" banknote ability "
The richest man in the world, Musk, has started selling perfumes. That's right, it's the CEO of Tesla , Musk who is busy building Rockets.
Recently, Musk posted a perfume called "Burnt Hair" on Twitter. According to Qingyan, the perfume is priced at US$100 and has sold more than 20,000 bottles. It doesn't seem surprising whether it is Musk's style of conduct or the booming perfume market.
Musk sold perfume One day sales broke 14300,000
It is understood that Musk released a concept picture with the words "BURNT HAIR" in September to warm up this perfume. On October 9, Musk released a product picture, once again previewing that "(perfume) is coming."
▍Intercepted from Musk’s Twitter product preheating dynamic
On October 12, Musk’s perfume was officially unveiled. Interestingly, Musk also changed the introduction of his Twitter account to "Perfume Salesman".
▍From Musk’s Twitter account
Qingyan found that the perfume was launched on the official website of Musk’s Boring Company and occupied the homepage of the official website. Judging from this series of actions, it seems that Musk has taken real action again this time.
▍Boring Company's official website homepage
Musk introduced that the appearance of this perfume adopts a ruby-like design and is suitable for all genders. He even praised it as "the best perfume on earth." Regardless of whether this complies with the advertising law or not, such crazy words are very Musk.
On the perfume introduction page, there is a slogan under the name "BURNT HAIR". Below there are two vague advertising slogans to interpret the tone of perfume, namely "It's like you can enjoy a beautiful candlelight dinner without going through a lot of hardships" and "Stand out of the crowd! When you pass through the airport, you will look at you."
faces pitifully few effective information, and some media even speculate that its name "BURNT HAIR" means that the smell of this perfume is the smell of burnt hair.
▍From the "BURNT HAIR" perfume details page
Musk's Twitter account has up to 100 million followers, and the popularity of this perfume sales also proves his popularity.
According to Musk's Twitter, after the launch, the perfume sold more than 10,000 bottles in less than 6 hours. In less than 28 hours, the perfume has sold 20,000 bottles, and the estimated revenue is US$2 million (about 14.3988 million yuan). Musk officially released the top-up feature of this perfume, which has reached 94,000 yuan, and has also exceeded 9,000 yuan in reposts.
In addition, Musk said on Twitter that the perfume can be paid for virtual currency Dogecoin. However, it should be noted that this perfume will be pre-sale and will be officially shipped in the first quarter of 2023. Therefore, there are also voices outsiders who are worried about whether it will be a "felt shot".
crossover more than
According to Forbes' 2022 Global Billionaire List, Tesla CEO Elon Musk ranked first with US$219 billion. Musk, who serves as the CEO of Tesla and owns many technology companies such as SpaceX, seems to have infinite creativity and strong execution ability. He has been involved in various industries such as catering, toys, and virtual currency. This entry into the perfume industry is also quite surprising, but it is in line with his wild style of conduct.
"A name like me (MUSK also has the meaning of musk), entering the perfume industry is inevitable - why I have to fight for so long," Musk said.
After the official release of the "BURNT HAIR" perfume on October 12, Musk has posted more than ten news about perfumes. In addition to recommending this perfume to consumers, Musk also published a series of thoughts, "I can't wait to see the news that the perfume will sell more than one million dollars tomorrow." He even joked, "Please buy my perfume so I can buy Twitter."
In fact, Musk, who once said with a high profile "no stylist and no makeup", is not unrelated to the cosmetics industry.Musk's mother, Meyer Musk, is over 70 years old, but she is still active in major runways. At the age of 69, she became the spokesperson of the well-known makeup brand COVERGIR (cover girl), and set a new record for the age of beauty spokespersons.
celebrities join in the market, and perfume continues to lead the rise
In fact, the perfume market has never shortage of disruptors, and celebrity perfumes are an important type of perfume category. The combination of celebrities' unique personality, aesthetics and perfumes often has a good commercial effect, and consumers are willing to pay for the celebrity perfumes they pursue.
European and American perfume market is mature and has a strong commercial atmosphere, which provides natural soil for European and American celebrities to launch personal perfumes. For example, well-known pop singers Ariana Grande, Hollywood superstar Jennifer Lopez , etc. have all founded their own perfume brands.
In addition, the rise of the "smell economy" and the optimistic trend of the global perfume market are also an important reason why celebrities have invested in the perfume market.
According to Euromonitor data, the global perfume market will grow by about 7% in the next five years, and will reach RMB 432.1 billion in 2025. In the next few years, the global perfume industry market has huge potential for development. According to the third quarter financial report just released by LVMH Group, its perfume and cosmetics sector performance in the first three quarters of 2022 rose 12%, from 4.668 billion euros to 5.577 billion euros.
The European and American markets have always been an important part of the global perfume market. According to Shelley E. Kohan, contributor of the American business magazine Forbes, globalization has gradually expanded the perfume market, and North America and Europe have always been strong markets for the perfume industry.
According to the beauty giant Coti 's fourth quarter financial report for fiscal year 2022, its high-end perfumes continued to maintain strong growth in North America and Europe, up about 20% compared with last year.
In contrast, China has data predicted that China is expected to become the second largest perfume market in the world by 2030. Under this opportunity, in addition to international giants such as L'Oreal and Estee Lauder , they have introduced perfume brands to China, local perfume fragrance brands have also emerged, and new brands such as Guanxia and Wenxian have developed rapidly. With such a booming market in
, more new brands will be born in the future, and more crossovers will also flood into the perfume market. Musk will not be the last one.
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