Inside Perfume

The Lovely Collection

Posted on: November 5, 2008


Photograph by Christopher Peterson

Photograph by Christopher Peterson

Sarah Jessica Parker is not only coming out with one new perfume, but THREE new perfumes as a collection! The Lovely Collection consists of three time themed scents: Dawn, Endless, and Twilight. In an interview with WWD SJP said:


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

Dawn is a fresh and clean scented, soft floral with 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.

“It’s 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 a fruity, floral scent with 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.

“The inspiration for this one was those moments you find yourself in a state of pure happiness, loving life.”

Twilight is the sexy, amber musk scent with top notes of bergamot, galbanum, mandarin and pink pepper; a heart of peony and jasmine, and a drydown of amber, sandalwood, incense and musk.

“This one is for those moments of intimacy, of love and being close. It’s slightly coomplex and mysterious.”

Many people are going to see this collection as a simple marketing gimmick. Emily Bond, the senior director of global marketing for SRJ’s brand at Coty (the distributor of all of SJP’s fragrances) defended the concept, saying:

“Conceptually, this project is really driven by the rhythm of a day — so it makes sense to see these scents together visually… 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.”

One of the most interesting elements to the release is the fact that it will exclusively premiere for sale on HSN and its e-commerce site in February, and then exclusively in March with Ulta’s brick-and-mortar distribution. Finally, in April, it will be distributed to 2,000 department stores in the US alone, and stores in the UK, Australia, travel retail, Asia and other global markets.



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