hard launch

English

Noun

hard launch (plural hard launches)

1. (aeronautics) 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.

   Coordinate term: soft launch

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

2. (marketing) The release of a product or service (particularly software) to the general public.

   Coordinate term: soft launch

3. (informal) The explicit announcement of a romantic relationship, often via social media.

   Coordinate term: soft launch

   • 2023 May 2, Samuel Fishwick, “The ‘secret romance’ that got everybody talking at the Met Gala”, in The Independent‎^[1]:

     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”.

Derived terms

• hard-launch

See also

• cold launch
• hot launch

 

Verb

hard launch (third-person singular simple present hard launches, present participle hard launching, simple past and past participle hard launched)

1. Alternative form of hard-launch.