Earlier, Musk's company - Boring Company launched a new product - Burnt Hair (burnt hair) perfume, which is priced at $100 and will be shipped in the first quarter of 2023.

The perfume hit the shelves on October 12 local time, and within just a few hours of hitting the shelves, 10,000 bottles of the fragrance were sold.

And just a week later, Musk tweeted on October 19, "This is the best perfume on the planet". The limited edition of 30,000 bottles of the perfume has already sold out, with a total value of $3 million.

It's worth noting that the perfume has now hit the second-hand trading desk eBay, and its price has soared to ten times its original price!

The perfume uses what appears to be a ruby-textured bottle for loading, and the smell of its perfume smells like "burnt hair". It is worth mentioning that, according to Musk, the perfume has now sold more than 10,000 bottles, so maybe there are still a lot of strange people, right? So, readers in front of the screen, you will choose to buy this perfume to try? It is said that it will make you smell like burnt keratin when you spray it.

In fact, the perfume market is never short of spoilers, and celebrity perfumes are an important type of perfume category. The unique personality and aesthetics of the celebrity combined with the perfume will often have a good commercial effect, and consumers are willing to pay for their own admired celebrity perfume.

The European and American perfume market is mature and has a strong commercial atmosphere, which provides a natural soil for celebrities to launch their personal perfumes. Such as the famous pop singer Ariana Grande, Hollywood superstar Jennifer Lopez, etc. have created their own perfume brand .

In addition, the rise of the "olfactory economy", and the optimistic trend of the global perfume market is also an important reason for celebrities to invest in the perfume market.

According to the data, the global perfume market will grow at a compound rate of about 7% in the next 5 years and will reach 432.1 billion RMB in 2025, which is a huge potential for the global perfume industry in the coming years.

According to the third quarter earnings report just released by LVMH, its perfume and cosmetics segment's performance rose 12% in the first three quarters of 2022, from 4.668 billion euros to 5.577 billion euros.

And the European and American markets have been an important part of the global perfume market. According to Shelley E. Kohan, a contributor to the U.S. business magazine Forbes, globalization has led to a gradual expansion of the fragrance market, and North America and Europe have been strong markets for the fragrance industry.

According to beauty giant Coty's fourth-quarter earnings report for the fiscal year 2022, its high-end fragrances continued to grow strongly in North America and Europe, up about 20% compared to last year.