BILLIE EILISH FRAGRANCES
We led global public relations and owned social media for the launch of Billie’s first fragrance, Eilish, generating headlines across all key media, helping the fragrance to sell out within minutes. We subsequently ideated and executed an artistic and attention-grabbing fragrance activation celebrating Billie’s headlining set at the Coachella Music Festival, and the launch of Billie’s follow up scent, Eilish No.2.
CHALLENGE:
With no shortage of celebrity fragrances on the market, ABC was brought on to help develop the Eilish brand and oversee communications and owned social media for the launch, garnering worldwide attention for Billie Eilish’s first-ever scent and license partnership, sold without paid media, direct to the consumer.
Making an impact for Billie’s second fragrance just a year later called for a sophisticated editorial strategy to catalyze maximum press coverage.
STRATEGY:
Leveraging decades of experience in successfully partnering with A-list talent, ABC delivered world class editorial, and high profile activations to drive buzz and consumer engagement for the series of product launches.
• Select beauty and news editors were given coveted access to Billie’s Happier Than Ever tour and exclusive 1-1 press interviews.
• An elevated special delivery seeding catalyzed hundreds of millions of media impressions when Friends of Billie such as Kim Kardashian and Hailey Bieber reposted.
• To celebrate her historic, headlining set at Coachella 2022 ABC oversaw an activation at the Soho House pop-up which included an interactive sampling experience and a 15 foot sculpture of the fragrance bottle.
• After successfully announcing the first fragrance, ABC continued the buzz for her second fragrance Eilish No.2 just a year later, with carefully crafted editorial angles and strategic asset distribution.
• Owned social media posts leveraged Billie’s tone to engage fans.
RESULTS:
• The launch of Eilish No.1 resulted in hundreds of millions of media and social impressions, and exceeded sales projections, reaching a reported 60 million+ in sales in its first year, and selling out its drops within minutes.
• The announcement for Eilish No.2 was supported with hundred of millions of media impressions in top global media, leading to another quick sell out.
• Coverage was universally positive in tone and focused on the artists love of scent and the product itself.
