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2 Jan

Billie Eilish, Parlux Release Eilish No.2 Second Fragrance – Exclusive

After a splashy first launch, Billie Eilish is expanding her fragrance business with Parlux.

The Grammy winner will launch her second scent, Eilish No.2, online in mid-November, priced at $72. The brand is currently sold via its own website and in an exclusive partnership with Ulta Beauty.

Eilish’s first fragrance, simply called Eilish, in response to industry sources, was estimated to surpass $60 million in sales for its first 12 months available on the market. Sources expect Eilish No.2 to also pass the $60 million mark.

The road extension includes spicier notes, like apple and bergamot top notes, papyrus and black pepper heart notes and a palo santo base note, amongst others. The fragrance was created by Takasago, who also worked on the singer’s debut scent, and Eilish said there are distinct differences with the brand new fragrance.

“Eilish No.2 is predicated off of Eilish, the unique, but a bit bit more dark and sultry, and a bit bit more mysterious. And it’s got quite a lot of notes that I like that feel very woodsy,” she told WWD. “It has this type of spicy tone, nevertheless it also has this really soft tone, this vanilla tone. The smell itself is this type of dark gray, metallic-y, metal, silver color.”

Synesthesia informs Eilish’s relationship with fragrance, a category the singer also collects. She has greater than 100 scents in her collection, and added that, “I’ve all the time desired to make fragrances. Eilish was my dream for years and years. After which, the thought of keeping it going and making more was so exciting to me.”

Though celebrity beauty brands have crowded the market, Lori Singer, president of Parlux, told WWD Eilish’s vision for the brand was resonating strongly with its first launch.

“It has blown away our initial projections,” she said. “We started off d-to-c, we sold out in minutes with none paid media, with none support — which is actually just the ability of Billie and her fan base. After we did enter brick-and-mortar with Ulta as our exclusive partner, we overachieved our launch volume by 100%.”

Singer declined to specify future plans for the brand, but did add “we’ve some fun latest line extensions which can be going to come back out later this 12 months.”

“Our goal is to construct Billie Eilish fragrances right into a fragrance house that will probably be a real and enduring pillar within the industry, with ambitions to succeed in $200 million in the following three years, we predict there’s a lot potential to expand the product offering driving newness, really all based on Billie’s creative vision and her love of scents,” Singer continued.

Fragrance benefited strongly from the coronavirus pandemic and shows no signs of abatement. The category logged 16 percent growth within the second quarter, in response to data from the NPD Group.

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