Elon Musk, the world’s richest man is promoting a new perfume on Twitter, keeping with his established routine of turning jokes into highly coveted products. 

He announced the new scent called Burnt Hair, describing it as the “finest fragrance on Earth.” Following the announcement, in typical Elon fashion, the co-founder of Tesla changed his Twitter bio to Perfume Salesman. 

The perfume’s tagline on the Boring Company website says, “The Essence of Repugnant Desire.” It retails for $100. On the product page of the perfume, Musk took it a step further with testimonies that say, ” Just like leaning over a candle at the dinner table, but without all the hard work” and “Stand out in a crowd! Get noticed as you walk through the airport.”

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Musk decided to lean in on to the ridiculousness of the product, writing on Twitter, “With a name like mine, getting into the fragrance business was inevitable – why did I even fight it for so long!?” He has said that  payments for the fragrance could be made in the cryptocurrency, Dogecoin. 

Later in the day, Musk tweeted that Burnt Hair was an “omnigender product”. Shortly after, he tweeted, “10,000 bottles of Burnt Hair sold!” before adding in another tweet that he couldn’t wait for coverage of his new fragrance, writing, “Can’t wait for media stories tomorrow about $1M of Burnt Hair sold”

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The tech billionaire’s mood these days seems to have lightened considerably, or at least ever since he announced his surprising decision to go ahead and complete the $44 billion deal with Twitter. Musk recently agreed  to buy Twitter at the agreed price of $54.20 per share, something that the billionaire has spent months trying to get out of. In fact, prior to agreeing to the set price, Musk looked for a 30% discount on the price. He later made a last attempt for a 10% cut to the price, which was also declined.