Bolsonaro Extends His Mythical Reputation with Men’s Cologne ‘Mito’

Jair Messias Bolsonaro, the 69-year-old former Brazilian president, has entered the fragrance market with a men’s cologne named “Mito.”

Despite being politically disqualified and facing coup allegations, Bolsonaro continues to stay relevant.

Michelle and her business partner, makeup artist Agustín Fernandez, developed the cologne, which they describe as a mix of citrus and wood scents.

They priced it at 197 reais ($37), made it available last Thursday, and sell it in installments, a common practice in Brazil.

Promotional videos featuring Bolsonaro initially sparked rumors of AI generation, but these are genuine.

Jair Bolsonaro, seems to be targeting both ‘traditional’ men and Fernandez’s more diverse clientele.

They show him actively promoting the cologne while intertwining his political slogans, thus blending his commercial and political images.

The creation process involved Michelle and Fernandez, who share a public friendship despite contrasting backgrounds.

Fernandez, a flamboyant supporter from Uruguay, has been in Brazil for over a decade and sells the fragrance through his online store.

In the promotional content, the Bolsonaros appear in glamorous attire reminiscent of Hollywood celebrities.

Bolsonaro sports a tuxedo, and Michelle wears a royal blue gown. Their sons, Flávio and Eduardo, are also featured, although their brother Carlos is notably absent.

Bolsonaro Cements His Mythical Reputation with Men’s Cologne ‘Mito’

Bolsonaro admits the cologne venture was not his idea but shows his support for his wife and Fernandez.

He describes his participation as a moment of relaxation. The campaign seems aimed at softening his image and appealing more to women, who typically show less support for him.

Fernandez adds a layer of intrigue and controversy, referencing a moment that suggests Bolsonaro might join him in a dance to Abba’s “Voulez-Vous.”

Bolsonaro faces legal challenges that bar him from running for office until 2030 and accusations of plotting against Luiz Inácio Lula da Silva’s presidency.

Despite this, his new venture is capturing public interest, potentially reaching new audiences and softening his public image.