Sarah Jessica Parker’s latest fragrance just made its debut on Instagram.
The former “Sex and the City” star announced the fragrance, “Stash,” in a video this morning, draped in black satin and provocatively caressing the bottle. The video has no paid support behind it, and amassed over 82,000 views in just two hours.
“For all of those who’ve stopped me on the street/in the grocery store/on the subway/in the library/at the theater to ask me what fragrance I’m wearing, I can finally reveal the answer: STASH by @sjpbeauty,” Parker wrote in the video caption.
One of the hardest secrets I’ve ever been asked to keep. A scent we’ve spent YEARS perfecting. Passed among a select few like a verboten substance. Offered up only in secret but no longer. For all of those who’ve stopped me on the street/in the grocery store/on the subway/in the library/at the theater to ask me what fragrance I’m wearing, I can finally reveal the answer: STASH by @sjpbeauty. Launching this Sunday, only at @ultabeauty. #comeandfindit X, SJ
The video was the culmination of a social campaign leading up to the launch, alluding to the perfume and urging consumers to “#ComeandFindIt,” without specifying what “it” was, through various Instagram posts. The posts were both on Parker’s personal Instagram account, as well as the branded account of her beauty company SJPBeauty. Parker herself teased the launch on her Instagram feed with three posts ahead of the launch video this morning.
“Instagram was a no-brainer for us, given her 2.7 million fans on the platform,” said Teri Siegel, a global marketing consultant who is spearheading all efforts for Sarah Jessica Parker fragrances. “There was no better and more authentic way for her to build excitement around the fragrance than with her engaged community on Instagram.”
The brand took to nearly 100 sidewalks at various locations in New York City and Los Angeles, tagging them with street art to tease the fragrance. #ComeandFindIt was written in eco-friendly, chemical-free and natural material including chalk art, encouraged to make consumers share on social.
The fragrance will be exclusively available at Ulta Beauty, apart from Sarah Jessica Beauty’s e-commerce website. The brand will also use paid media to promote the fragrance on Facebook, starting in September. Ulta’s social accounts will cross-promote the social posts as well.
The fragrance market is expected to grow between 3 and 4 percent annually through 2020, according to data from Bain & Co — and everyone wants a piece of the pie. Louis Vuitton recently announced its return to the fragrance market for the first time since 1946.
This, however, isn’t Parker’s first foray into the world of fragrances — or the first time she has used social media for her fragrances for that matter. Her scent “Lovely” celebrated its tenth anniversary last year, accompanied with a social media contest. Fans were encouraged to upload posts capturing their own memories with the perfume, tagging @SJPLovely and #LOVELYTurns10, for a chance to win prizes.