Billie Eilish is an American singer-songwriter. She first gained recognition
in 2015 for the song “Ocean Eyes.” In 2020 she became the youngest artist ever
to win a Grammy for Album of the Year.
Billie Eilish is an American singer-songwriter. She first gained recognition in 2015 for the song “Ocean Eyes.” In 2020 she became the youngest artist ever to win a Grammy for Album of the Year.
With all of her success as a singer-songwriter, Billie still had one desire to be fulfilled- she wanted to launch her signature perfume. Billie stated that
fragrances have always been an important part of her life and after partnering
with Parlux, her dreams of creating her signature scent finally became a
reality.
Challanges
Challanges
When Billie decided to launch her own perfume, it was critical that the launch went smoothly to ensure the best possible user experience. To do so, Praella partnered with Shopify Plus to handle the enormous site traffic anticipated on launch day.
Praella handled developing the website, which had an immersive 3D experience that required special attention to detail around desktop and mobile functionality. Along with the immersive experience that was built on Shopify Plus, Paella also leveraged expansion stores to set up multi-lingual experiences, currency, and integrate fraud system controls, etc.
High Traffic Only
One thing was for certain due to the popularity of Billie Eilish: high traffic. Praella’s key goal was to ensure that a large amount of traffic was processed without a hitch, especially around product launch dates.
One Customer – One Bottle
Given the high level of interest for the product and the limited number of perfume bottles available on launch day, the only sensible option was to impose a certain limit on the number of bottles an individual could buy.
Custom Functionalities
The Billie Eilish Fragrances team wanted a unique experience for their customers and in order to achieve that many custom functionalities needed to be implemented. The Billie Eilish Fragrance team requested a scroll-responsive 3D model on the homepage, as well as various HD videos and eye-catching animations throughout the site, all without compromising responsiveness.
Solutions
Solutions
High Traffic Only
To ensure stable traffic processing, Praella performed a soft launch of the website. A signup page was released, and a couple hundred thousand sessions were logged in a couple of hours.
Once the perfume was released, it took only 30 minutes for it to sell out.
Since the product sold out so quickly, more than 100k customers subscribed to the “Back To Stock” notifications. More than 1 million sessions were recorded during the launch day. The second flash sale resulted in the perfume selling out once again, now within one hour.
It is important to note that these events went through without any issues despite an enormous amount of traffic.
It is important to note that with many limited-release product launches the biggest hurdle proves to be the checkout process. This was not the case for Billie Eilish Fragrances since the Praella team utilized Shopify Plus’ Checkout Queue in order to mitigate risks at checkout.
One Customer – One Bottle
Praella created a custom fraud control system to ensure this functionality, which allowed one perfume bottle per user. The limitation, of course, was not permanent and after the expiration date of the mentioned limitation the customer could purchase the product again.
Custom Functionalities
Countdown and Order Tracking
Integrating custom functionalities into their website was done to provide customers with a one-of-a-kind user experience. Before the launch of the product, a special countdown page was created. An Electronic Data Interchange (EDI) was introduced, allowing for the seamless transmission of data. Praella has also implemented an FTP connection that provides the customers with the order tracking numbers.
3D Bottle Model
Considering the high importance of the custom-made perfume bottle and the idea of creating one of a kind website experience, the Praella team decided to challenge themselves by implementing a never before seen solution for the product showcase. Praella’s developers created a sleek animated 3D render on the scroll of the perfume bottle by synchronizing every frame to the user’s scroll position, which served as the custom navigator through the page. To help strike the balance of great experience and following this, focused landing pages were created, filled with various HD videos and eye-catching animations, all without compromising page responsiveness.
People’s Voice Webby Award 2022
The win of the People’s Voice Webby Award in the best homepage category serves as a testament to the amazing work done by Parlux, Mazarine, and Praella.
People’s Voice Webby Award 2022
The win of the People’s Voice Webby Award in the best homepage category serves as a testament to the amazing work done by Parlux, Mazarine, and Praella.
Revolutionary
product showcase
A 3D model of the perfume bottle is the focal point of the website’s homepage. This unique solution provides the visitor with a one-of-a-kind experience.
Handling traffic for the world’s biggest pop star
Given the size of Billie Eilish’s fan base, one thing was for certain- a large amount of traffic.
More than a couple hundred thousand sessions were recorded, and the perfume was sold out in the first 30 minutes of the perfume being available for purchase. Everything was handled without a hitch, thanks to the stability of the Shopify platform and Praella’s expertise.
Handling traffic for the world’s biggest pop star
Given the size of Billie Eilish’s fan base, one thing was for certain- a large amount of traffic. More than a couple hundred thousand sessions were recorded, and the perfume was sold out in the first 30 minutes of the perfume being available for purchase. Everything was handled without a hitch, thanks to the stability of the Shopify platform and Praella’s expertise.
“We launched DTC last week for a brand new HUGE product! This launch has truly made headlines. It’s a crazy thing to say.
We just want to thank you for all the hard work you guys have put into our wonderful website and shipping mechanism. Since Day 1 working with you, you have been committed to this project and acted like partners. We have enjoyed working with all the team members you have both in the USA and India. A fun thing for me was to see the energy from the India team – even in the wee hours of their nighttime.
While we’re not done yet, I hope you can appreciate and enjoy the hard work you’ve accomplished with us. We’ve just gotta #Billieve – and we do! “
Brian R.
Sr. Director Ecommerce & Digital Marketing at Parlux Ltd.
“We launched DTC last week for a brand new HUGE product! This launch has truly made headlines. It’s a crazy thing to say.
We just want to thank you for all the hard work you guys have put into our wonderful website and shipping mechanism. Since Day 1 working with you, you have been committed to this project and acted like partners. We have enjoyed working with all the team members you have both in the USA and India. A fun thing for me was to see the energy from the India team – even in the wee hours of their nighttime.
While we’re not done yet, I hope you can appreciate and enjoy the hard work you’ve accomplished with us. We’ve just gotta #Billieve – and we do! “
Brian R.
Sr. Director Ecommerce & Digital Marketing at Parlux Ltd.
