Heidi Norton
In October 2022, Elon Musk launched a $100 perfume called 'Burnt Hair' through his company, The Boring Company. The perfume, which Musk described as the finest fragrance on Earth, was reportedly sold out within days of its launch, with Musk announcing that all 30,000 bottles had been purchased. While some believed the perfume to be a joke, others took it more seriously, with some reviewers describing the scent as bold and unique, while others found it unpleasant, comparing the smell to cigarettes, burning cardboard, and stale smoke.
| Characteristics | Values |
|---|---|
| Name | Burnt Hair |
| Creator | Elon Musk |
| Creator's Company | The Boring Company |
| Price | $100 |
| Unisex | Yes |
| Scent | Smoky, cigarettes, tobacco, floral notes, burning cardboard, cigar, campfire, old lady in church, wildfire, tuna, synthetic smoke, dark roast coffee |
| Sillage | 2.00 out of 4 |
| Longevity | 2.36 out of 5 |
| Bottle | Red glass with silver script |
| Box | Velvety black |
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What You'll Learn
Elon Musk's 'Burnt Hair' perfume
Elon Musk's Burnt Hair Perfume
Elon Musk's Burnt Hair perfume is a real product. It was launched in October 2022 by Musk's company, The Boring Company, which is known for its ambitious endeavours in transforming urban transportation through high-speed tunnels. The unisex fragrance was initially listed for $100, and Musk claimed to have sold 20,000 bottles. However, within days of the launch, Musk announced that all 30,000 bottles had been purchased. Now, it is being resold on eBay at various prices, ranging from a discount to a premium.
The scent of the perfume has been described as "the essence of repugnant desire" and "the finest fragrance on Earth" by Musk and The Boring Company. It is supposed to evoke the smell of a candle on the dinner table, without the hassle of actually lighting one. In a blind scent test conducted by Business Insider, several staffers noted that the fragrance reminded them of cigarettes or tobacco, with some floral notes. Others described the scent as stale cigarettes, burning cardboard, and wildfire in Colorado.
The perfume's unique name and concept have sparked conversation and debate among consumers, with some intrigued by its bold uniqueness and others less enthusiastic about its peculiar scent. The bottle design is minimalist and sleek, featuring a red glass bottle with "Burnt Hair" emblazoned in silver script. The perfume's packaging is a velvety black box.
Overall, Elon Musk's Burnt Hair perfume is a creative disruption in the fragrance industry, pushing the boundaries of what a scent can be and reflecting Musk's desire to challenge the status quo. While some may find the scent unusual or unappealing, others appreciate its novelty and avant-garde nature. Whether loved or hated, the perfume has certainly captured the attention of many, showcasing Musk's ability to create products that are distinct, memorable, and completely out of the ordinary.
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The Boring Company's marketing
Branding
The Boring Company's "Burnt Hair" perfume is an unconventional fragrance with a unique selling proposition: it claims to capture the essence of burnt hair. The product's name, "Burnt Hair," is provocative and intriguing, sparking curiosity among potential customers. The fragrance is described as "the essence of repugnant desire," creating an air of mystery and intrigue. The perfume's packaging adds to its overall allure, with a sleek, minimalist bottle design featuring a red glass bottle and silver script lettering.
Target Audience
The target audience for "Burnt Hair" perfume appears to be individuals who appreciate unconventional, avant-garde fragrances. The company's description of the scent as "the essence of repugnant desire" suggests that it is not aimed at those seeking traditional, mainstream perfumes. Instead, it caters to a niche market of fragrance aficionados who appreciate unique, boundary-pushing scents.
Promotional Activities
The Boring Company utilised social media, particularly Twitter, as a primary platform for promoting "Burnt Hair" perfume. Elon Musk, the founder of The Boring Company, played a pivotal role in the perfume's marketing campaign. He tweeted about the product, describing it as the "finest fragrance on Earth," and even updated his Twitter bio to "Perfume Salesman," generating buzz and attracting attention to the launch.
The company also employed unconventional tactics, such as describing the scent as reminiscent of "leaning over a candle at the dinner table," sparking curiosity and conversation. Additionally, sending out bottles for blind scent tests to media outlets resulted in reviews and further publicity.
In conclusion, The Boring Company's marketing strategy for "Burnt Hair" perfume effectively leveraged social media, the founder's celebrity, and unconventional branding and messaging to create a buzz around the product. By targeting a niche audience seeking unique fragrances, they generated interest and sales for their unusual perfume.
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Reviews of the scent
The reviews for Elon Musk's Burnt Hair perfume are mixed, with some people intrigued by its bold uniqueness and others less enthusiastic about its peculiar scent. The Boring Company, Musk's infrastructure and tunnel-building venture, describes the scent as "the essence of repugnant desire", and suggests that it recreates the smell of a candle on a dinner table.
Some reviewers note a distinct smoky undertone that characterizes the scent of singed hair, with one person saying it smells like "burning cardboard, like when you put a pizza box in a campfire". Several reviewers say the scent reminds them of cigarettes or cigar smoke, with one person saying it smells like "a room where the previous night saw a lot of cigar and cigarette smoking". Another reviewer says it smells like "bad tuna".
Some reviewers find the scent intriguing, with one person saying it works as a "novelty or avant-garde fragrance". Others appreciate the lack of a strong alcohol note, which is commonly found in perfumes and colognes.
The perfume has also sparked conversation and debate, with some people questioning whether it is supposed to smell good. It has pushed the boundaries of what a fragrance can be and has encouraged consumers to explore beyond traditional, 'safe' scents.
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The perfume's wearability
The wearability of Elon Musk's Burnt Hair perfume is a highly debated topic. Some people find the scent intriguing and unique, while others find it unpleasant and off-putting. The perfume has been described as having a distinct smoky undertone that resembles the smell of singed hair, cigarettes, or cardboard. Some reviewers mention that the scent becomes more wearable after 10-20 minutes, as the initial acridness tones down. However, others find it impractical and challenging, with one reviewer suggesting that it is not meant to be worn.
The Boring Company, Musk's venture, describes the perfume as "the essence of repugnant desire," indicating that the scent may be intentionally unpleasant. The company also suggests that the perfume recreates the smell of a candle on the dinner table without the hassle, implying a smoky fragrance. Despite the mixed reactions, all 30,000 bottles of the perfume were sold out shortly after its launch.
The target audience for this perfume is unclear. While some people appreciate the novelty and uniqueness of the scent, others find it repulsive and question the intention behind its creation. Some reviewers suggest that the perfume is more of a statement or a conversation starter rather than a traditional fragrance meant for daily wear. The mixed reactions to the perfume showcase the subjective nature of scent perception and individual preferences.
The wearability of Burnt Hair perfume also depends on the context and personal style of the wearer. Some people might find it appealing to stand out in a crowd with an unconventional scent, while others might prefer more traditional or pleasant fragrances. Additionally, the projection and longevity of a perfume can affect its wearability, but these aspects have received varying reviews for Burnt Hair. Some reviewers mention that the scent lingers, while others find it impractical due to its challenging fragrance.
Overall, the wearability of Burnt Hair perfume is a matter of personal preference and the willingness to experiment with unconventional scents. While some people find it fascinating and unique, others find it impractical and unsuitable for daily wear. The perfume challenges traditional fragrance norms and sparks conversations, reflecting Musk's audacious approach to product development.
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Musk's other ventures
Elon Musk is a well-known entrepreneur with a variety of ventures and investments across multiple industries. Musk's business interests have spanned from software and online payments to electric vehicles, space technology, artificial intelligence, and social media. Here are some of Musk's notable ventures:
Zip2: In 1995, Musk co-founded his first company, Zip2, with his brother Kimbal and Greg Kouri. Zip2 was a web software company that developed an Internet city guide for the newspaper publishing industry, offering maps, directions, and yellow pages. The company secured contracts with prominent publications like The New York Times and the Chicago Tribune. Zip2 was sold to Compaq in 1999 for $307 million, marking Musk's first significant business success.
X.com and PayPal: Following the sale of Zip2, Musk co-founded X.com, an online financial services and payment company, in 1999. X.com later merged with Confinity to form PayPal, which revolutionized online payments. In 2002, PayPal was acquired by eBay for $1.5 billion, further bolstering Musk's financial resources for future ventures.
SpaceX: Founded in 2002, SpaceX is a space technology company that has led innovations in reusable rockets and commercial spaceflight. Musk serves as the CEO and chief engineer of SpaceX, which is currently valued at $350 billion.
Tesla: Musk joined Tesla as an early investor in 2004 and became its CEO and product architect in 2008. Tesla has since become a leader in electric vehicles and clean energy solutions. Musk's involvement with Tesla has been controversial, with some questioning his management decisions and their impact on the company's stock price.
SolarCity: Musk provided the initial concept and financial capital for SolarCity, a solar energy company founded by his cousins in 2006. SolarCity experienced rapid growth and was acquired by Tesla in 2016 for $2 billion, integrating solar power systems with Tesla's battery technology.
OpenAI: Musk co-founded OpenAI in 2015 to advance artificial intelligence research. However, he later left the organization due to disagreements with its direction and leadership. Despite this, Musk remains engaged in AI-related ventures, such as xAI, which he founded in 2023.
The Boring Company: Musk founded The Boring Company in 2017, focusing on innovative transportation solutions, particularly high-speed tunnels. The company has gained attention for its unconventional projects and merchandise, including the Burnt Hair perfume, which reflects its willingness to challenge conventions and create unique products.
Twitter (now X): In 2022, Musk acquired Twitter for $44 billion and rebranded it as X. His ownership of the social media platform has been marked by significant changes and controversies, including layoffs, policy shifts, and his own active presence on the platform.
Musk's ventures beyond these have included neurotechnology with Neuralink, political endeavours with the America Party, and various other investments and acquisitions. His business activities have made him the richest person in the world, with a net worth of tens of billions of dollars.
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Frequently asked questions
Yes, Elon Musk launched a $100 perfume called 'Burnt Hair' in October 2022.
Musk described the scent as "the essence of repugnant desire". The Boring Company, Musk's company, describes it as "just like leaning over a candle at the dinner table, but without all the hard work". People who have tried it say it smells like cigarettes, burning cardboard, and smoke.
The perfume has a distinct smoky undertone and a cloying sweetness. Some people have compared it to the smell of cigars, cigarettes, and burnt microwave popcorn.
The perfume comes in a sleek, minimalist red bottle with the word Singed printed at the bottom. It is packaged in a velvety black box.
