Jumaily Comms was exclusively appointed as the PR partner to deliver the Australian launch of Billie Eilish’s fragrance ‘Your Turn’.

The explosive launch was anchored in a multi-faceted strategy designed to engage press and talent on a deeply personal level. A select group of top-tier editors from within Jumaily Comms’ network were invited to meet Billie Eilish and experience her globally acclaimed Hit Me Hard & Soft tour first-hand.

Inside the stadium, an exclusive Billie Eilish ‘Your Turn’ fragrance booth was unveiled, offering an immersive experience of the scent prior to the show—culminating in the live performance itself. This activation generated extensive media coverage across print and digital, alongside a consistent wave of organic social content.

Complementing the event, a strategic gifting program was rolled out to 50 influential voices across beauty, lifestyle, and fashion. This secured further amplification through social storytelling, ensuring strong cultural visibility and a celebrated launch in the Australian market.