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Sarah Jessica Parker launches exclusive scent at Ulta


NEW YORK -- Sarah Jessica Parker is launching her new fragrance exclusively at Ulta Beauty with an innovative guerrilla marketing campaign.

Parker is using the power of suggestion to help fans discover the secret of her new scenat called Stash. A mysterious global street art campaign is teasing the fragrance's ultimate reveal.

Nearly 100 bustling sidewalks and iconic New York City and Los Angeles locations have been tagged with #ComeandFindIt in chalk art, spurring consumers to stop, think – "Who wrote this?" "What does it mean?" – and hopefully share on social. Parker herself teased the art on Instagram via several posts, which led to a final reveal of a 30-second video of the campaign ad.

"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," said Parker. "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."

Parker says she worked closely with IFF perfumers Clement Gavarry and Laurent Le Guernec who helped create her first fragrance, Lovely. 

Stash has:

• TOP NOTES: grapefruit zest, black pepper and sage

• MIDDLE NOTES: cedarwood atlas, patchouli, ginger lily and pistachio

• DRY NOTES: olibanum, massoia wood, vetiver and musk

Stash is available now exclusively at Ulta Beauty.

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