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EXCLUSIVE: Billie Eilish Debuts Fragrance Pillar With Your Turn Launch
Billie Eilish has a new fragrance, in partnership with Parlux, called Your Turn that will debut with Ulta Beauty in 2025.
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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 $70 for 30ml and will debut on the brand’s website before rolling out to Ulta Beauty later this month.
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.
Related Articles“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.”
Billie Eilish’s Your Turn fragrance.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 and Asia,” Singer said. “She’s out there, she’s seeing her fans, and it’s a tremendous opportunity.”
, who was born and raised in a rural motel called Motel California. After escaping her hometown, she returns home after 12 years and winds up reconnecting with her first love and childhood friend Cheon Yeon Soo (Na In Woo).
Spoilers
In the last broadcast, Yeon Soo confessed his feelings to Kang Hee, signaling the official start of their romantic journey and leaving viewers eager to see what happens next for the two.
In the newly released stills, Yeon Soo cannot hide his smile when he finds Kang Hee hiding in his room. Yeon Soo’s affectionate gaze and bright smile as he looks at Kang Hee, who is hiding behind a teddy bear, clearly reveal his undeniable affection.
The stills also capture a significant shift in Kang Hee’s attitude toward Yeon Soo. Previously, she had been pushing him away with harsh words, but now that they are officially a couple, she openly expresses her feelings for him. The sweet affection between Kang Hee and Yeon Soo, captured in the stills, builds anticipation for how their relationship will unfold in the broadcast.
The production team of “Motel California” teased, In the upcoming episode, Kang Hee and Yeon Soo, who have kept viewers on edge, will finally express their affection for each other as an official couple. They added, Please stay tuned to see if Kang Hee and Yeon Soo can enjoy a sweet date under the radar in town and how they will showcase their chemistry as an official couple rather than just friends.
The next episode of “Motel California” will air on February 7 at 9:50 p.m. KST.
Catch up on “Motel California” on Viki below:
[viki-watchnow url=https://www.viki.com/tv/40832c-motel-california]
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