Covet, something fashion mavens do regularly of Sarah Jessica Parker’s, (aka Carrie Bradshaw’s) Sex and the City wardrobe.
It is now the name of Sarah Jessica Parker’s second fragrance as announced by the WWD. The story was first broken yesterday by Fashionista, who also suggested that the bottle will be green.
This will be a follow up to Sarah Jessica Parker’s first fragrance, Lovely, which launched in Fall 2005.
According to the WWD, the idea behind the ad campaign for Covet is “Sarah Jessica Parker, a fragrance felon?”
This should be interesting.
Hopefully the launch of Covet is a little more smoothly than the up coming launch of her Bitten by Sarah Jessica Parker collection for Steve and Barry’s in June. Good thing Covet won’t be launched until fall 2007, so they have time to learn from their mistakes.
[Edit 19 April 07]
An image of the Covet bottle has been released, as well as details about the television commercial. Shot at the Place Vendome in Paris byJean-Paul Goude, the ad shows the actress channelling Carrie Bradshaw. Clad in a Christian Lacroix gown, Parker smashes a shop window with her stiletto to get at her fragrance. Crime doesn’t pay though: she’s quickly arrested and thrown into jail, sans the scent. Covet will be in store July 23.
[Edit 9 August, 2007]
Find out more about how to play the ‘Find the missing Covet bottle game’ here!
Why would you name a fragrance Covet? It’s so cliche
Perhaps Ms. Parker and Coty should have checked the Trademark Office database before releasing this perfume, because the word Covet has already been registered for use as a perfume by Trio Selection, Inc.
Word Mark COVET
Goods and Services IC 003. US 001 004 006 050 051 052. G & S: PERFUMERY, NAMELY, PERFUME OILS, PERFUMES, AND ESSENTIAL OILS FOR PERSONAL USE; HAIR CARE PRODUCTS, NAMELY, SHAMPOO, CONDITIONER, STYLING MOUSSE, STYLING GEL, HAIR CONDITIONING TREATMENTS AND HAIR SPRAY; CLEANING PRODUCTS, NAMELY PERSONAL CLEANING AND HYGIENE PRODUCTS, NAMELY SOAP, BUBBLE BATH, SKIN MOISTURIZING CREAM, BATH OIL, BATH BEADS AND PEARLS, NON-MEDICATED BATH SALTS; COSMETICS
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Design Search Code
Serial Number 78956016
Filing Date August 20, 2006
Current Filing Basis 44E
Original Filing Basis 44D
Published for Opposition April 17, 2007
Owner (APPLICANT) Trio Selection Inc. CORPORATION CANADA 353 Chaband Quest Montreal, Quebec CANADA H2N2G1
Attorney of Record Jeffrey M. Furr
Prior Registrations 3179237
Type of Mark TRADEMARK
Register PRINCIPAL
Live/Dead Indicator LIVE
to Strategic Beauty re Trademark
The name of the fragrance is Covet – Sarah Jessica Parker. You will find numerous fragrances that incorporate the brand or celebrity so they can use the word (CURIOUS Britney Spears, FANTASY Britney Spears, Lacoste PLAY, most Calvin Klein – Eternity, Obsession, Escape etc.)
Companies take a common word then link it with a name or brand to convey a mood.
Sean, the right to use COVET in International Class 003 is currently before the Trademark Trial and Appeal Board.
http://tinyurl.com/ypvslx
the issue of who has the RIGHT to register and use the trademark COVET will come down to whether Coty’s German registration of the mark gives them priority over Trio’s use of the mark in Canada. Both are arguing their foreign applications give them priority in terms of who gets to register the mark in the United States.
it’s not as simple as slapping a word onto a celebrity’s name..which is a failed long term strategy anyway, because stars fade faster than perfume.