Moscow shoppers wrinkled their noses and laughed at the first whiff of “Leaders Number One,” a new perfume inspired by Russian President Vladimir Putin. The fragrance, encased in a sleek black bottle with an image of Putin’s profile on the front, is the brainchild of perfumer Vladislav Rekunov. It’s for sale in a luxury store in Moscow for the equivalent of $95 for 3.3 ounces — a steep price when you consider the $72 and $67 that Dior and Dolce and Gabbana charge for their newest men’s fragrances.
And what does Putin fragrance smell like?
Like cheap perfume, two Moscow shoppers said, according to Radio Free Europe/Radio Liberty.
Rekunov disagrees, describing the scent as “attractive, matter-of-fact and natural.” It also contains hints of lemon, black currant and fir cones, Reuters reported.
“Leaders Number One” joins a growing list of Russian products that promote a cult of personality around Putin. T-shirts, mugs, calendars, iPhone covers and more advertise his image throughout Moscow.
But all of the promotion also has inspired some satire.
Pictures of Putin shirtless, with animals and, the pinnacle of Putin-ness, shirtless and riding an animal have flooded the Internet. He’s the star of a popular Instagram account, putinspiration, which overlays inspirational quotes on his most testosterone-filled photo spreads. Perhaps “Leaders Number One” has found its first ad campaign?