Covet Pure Bloom by Sarah Jessica Parker ~ new perfume

SJP Covet Pure Bloom fragranceCovet Pure Bloom is the first flanker to Sarah Jessica Parker's Covet fragrance. Covet Pure Bloom is a "bright, feminine floral indulgence, a new scent that's pure paradise and a rare sensuality":

Bored with roses or mixed bouquets, Parker picked the royal Indonesian pikake as the floral note at the heart of her new perfume.

The notes feature purple plum, coconut water, tuberose, royal Indonesian pikake and amber creamy musks.

Covet Pure Bloom is currently exclusive to the Home Shopping Network (HSN), where it is available in 50 ml Eau de Parfum sold in a duo with Sarah Jessica Parker Lovely (they ship the Lovely now, the Covet Pure Bloom at some later date). It is expected to go into wider distribution in July. (first quote via hsn, second quote via msnbc, with many thanks to Dana Cerise for the tip!) Update: see a review of Covet Pure Bloom.

Here is a video from HSN (video has been removed from YouTube, sorry!) showing two women (neither of whom is Sarah Jessica Parker) hawking the perfume set. Around about the 30 second mark, there is a short video clip of Sarah Jessica Parker talking about Lovely & Covet Pure Bloom, which she says "has a uniqueness that is stronger than Lovely".

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  1. Anonymous says:

    “It is yummy! It is yummy!” … I never quite thought of Lovely that way, but I do like it.

    The model cracked me up – she keeps spraying and spraying and spraying. lol

  2. Anonymous says:

    That cracked me up too! I hope that bottle had water & not perfume, or she'd be DRENCHED in Lovely.

  3. Anonymous says:

    yes, the model was hilarious. I especially liked when they pointed out that she is wearing the dress that SJP wore in the original ad for lovely. I bet that matters to someone… HSN rules.

  4. Anonymous says:

    Hey, I missed that point! But imagine how many gajillion bottles they'd have sold if SJP appeared in that dress…it boggles the mind.

  5. Anonymous says:

    what happened to the unisex fragrance I got all hyped up for? I was waiting for Musks + Avignon but she comes out with bright, feminine, floral indulgence instead?

  6. Anonymous says:

    I assume that is still coming — this is just a flanker, not a major release.

  7. Anonymous says:

    This video works completely on my nerves, I couldn't even bear to see half or it !

    This is the perfect anti-ad.

    How can two women just talk and talk and talk and talk without even giving some more real information ?

    How can SJ Parker go along with that? It is all for the money of course, nothing remotely idealistic.

  8. Anonymous says:

    It has the opposite effect on me — I find the home shopping channels very soothing…they just prattle on about nothing, and I find it clears my mind and relaxes me.

  9. Anonymous says:

    I find the shopping channel very soothing too – I'm always impressed by how they manage to say so much about banal objects. I'm amused, though, that they don't mention what any of these scents actually smell like – just that they would look nice on a dresser.

  10. Anonymous says:

    Yes! They always just pick some key words and keep repeating them. “Trend setter” seemed to be the phrase of the day, and hey, you'd smell it before your friends!

  11. Anonymous says:

    Ha! And here I thought I was the only person who relaxed to HSN. It's the ultimate in brain candy.

    SJP and Coty, you disappoint me. I thought that both of her perfumes were the best new department store mainstream had to offer. Fast forward to today: A flanker? Plum, tuberose, and coconut water!?!? Say it isn't so!

  12. Anonymous says:

    Hmm, yes I understand you Robin for “Good Morning America” had that same effect on me, very reassuring 'it is just a normal average day in the week feeling'. They went rattling on and I was just getting ready for the day. ;)

  13. Anonymous says:

    See, same thing, except we are opposites because the morning talk shows drive me up the wall ;-)

  14. Anonymous says:

    LOL Robin :D

  15. Anonymous says:

    I'm bemused by someone modelling scent, and that they seem to think sending your purchase to you is a bonus.

    Now on the other hand the jewellery channel I find hypnotic, and jolly educational -all manner of “special gems” I'd never heard of anywhere else.

    I want it though, not big or remotely clever, but I want it.

  16. Anonymous says:

    Haven't smelled it yet of course, but if it smells like it sounds, yes, I'm disappointed in them too.

  17. Anonymous says:

    It is really silly to have a model spraying on the scent, I agree! What is the point? It isn't like she's going to wrinkle her nose and say Yuck!

  18. Anonymous says:

    I want it too, IK!

    I also relax to the shopping channels! I do buy some items from them as well (usually via their websites). I was listening to HSN while playing with my kitten. I heard something about Covet Pure Bloom and my ears perked up.

  19. Anonymous says:

    Ohhhhhhhh, I was wondering when she'd make a New one! Can't wait to smell it!

  20. Anonymous says:

    Blase about rose?

    Bored with mixed bouquets?

    Lackadaisical about lily-of-the-valley?

    Pick the PIKAKE (that's pee-kaah-kay).

    So much copy just begs to be made fun of, I guess.

  21. Anonymous says:

    If the rumors are correct, there is also a unisex scent coming up, but don't know when.

  22. Anonymous says:


  23. Anonymous says:

    The model has this sort of “1,2,3, spritz/rub/dip' thing going. Very funny! The woman on the left looks just a bit like SJP – is she a regular or did they plan that?

    Don't know about the perfume but that dress looks WAY better in the ad – on the model it looks like an especially insipid bridesmaid dress!

  24. Anonymous says:

    So agree about the dress, in fact, I thought it was a cheap copy!

  25. Anonymous says:

    Now that's the one I am curious to try… This sounds like the perfume equivalent of purple prose!

  26. Anonymous says:

    Okay, now that was really cool. I wish I still lived in the USA now, I would order this unstiffed, for the Lovely and the two movie tickets for the movie! I agree with the poster who said that the woman on the left looked like SJP. She has a similar body and hair.
    And that model cracked me up, too, spritzing and sniffing and spritzing. I rather expected them to pan to her and see her passed out on the floor.

  27. Anonymous says:

    They're almost giving it away, LOL…If you were going to see the movie anyway, this would be the way to do it. SO agree about expecting her to pass out!!

  28. Anonymous says:

    SJP was on Letterman last week and she was wearing the Unisex Fragrance she's working on but she said she didn't really know if she'd release it

  29. Anonymous says:

    Oh drat and double drat — that's the one I was looking forward to.

  30. Anonymous says:

    Fans of Covet the original better stock up PRONTO! Its discontinued

  31. Anonymous says:

    Interesting — I noticed it is gone from the Macys website.

  32. Anonymous says:

    Well, its July and STILL no sign of it on Ebay or Macy's. COTY is usually on their game. HMMMMMMMM. Have you heard anything, Robin??? Will this only be available in 1.7?????

  33. Anonymous says:

    HSN is now shipping it, so it does exist, LOL — but that is all I know.

  34. Anonymous says:

    They've updated SarahJessicaParkerBeauty and it lists the notes and it says that it's available now but I can't find it anywhere. It also says its available in a 1.7 bottle and 3.4

  35. Anonymous says:

    I went to the website and those notes are really fruity. I would've never thought SJP would do a fragrance like that. I've noticed when the celebs try something different and it flops (Covet), the perfume house resorts back to fruity. Same thing happened to Paris Hilton with Just Me and a couple of other celebs I can't remember

  36. Anonymous says:

    I wouldn't have thought she'd do a fragrance like that either. We were wrong!

  37. Anonymous says:

    I have just tried it today in a department store in Chester – very surprised to find it here – and was quite shocked. And the colour is a bit tacky (to my mind). The only other purple perfume I have seen is Sarrasins – which smells quite nice as I remember, but I don't think purple is a good look generally!

  38. Anonymous says:

    I am dying to smell this!!! It feels like we've been waiting forever!

  39. Anonymous says:

    SJP is having a Perfume Signing at the Plesanton Macy's on July 17th in California. I would go if it were Mariah Carey :)

  40. Anonymous says:


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