Sooner or later, it happens to all celebrities when they’re hot property… They’re faced with the big question: why don’t you launch your own fragrance? And so we shouldn’t have been surprised when Billie Eilish Eilish EDP joined the ranks of celebrity scents in 2021.
And just in case, if you’re wondering why the American singer-songwriter is such hot property (timing is everything in the celeb scent market), here’s a reminder.
Since her emergence in 2015 but especially with the success of her debut album When We All Fall Asleep, Where Do We Go? and the single Bad Guy, Billie Eilish has bagged numerous Grammy, American Music, MTV Video Music, Billboard Music and Brit awards, among others. She’s also won a Best Original Song Oscar for the Bond tune, No Time To Die.
IMAGE: Billie Eilish Fragrances.
We can add her debut perfume, Billie Eilish Eilish EDP, to her list of achievements (it triumphed in The Fragrance Foundation’s 2022 Fragrance of Year – Popular category). What do I think of it? And does it herald a revival in the celebrity fragrance market?
IMAGE: Billie Eilish Fragrances.
PERFUMER
Steve DeMercado is the man behind a whole bunch of fragrances, including Calvin Klein Escape For Men EDT (1993); Marc Jacobs EDP (2001); Escada Magnetism EDP (2003); Guess Man EDT (2006); and Vince Camuto EDP (2011).
IMAGE: OK Fine Fragrances.
The master perfumer is also the go-to-creator for celebrity fragrances. He created Paris Hilton EDP (2005); Jennifer Lopez Love At First Glow EDT (2005); Harajuku Lovers G EDT (2008) for Gwen Stefani; Queen Latifah Queen EDP (2009); Jessica Simpson Fancy Nights EDP (2010); Nicole Richie Nicole EDP (2012); and Rihanna RiRi EDP (2015).
He launched his own niche perfume company, OK Fine Fragrances, with Michael Simpson in 2020.
SO WHAT DOES BILLIE EILISH EILISH EDP SMELL LIKE?
“Sugared petals” may be listed in the official notes, but I reckon that’s a sugar accord at work. It enhances the notes of mandarin orange and red berries with a soft sprinkle of sweetness.
It’s gourmand territory with the combo of creamy vanilla and earthy cacao. Powdery cinnamon features in the general spiciness. And there’s a delicate floralcy in the background. The warmth extends to the drydown where an amber accord is paired with lots of musk.
Billie Eilish wanted the olfactory equivalent of a warm embrace and this scent does just that in a cosy and comforting way. While it adheres to the gourmand template common to many celebrity fragrances, it’s sensual, sophisticated and more grown-up than you might expect (that sophistication extends to the bronze bust bottle – standout elegant stuff in a category that tends to be girlie-girl and sometimes, dare I say it, tacky). It’s sweet but not in an overpowering way.
Billie Eilish Eilish EDP has broad and accessible appeal, even if you’re not a fan of the star’s music and aesthetic. Kudos to her for asserting its unisex credentials by describing it as “a scent for everyone”.
BOOM OR BUST?
The mega success of Jennifer Lopez JLo Glow EDT (2002) motivated other celebrities such as Britney Spears (2004), Sarah Jessica Parker (2005), Halle Berry (2009), Beyoncé (2010), Rihanna (2010), Madonna (2012) and Lady Gaga (2012) to launch their own perfumes.
When I interviewed Glow’s creator, Louise Turner, this is what she had to say about the fragrance: “The licence was with Coty at that time and Jennifer Lopez was directly involved in its creation – she wanted the smell of clean and fresh skin.”
“With the rise of niche brands and more demanding consumers, the category seemed out-dated and had a strong whiff of fakery.”
It was all going so well and then around 2016, the stats started to tell a different story. Celebrity fragrance sales had declined from 12% of the US market to 4%, according to Euromonitor. Things were equally grim in another key market, the UK. So much so that analysts proclaimed the celebrity fragrance market to be dead. With the rise of niche brands and more demanding consumers, the category seemed out-dated and had a strong whiff of fakery.
Fast-forward to 2023 and the success of Ariana Grande, Billie Eilish and Rihanna, with their emphasis on sophistication, authenticity and quality could see the sector back in business.
Billie Eilish Eilish EDP is available in South Africa at Dis-Chem.
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