The Plaza Athenee was the place where Sex and the City star Sarah Jessica presented her first perfume, launched exclusively with Nordstrom and scheduled to arrive in the US top stores in September.

The fragrance licensee Lancaster and the actress said that Lovely will become the first in a series of perfumes. However, Parker didn’t reveal her plans regarding the future projects. Some industry sources estimate that the scent could do up to $30 mln. in the first year of sell. Only selected international doors will get the chance to present Lovely – those include UK, Asia, Austria, Sweden, and Australia.

The actress appeared at the presentation in the Lanvin vintage dress and a pair diamond earrings from Fred Leighton. 

The main idea of the scent is based on the oil Sarah Jessica used to buy on the street and has worn for years. The perfume includes patchouli, musk and lavender, has top notes of fresh mandarin, bergamot, radiant rosewood, lush lavender and crisp apple martini; a heart of patchouli, paper whites and creamy orchid, and a drydown of sensuous cedar, white amber, sultry musk and woods.

It took them a lot of time to create Lovely. Catherine Walsh, senior vice president of cosmetics and American licenses for Lancaster, and Carlos Timiraos, vice president of marketing, estimate that they saw “hundreds” of submissions, while Parker said she smelled at least 20.

The initial collection will consist of four stockkeeping units: eaux de parfum in 1.7-oz. and 3.4-oz. sizes, priced $48 and $62, respectively; a 6.7-oz. body lotion for $30, and a 6.7-oz. bath and shower gel for $26.

The ad campaign will cost about $20 mln. and will include print and TV ads. 

Parker has finished her work on the movie “The Family Stone” on Saturday and plans to start on another next week. She also has formed a production company in partnership with HBO.