During the summer in Asia, the insects come out and they are hungry around dusk. Mosquitoes are generally thought of as the biggest pests, but lighting a simple spiral coil with a repelling ingredient usually does the trick and gets rid of most.

Renowned French luxury fragrance brand Diptyque recently launched incense spirals, but sharp-eyed netizens have noticed they look a lot like the mosquito coils sold in any store in South East Asia. The description for Diptyque’s Citronnelle Lemongrass Incense-Scented Spiral reads, “Light wisps of lemongrass escape into the air. From dusk forward, the spiral releases relaxing notes recalling the peaceful air of a water garden.”

While that is an interesting way of describing a mosquito coil, the price is the funniest part. For six coils and a metal stand, DIPTYQUE is selling them at US$50. If someone wants a separate holder, the price for that is a whopping US$165. Now, usually mosquito coils go for about US$5 at any shop, and have 20 or so coils in there with a stand and a holder. If this was Louis Vuitton or some luxury brand like that, it would be par for the course, but this hyperconsumerism is a bit too much for everyone.