Do you like SM's rollout for Girls?

IMO, it's too much. Less is actually more sometimes.

Announcing over a month in advance, surprise b-side release, SMCU Ep. 2, Life's Too Short music video, L.A showcase for two days, late night show performance, teasers, and THEN, finally, a mini-album, of which people have already heard 3 songs? Overkill. No one can argue that Aespa is not promoted enough. But SM is not building hype well, instead they are kind of overwhelming the fans and casual followers of the group

A much better roll-out plan would have been doing an early June comeback instead. They could have dropped the Girls announcement immediately after Coachella performance while the hype was still high and then opened pre-order the next week. Then scrap the Illusion release, since they pretty much wasted the song. Scrap Life's Too Short MV and US promotions too, since this song will do nothing for Aespa's career. Drop the SMCU Ep. 2 a week and a half before the comeback (and put more of the actual girls in the video) and then 10 days of teasers before the MV.

They don't know how to build a proper comeback.

They are following the western promotion rollout for this comeback because of Warner which I think backfired. It was exciting at first but they kinda killed the hype with this second pre release. We’ll see how it goes with Girls though, the hype could be back again when they release the photos and teasers. Btw their hairstylist posted they will be in the US until July 10 is that true? That’s quite long. Hope they focus on Korean promotions too.

No I'm not a fan but I was anticipating their comeback till they release those 2 prereleases. They shoudlve used the build up hype on the actual single.

Why not ask SM to hire you?

I don’t like it at all, and oftentimes this type of rollout works way better for more established artists (although it might’ve worked well for Aespa if SM actually went about it correctly). I agree with OP’s edited rollout—releasing Illusion first with zero promo was such a bad idea. After the mini was released they could’ve given it an MV, but right now it’s just wasted potential.

I don't like it it's rollout following western artist and focusing more on US market which aren't their strongest suit.

I hope aespa won't share wonder girls fate in the us, they should do Korean way promos

SM have always been bad at creating hype, no one can do it like YG can and I'm not even a fan of YG.