live on as the Lovely collection.”

While Bond and Parker declined to discuss sales projections or advertising spending, industry sources estimated that the collection could do $28 million at retail globally in its first year, with as much as $14 million of that figure coming from U.S. sales. Advertising and promotional spending is expected to top $10 million globally, with about $5 million of that figure expected to be done in the U.S.