Sarah Jessica Parker is revealing STASH this week, a culmination of her long love affair with scent. Sarah Jessica Parker worked closely with IFF perfumers Clement Gavarry and Laurent Le Guernec who helped create her first fragrance, called LOVELY. STASH is a sensual aromatic woody Eau de Parfum Elixir Spray, the company states that it “wraps raw, sexy masculine notes with flirtatious, feminine notes to create a universally sexy scent.”

Sarah Jessica Parker explained, “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.” The popular actor went on to say, “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 is using the power of suggestion to help fans discover the secret of 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 thirty second video of the campaign ad.

Inspired by an apothecary glass, STASH’s bottle is minimalistic, yet sophisticated, with clean lines and soft curves. A satin black and gold rimmed cap with twisted black twine and a gold medallion seal the elixir within. The fragrance’s name is written in gold on a ripped piece of black gaffer tape, and signed with the designer’s iconic initials – SJP. There are wondrous notes to be found in the new scent, including grapefruit zest, black pepper and sage, cedarwood atlas, patchouli, ginger lily and pistachio; all with the dry notes of olibanum, massoia wood, vetiver and musk.

Available exclusively at Ulta Beauty Sunday, August 28th. You can find more information on the official site sjpbeauty.com