hard launch meaning: definition, etymology and quotations

hard launch

nounalso spelled hard-launch

Aeronautics, Aerospace, Business, Engineering, Natural sciences, Physical sciences The launch of a guided missile in such a way that the missile's rocket engine is ignited while still inside the launch assembly or tube.

A hard launch is technically simpler than a soft launch, but produces a large backblast.

Business, Marketing The release of a product or service (particularly software) to the general public.

Informal The explicit announcement of a romantic relationship, often via social media.

The hard launch of what appeared to be the hottest new relationship in town – Billanna? Winty? – at the 2023 Met Gala saw Vogue supremo Wintour, who has hosted the Met Gala for 30 years, walk the red carpet arm in arm with the dashing and debonair Love Actually star, a man Clive James named “the nation’s leading male sexpot”.2023 May 2, Samuel Fishwick, “The ‘secret romance’ that got everybody talking at the Met Gala”, in The Independent:

Derived terms: hard-launch
Related terms: cold launch, hot launch

hard-launch

verb

Etymology From hard launch.

Business, Marketing To release (a product or service) to the general public.

Informal To announce (a romantic relationship) or reveal (one's romantic partner) in an explicit manner.

Emily Ratajkowski and Eric André just hard-launched their budding romance with a tasteful joint nude shared via the comedian’s Instagram on Valentine’s Day.2023 February 14, Hanna Lustig, “Emily Ratajkowski and Eric André Hard-Launched Their Relationship With a Joint Nude Instagram”, in Glamour:
The celebs ring in the new year, and Zazie takes the opportunity to fully hard launch their ’ship. S’cute!2024 October 30, Gretty Garcia, “Zazie Beetz and David Rysdahl’s Relationship Timeline All in One Place”, in Cosmopolitan:

2 more examples

Vogue is, of course, where [Jeff] Bezos hard-launched his relationship with [Lauren] Sánchez.2025 June 21, Jo Ellison, “The Bezos merger we all want a piece of”, in FT Weekend (Life & Arts section), London: The Financial Times Ltd., →ISSN, →OCLC, page 22:
The pair got in touch after that proclamation and began dating shortly thereafter. They in effect hard-launched their relationship in September 2023 when Swift appeared at Arrowhead Stadium to watch Kelce—and the Kansas City Chiefs—play the Chicago Bears.2025 August 26, Jenna Amatulli, “Taylor Swift and Travis Kelce announce engagement on social media”, in The Guardian, →ISSN: