08.29.16
Sarah Jessica Parker has a new scent called Stash that she contends is the culmination of her long love affair with fragrance.
"When we were creating this fragrance it felt so original, unique and subversive…like we were working on a secret government project. I thought of the name Stash, because the fragrance came to resemble a precious stone – something you have to stash away because it's so valuable," explained the actress. "There's a Dr. Seuss book called 'Oh, the Places You'll Go!' When people smell this… oh the places that it will go. The bags, the briefcases, the pockets, the trench coat pockets, the backpacks, the subways, the airplanes. No one is going to leave it behind."
To promote the scent, SJP and team has created global street art campaign; nearly 100 sidewalks and iconic New York City and Los Angeles locations have been tagged with #ComeandFindIt in chalk art. Parker eased the art on Instagram via several posts, which led to a final reveal of a thirty second video of the campaign ad.
Stash is a sensual aromatic woody eau de parfum elixir spray. It wraps raw, sexy masculine notes with flirtatious, feminine notes to create a universally sexy scent. Parker worked closely with IFF perfumers Clement Gavarry and Laurent Le Guernec who helped create her first fragrance.
The scent hit Ulta yesterday.
"When we were creating this fragrance it felt so original, unique and subversive…like we were working on a secret government project. I thought of the name Stash, because the fragrance came to resemble a precious stone – something you have to stash away because it's so valuable," explained the actress. "There's a Dr. Seuss book called 'Oh, the Places You'll Go!' When people smell this… oh the places that it will go. The bags, the briefcases, the pockets, the trench coat pockets, the backpacks, the subways, the airplanes. No one is going to leave it behind."
To promote the scent, SJP and team has created global street art campaign; nearly 100 sidewalks and iconic New York City and Los Angeles locations have been tagged with #ComeandFindIt in chalk art. Parker eased the art on Instagram via several posts, which led to a final reveal of a thirty second video of the campaign ad.
Stash is a sensual aromatic woody eau de parfum elixir spray. It wraps raw, sexy masculine notes with flirtatious, feminine notes to create a universally sexy scent. Parker worked closely with IFF perfumers Clement Gavarry and Laurent Le Guernec who helped create her first fragrance.
The scent hit Ulta yesterday.