ERROL PARKER | Editor-at-large | Contact

Serial entrepreneur Elon Musk has teamed up with Anglo-Dutch company Unilever to create his own fragrance, which is set to be on shelves worldwide by the end of the year.

Lynx Elon’s Musk is a ‘labour of love’ for the South African-born businessman, who said he’s always wanted to enter the fragrance market but didn’t have the confidence to do it alone.

“That’s where Lynx came in,” said Musk.

“They said they’d take care of everything, I just had to decide what I wanted it to smell like. The same as what I imagine most celebrity endorsements work like. Anyway, so I had a ball doing it and I hope you like the result.”

Targeted toward the young entrepreneur, the 45-year-old explained that he wants to inspire the youth and help them along the way to their dreams – a motto clearly printed on the side of the can.

In his own words, the scent smells a bit like the technology and computer section of a department store. Similar to the aroma of a Harvey Norman electrical, or perhaps a very stuff JB Hi-Fi.

Complimented with pangs of the Kruger savannah and rocket exhaust, Elon’s Musk has already garnered critical and consumer acclaim from its limited release earlier this week in San Francisco.

“Things are looking positive.”

More to come.



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