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Sarah Jessica Parker Lovely Fragrance Collection — New Perfumes are Endless, Twilight, and Dawn

Sarah Jessica Parker Is About to Get More Lovely

The Sarah Jessica Parker fragrance empire is expanding. Her first scent, Lovely, was an enormous success that led to a complex scent called Covet. That one is no longer in most stores, and she's still working on a genderless scent. But beginning in February, she'll extend the Lovely line to include three new scents based on the concept of time: Dawn, Endless, and Twilight (no relation to the vampire series of the same name).

“Dawn is the fresh and clean scent,” Parker told WWD. “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.”

To see previews of SJP in the ad campaign,

Known as The Lovely Collection, the scents will be available in February, launching on HSN and then moving to Ulta and other stores. Each one will be available as an eau de parfum ($38–$58) and a body lotion ($28), and each will receive its own marketing and advertising push. Will SJP be able to pull off another fragrance success? In this economy, nothing is certain — but her track record is pretty solid.





Join The Conversation
Amesabelle Amesabelle 8 years
I didn't really care for either Lovely or Covet until I actually had them on my body. I love them both, although Covet is a bit sweet-smelling for my taste. I'll definitely be checking out Dawn. I love a clean scent.
taibug taibug 8 years
My favorite thing about both Lovely and Covet were that they smell different from other perfumes - they're unique! I hope these other three are just as special.
benedictxvii benedictxvii 8 years
They'll probably be ok, but I'm not really interested. I think I've read that she wears CdG Avignon layered with like Bonne Bell Musk. I don't know why she doesn't release something more interesting.
ilanac13 ilanac13 8 years
well i hope that she's going to see the same success with these brand extensions that she did when Lovely first debuted. it's never fun to see things fail and to know that covet wasn't as successful as she had hoped was a big disappointment. good luck and i'm sure that we'll see more of the promotion when it gets closer to the new year.
LolaSvelt LolaSvelt 8 years
One of few celebrity perfumes that I care for. How can you call the bottles boring?
bluesuze bluesuze 8 years
Covet and Lovely did not appeal to me at all. I'll sniff these out in the stores, though. You never know.
fleurdelispink fleurdelispink 8 years
I'd be willing to try them! She's so chic!
PurpleFairy3 PurpleFairy3 8 years
They sound like they would smell delish, but i am so sick of people describing perfumes as fresh and clean and fruity and floral and sensual! Can't they find some new adjectives?
L0neLyHeArT L0neLyHeArT 8 years
I can't wait for her new perfumes...
Hootie Hootie 8 years
Dawn sounds great!
hippiecowgirl hippiecowgirl 8 years
I adore Lovely, but Covet didn't do anything for me. I'll be anxious to check these new fragrances out. Dawn sounds like something right up my alley!
Spectra Spectra 8 years
Ugh, I couldn't STAND Covet. That stuff was so gross-smelling. Hopefully her new stuff smells a little better.
fifthdaughter fifthdaughter 8 years
I can't wait! The bottles look kind of old-school, kind of glamorous.
emalove emalove 8 years
I think I'd love Dawn and Twilight.
indielove indielove 8 years
The ads are 'lovely'. Endless and Twilight sound like my kind of scents. I like floral scents, also 'oriental' scents.
Black-Velveteen Black-Velveteen 8 years
Can't wait for this! I Have all of her perfumes and I will definately be adding this collection to my perfume haul!!
star54 star54 8 years
The bottles are kinda boring looking. And it looks like they recycled the caps from Lovely. But I've liked most of her fragrances so far, so I'll definitely be checking these out.
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