What WHO IS ELIJAH changed

• Added a "Choose your complimentary Body Mist" offer for Australian customers.
• Included three gift options: Cherry Fiesta, Electric Soul, and Ocean Eyes.
• Updated the "WALL STREET" fragrance status to "Notify me," indicating it is out of stock.
• Removed Australian and US customer service phone numbers from the footer.
• Added a limit of one free gift per order.

The brand is using a "gift with purchase" strategy to increase order value and clear specific inventory, while also signaling that a popular scent is currently out of stock.

• Added "Notify me" status to the REBEL ROSE fragrance, indicating it is currently out of stock.
• Added dedicated customer support phone numbers for Australia and the United States in the footer.
• Removed the "UNLOCK $15 OFF" floating button, though the sign-up form remains.

The brand is managing stock levels for a key product and has added direct phone support for Australian and US customers, likely to improve trust and conversion.

• Removed the promotional offer for two free 10ML bottles (Chemical Addiction + Ocean Eyes) with any 100ML purchase.
• Updated the main headline from "MADE TO LAYER" to "MORE THAN A FRAGRANCE. An alter ego in a bottle."
• Removed Australian and USA phone numbers from the footer.
• Added a new "UNLOCK $15 OFF" call to action at the bottom of the page.

The brand has shifted from a high-value promotional offer to a brand-focused message. This suggests a move away from heavy discounting or gift-with-purchase tactics toward building a stronger emotional identity.