Parker, fresh from filming her last scenes as Carrie Bradshaw in the much-loved HBO-made television series, will appear in advertising created by J Walter Thompson featuring the strapline "Lux brings out the star in you".
The campaign breaks in May and will be supported by outdoor, cinema and radio ads, as well as sampling in women's consumer press and in-store.
Lever Faberge is pushing Lux as a luxurious product at an affordable price. It has relaunched the range with new packaging and sensual fragrances such as Oils of the Orient.
Jo Mason, brand manager for Lux, said: "The introduction of Sarah Jessica Parker as the face of Lux will create excitement and talkability among our target audience. We have invested heavily in Lux television exposure throughout the year and our spend will equate to a quarter of the total category share of voice."
Lever Faberge estimates the skin-cleansing sector is worth £533m and believes the relaunch will build its share.
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