It’s like Chanel no. 5, if Chanel no. 5 were almost impossible for non-Icelandic people to pronounce! Gudjónsdóttir, the maker of the perfume told Fréttabladid : “The name Eyjafjallajökull has become well known because of the volcanic eruption but we decided to also use the abbreviation EFJ because it is rather difficult to pronounce the name,” she explained. She’s also fairly certain that there’s going to be an interest in Icelandic perfume on the market. We just hope that it smells as cool as it sounds.