Billie Eilish makes a new scent called your turn

Billie Eilish introduces a new facet to her fragrance business.

The brand, which first debuted with his vanilla-forward scent Eilish in 2022 and subsequent line extensions, will debut a new pillar on Thursday on his website before rolling out to Ulta Beauty later this month. The scent called your turn is priced at $ 90 for 100 ml and debuts on the brand’s web site before rolling out to Ulta Beauty later this month.

The brand has been a blessing for the licensee Parlux, who said the brand has grown 40 percent year-over-years and has become an important growth driver in the company.

“Billie Eilish is on fire without end in sight,” said Lori Singer, Parlux’s President. “The consumer is in love with the brand. Her influence on pop culture is undeniable and contributes significantly to the brand’s success, but why it is really successful is her absolute love for scent. She had 120 bottles of scent at 17 years old. ”

Singer did not comment on sales, but industry sources expect your trip to reach a sales volume of $ 100 million in the first year on the market.

It marks the second pillar of the company and the idea of ​​diversifying the portfolio came from Eilish’s own creative development. “Billie started in this world of vanilla with her first scent and then went warmer and spiced with the other. The third was a limited edition, ”Singer said. “She was ready to start something new. But we never go away from the original eilish scents. “

Your trip, nosed by DSM company perfumes Frank Voelkl, contains top notes of Bergamot-peel, cardamom and fresh ginger; Heart notes on night -flowering jasmine and coconut water and dry down to catch musk, 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 persistent wind energy and the bottle itself can be replenished.

The packaging inspiration “Started as a treasure hunt,” said Singer, with Eilish, who went through the various souvenirs and objects she is gathered and lands on a few metal dice she had gathered. “The end result – the color, the finish, is so unique.”

Singer claimed that your trip is different enough than the existing juices that it will not cannibalize past successes. “They are so different, and there is definitely a place in the consumer scent wardrobe for both of them,” Singer said. “If something, when a new consumer, maybe someone out there is not a lover of vanilla and we can offer them something else.”

The marketing mix will result in advertising outside the home as well as digital ads and personal activations. “We take advantage of what we have learned from previous launches and what really works,” Singer said. “It meets the consumer where they are and exploit Billie and all her other initiatives.”

With the launch firmly planted in the United States, Parlux will also appear to reveal the scent globally. “We are launching globally in accordance with her tour when she leads to Europe and Asia,” Singer said. “She’s out there, she sees her fans, and it’s a huge opportunity.”

Added eilish via statement, “I’ve always been extremely passionate about scent and love the process of developing something new. I am happy to share the latest scent and bottle in my scent collection, your trip. “