Shamrock Shake better move over as there's a new Irish-inspired product hitting the shelves today. In a move to promote Ireland abroad, President Michael D. Higgins has announced the release of a new aftershave with a distinct shamrock scent - yes, you read that correctly.
The fragrance, named "Eiresistible" was developed in collaboration with local perfumers and is said to embody the essence of Ireland's natural beauty and rich cultural heritage.
In a statement, President Higgins said that the new fragrance is a unique opportunity to showcase Ireland's distinctive culture to the world. "Eiresistible is a tribute to our country's history and traditions, and I am delighted to introduce this new product to promote Ireland abroad", he said.
The scent is described as fresh and invigorating, with top notes of green clover and bergamot, followed by a heart of lavender and geranium, and a base of cedar-wood and musk. It is packaged in a sleek bottle with a green and gold label featuring a shamrock emblem (the Americans are going to love it!)
The release of the Eiresistible aftershave comes at a time when Ireland is looking to boost tourism and trade in the aftermath of the COVID-19 pandemic. The fragrance is expected to be marketed to international visitors as a souvenir of their trip to Ireland, as well as to Irish expatriates and those with an affinity for the country.
Industry experts have lauded the move as a creative way to promote Ireland's unique selling points. "The use of fragrance as a marketing tool is not new, but the idea of a country-specific scent is a novel approach," said marketing consultant Niamh Walsh. "It's a clever way to create an emotional connection with Ireland and to differentiate it from other destinations."
'Eiresistible' will be available for purchase in select stores across Ireland and online from April 1st to April 1st, with prices starting at €30 for a 50ml bottle.
With this new fragrance, President Higgins hopes to not only promote Ireland but also support its local economy and give back to the community. Higgins has also vowed to wear the aftershave in every public meeting while he is in office.
At the end of the press conference this morning, he added "April Fools, gotcha!".