Elon infuses the musk of “repugnant desire” in Burnt Hair perfume launch
(Credit: The Boring Company).13 Oct 2022 --- Elon Musk, founder and CEO of Tesla, SpaceX and The Boring Company has launched a perfume called Burnt Hair, The Essence of Repugnant Desire, via his tunneling company. Yesterday via social media, the billionaire confirmed the pre-orders of 10,000 bottles of Burnt Hair within a few hours after the launch, approximating US$1 million in retail value.
Musk dropped a hint in September, tweeting “‘Burnt Hair’ – Scent for Men by Singed.” The billionaire also presents himself as a “perfume salesman” on his Twitter bio page.
The perfume is being sold at €104,95 (US$101). Musk is also accepting payments with Dogecoin cryptocurrency. The product has no details of perfumery ingredients and only offers testimonies so far.
The first testimonial of the product describes the perfume: “Just like leaning over a candle at the dinner table, but without all the hard work.”
The second testimonial says: “Stand out in a crowd! Get noticed as you walk through the airport.”
Elon Musk tweeted the pre-orders of 10,000 bottles of Burnt Hair within a few hours after the launch.
“With a name like mine, getting into the fragrance business was inevitable,” tweeted Musk.
The first bottles will reportedly begin delivery during the first quarter of 2023, according to The Boring Company.
Celebrity moves in beauty
The industry is witnessing an increasing number of celebrities entering the space with their makeup and personal care lines.
Amyris and actress-entrepreneur-activist Naomi Watts launched Stripes, a brand for (peri)menopausal wellness. The company is also unveiling Meno Institute to fill the void in research around women experiencing (peri)menopause. These launches will initiate this month on World Menopause month.
Lancôme recently collaborated with the eight-time Latin Grammy-winning singer Rosalía for its La vie est belle fragrance. Rosalía promotes the La vie est belle slogan – “Life is what you make of it. Make it Beautiful” – through this cooperation.
Last month, Grammy-winning entertainer Ciara launched her skincare brand, On A Mission, for customers to access comprehensible clinical skincare designed for all skin types and tones.
KVD Beauty unveiled a collection of liquid lipsticks with its brand partner model, actress and singer Paris Jackson as the face of the campaign co-creative director.
In August, US singer-songwriter Ariana Grande debuted God is a Woman Body Line in partnership with Ulta Beauty. The body care range is formulated to meet the retailers’ Conscious Beauty Program standards and is made with clean, vegan and cruelty-free ingredients.
By Venya Patel
