EXCLUSIVE: Billie Eilish Debuts Fragrance Pillar With Your Turn Launch
Billie Eilish is introducing a new facet to her fragrance business.
The brand, which first debuted with its vanilla-forward scent Eilish in 2022 and ensuing line extensions, is debuting a new pillar Thursday on its website before rolling out to Ulta Beauty later this month. The scent, called Your Turn, is priced at $90 for 100ml and will debut on the brand’s website before rolling out to Ulta Beauty later this month.
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The brand has been a boon for licensee Parlux, which said the brand has grown 40 percent year-over-year and has become a key growth driver at the company.
“Billie Eilish is on fire with no end in sight,” said Lori Singer, Parlux’s president. “The consumer has fallen in love with the brand. Her influence on pop culture is undeniable and significantly contributes to the brand’s success, but why it’s really successful is her absolute love of fragrance. She had 120 bottles of fragrance at 17 years old.”
Singer didn’t comment on sales, but industry sources expect Your Turn to reach a sales volume of $100 million in its first year on the market.
It marks the second pillar of the business, and the idea to diversify the portfolio came from Eilish’s own creative evolution. “Billie started in this world of vanilla with her first fragrance, and then went warmer and spicier with the second. The third was a limited edition,” Singer said. “She was ready to start something completely new. But we’re never walking away from the original Eilish scents.”
Your Turn, nosed by DSM-Firmenich perfumer Frank Voelkl, features top notes of bergamot peel, cardamom and fresh ginger; heart notes of night blooming jasmine and coconut water, and dries down to captive musks, upcycled silver amber and Australian sandalwood.
The scent is vegan, paraben free and certified cruelty free, Singer said, adding that the carton was made with renewable wind energy and the bottle itself is refillable.
The packaging inspiration “started as a treasure hunt,” Singer said, with Eilish going through the various souvenirs and objets she’s collected and landing on a pair of metal dice she had collected. “The end result — the coloration, the finish, is so unique.”
Singer contended that Your Turn is different enough from the existing juices that it won’t cannibalize past successes. “They’re so distinct, and there’s absolutely a place in the consumers’ fragrance wardrobe for both of these,” Singer said. “If anything, it’ll reach a new consumer, maybe there’s someone out there who is not a lover of vanilla, and we can offer them something different.”
The marketing mix will entail out-of-home advertising as well as digital ads and in-person activations. “We’re leveraging what we’ve learned from past launches and what really works,” Singer said. “It’s meeting the consumer where they are, and leveraging Billie and all of her other initiatives.”
With the launch firmly planted in the U.S., Parlux will also look to unveil the fragrance globally. “We’ll launch globally in alignment with her tour as she heads to Europe,” Singer said. “She’s out there, she’s seeing her fans, and it’s a tremendous opportunity.”
Added Eilish via statement, “I’ve always been extremely passionate about scent and love the process of developing something new. I’m excited to share the newest scent and bottle in my fragrance collection, Your Turn.”
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