Seamus Hammond
Elon Musk's Boring Company launched a perfume called Burnt Hair in October 2022. The perfume, which Musk describes as the essence of repugnant desire, costs $100 per bottle and has received mixed reviews. Musk sold 10,000 bottles in a few hours, making $1 million in sales. The Boring Company did not respond to queries on how long it planned to keep the perfume listed. The perfume is now being resold on eBay at prices ranging from $86.69 to $99,420.
| Characteristics | Values |
|---|---|
| Name | Burnt Hair |
| Company | Boring Company |
| Founder | Elon Musk |
| Launch Date | October 2022 |
| Target Gender | Omnigender/Unisex |
| Price | $100 |
| Number of Bottles Sold | 10,000+ |
| Total Sales | $1 million+ |
| Sillage | 2.01 out of 4 |
| Longevity | 2.38 out of 5 |
| Fragrance | Smoky, leather, dark roast coffee, tobacco, cigarettes, wildfire, old lady in church, alcohol, cologne |
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What You'll Learn
Elon Musk's Boring Company sold it for $100 a bottle
Elon Musk, the world's richest man, launched a perfume called "Burnt Hair" in October 2022. The perfume was sold through Musk's company, The Boring Company, and was priced at $100 per bottle. Musk promoted the perfume on Twitter, where he described himself as a "perfume salesman".
The Boring Company's product listing described the scent as "the essence of repugnant desire". Musk himself described it as smelling like leaning over a candle at the dinner table. The perfume comes in a red bottle with a ruby-like gemstone on top and the word "SINGED" printed at the bottom. The packaging is a velvety black box.
The perfume is an omnigender product, suitable for both men and women. Musk's dedicated fanbase ensured that over 10,000 bottles of the perfume were sold, making over $1 million in sales. Musk later announced that all 30,000 bottles of the perfume had been purchased.
The scent of the perfume has been described as "really smoky", similar to "tobacco or cigarettes". One tester said that it "smelled better than most perfumes" and that it was "not super alcohol-forward". Other testers said that it reminded them of an "old lady in church", a "wildfire in Colorado", and "20-something regret".
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Musk sold 10,000 bottles, making $1 million in a few hours
Elon Musk's Boring Company launched a $100 perfume called "Burnt Hair" in October 2022. Musk, the world's richest person, added ""perfume salesman" to his repertoire when he began selling this scent. Musk sold 10,000 bottles, making $1 million in a few hours. The unisex fragrance was sold through The Boring Company, which has sold other novelty items in the past, such as the Not-A-Flamethrower. The advertising imagery shows a red bottle with a ruby-like gemstone on top. The perfume comes in a velvety black box, and the bottle itself is a garish red with the word "SINGED" printed at the bottom.
The Boring Company describes the scent as "the essence of repugnant desire", which, as the name suggests, is meant to evoke the smell of burnt hair. Musk described it as smelling "like leaning over a candle at the dinner table". Some reviewers said the scent reminded them of cigarettes, while others said it brought to mind specific scenarios, from "old lady in church" and "wildfire in Colorado" to "the poker room" and "20-something regret".
The launch of the perfume follows other quirky products from Musk, such as Tesla's own-brand tequila and a pair of "short shorts" to signify his victory over investors who bet against the electric vehicle maker. Musk's dedicated fanbase was not deterred by the questionable name or the lofty price tag. Within days of launching, Musk announced on Twitter that all 30,000 bottles of the perfume had been purchased. Now, it is being re-listed on eBay at a discount.
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Musk describes it as the essence of repugnant desire
Elon Musk's Boring Company launched a $100 perfume called "Burnt Hair" in October 2022. Musk described the scent as "the essence of repugnant desire". The perfume was an omnigender product, catering to both men and women. Musk's description of the scent is intriguing and provocative, suggesting that it captures the essence of dark or forbidden desires. The use of the word "repugnant" implies that the scent is meant to evoke strong feelings of disgust or aversion. However, it is important to note that scent and perfume are highly subjective, and what one person finds repugnant may be appealing to another.
The Boring Company's choice of "the essence of repugnant desire" as the perfume's slogan is likely a deliberate marketing strategy to create intrigue and generate buzz. By using ambiguous and provocative language, the company piqued people's curiosity, prompting them to wonder what the scent actually smelled like. This sense of mystery and controversy can be effective in capturing the attention of potential customers and driving sales.
The description also aligns with Musk's reputation for unconventional and quirky products. In the past, he has released novelty items such as the Not-A-Flamethrower and Tesla's own-brand tequila. The idea of repugnant desire taps into the concept of taboo and forbidden fruits, creating a sense of excitement and transgression that might appeal to Musk's dedicated fanbase.
While the exact notes and ingredients of the Burnt Hair perfume are not publicly known, some reviewers have described the scent as smoky, reminiscent of tobacco or cigarettes, and similar to the smell of burnt hair without being too repulsive. The Boring Company's description of the scent as "leaning over a candle at the dinner table" adds to the idea of evoking a specific, memorable atmosphere.
Despite the ambiguous and controversial description, the Burnt Hair perfume proved to be a commercial success. Within days of its launch, Musk announced that all 30,000 bottles had been sold, generating over $1 million in revenue. This swift and significant sales performance highlights the power of Musk's brand and the effectiveness of the provocative marketing strategy. It also demonstrates that, despite the unconventional nature of the scent, there was a strong demand and curiosity among consumers.
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One reviewer said it doesn't smell like burnt hair but is similar
Elon Musk's Boring Company launched a $100 perfume called "Burnt Hair" in October 2022. The perfume, which is designed for both men and women, was advertised as "the essence of repugnant desire" and was said to smell "like leaning over a candle at the dinner table."
While some reviewers noted that the scent reminded them of cigarettes, tobacco, or even "wildfire in Colorado," one reviewer on Fragrantica.com commented that the perfume doesn't exactly smell like burnt hair, but it is similar. According to the reviewer, the fragrance is in the same ballpark as smoky leather fragrances, but with a large dose of dark roast coffee added to imitate the idea of burnt hair.
The reviewer also mentioned that the perception of a perfume's scent can be influenced by its branding and marketing. They suggested that if the same fragrance were presented in a different bottle with a more neutral company name, it might receive higher ratings. This comment highlights the impact of branding and marketing on people's perceptions and expectations of fragrances.
Overall, while the "Burnt Hair" perfume by Elon Musk's Boring Company received mixed reviews, it generated a lot of interest and sparked intriguing discussions about scent perception, branding, and consumer behaviour.
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The bottle is red with a gemstone on top
Elon Musk's Boring Company launched a $100 perfume called "Burnt Hair" in October 2022. The bottle is red with a gemstone on top, and the perfume comes in a velvety black box. The bottle has the word "SINGED" printed at the bottom. Musk describes the scent as "the essence of repugnant desire", while his infrastructure and tunnel-building venture suggest that the scent is like a candle on the dinner table "without all the hard work".
The perfume has received mixed reviews. Some people have said that it smells like tobacco or cigarettes, an old lady in church, BO, a wildfire in Colorado, or "20-something regret" and "bad decisions". Aviation reporter Taylor Rains said it smelled "like my grandfather just got home from the poker room after a night out." However, one of the Insider staffers who tested the scent said that it "smelled better than most perfumes".
Within days of launching, Musk announced that all 30,000 bottles of the perfume had been purchased, totalling over $1 million in sales. Now, the perfume is being re-listed on eBay at a range of prices, from a discounted $86.69 to an asking price of $99,420.
The Boring Company has sold other novelty items in the past, such as Not-A-Flamethrower, and Tesla's own-brand tequila.
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Frequently asked questions
Elon Musk's Boring Company launched the Burnt Hair perfume for USD 100 per bottle.
Musk sold 10,000 bottles of the perfume, making over USD 1 million in sales.
The Boring Company describes the scent as "the essence of repugnant desire". Musk's tunnel-building venture suggests that it recreates the smell of a candle on a dinner table.
Some people have said that the scent reminds them of cigarettes, tobacco, and cigars. Others have said that it smells like "wildfire in Colorado".
The perfume comes in a velvety black box, and the bottle is red with the word "SINGED" printed at the bottom.
