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SJP NYC will bow first in Macy’s 750 doors in February. In May, coinciding with the release of the second ‘Sex and the City’ movie, the fragrance will expand its reach to an additional 1,500 department and specialty store doors in the U.S., and to 16 countries for a total of about 10,000 doors worldwide at full distribution.
Print advertising, shot by Solve Sundsbo with creative direction by Trey Laird of Laird and Partners, will break in February fashion, beauty and lifestyle magazines, noted Susan Kelly, senior director of global marketing for Sarah Jessica Parker Fragrances. The visual is of Parker in a floral couture Oscar de la Renta gown. “What I love about Sarah Jessica is that she breathes life into everything she wears,” the designer told WWD. “She loves fashion and knows exactly what she likes. She is a designer’s dream.”
While none of the executives would discuss sales projections or advertising spending, industry sources estimated NYC could do upward of $50 million at retail globally in its first year on counter, with about half that figure expected to be generated in the U.S. Sources estimated Coty will spend about $20 million on advertising and promotion globally, with about half of that figure to be spent in the U.S.
No slouch in the work ethic department, Parker is already at work on her next scent. “We have been concentrating primarily on SJP NYC, and enjoying creating that entire package, which has been such a wonderfully different focus than other fragrances in our house,” said Parker. “Other than that, we have been working on another fragrance and that has been my sole focus outside my work as an actor-producer. ”