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Soft launch

A soft launch, also known as a soft opening, is a preview release of a product or service to a limited audience prior to the general public. Soft-launching a product is sometimes used to gather data or customer feedback, prior to making it widely available during an official release or grand opening. A company may also choose a soft launch to test the functionality of a product, allowing adjustments to be made before a wider release and marketing efforts are implemented.

For the missile launch system, see Soft launch (missile).

Brick and mortar establishments[edit]

When a brick and mortar business wishes to open prior to its grand opening (to test its capacity and train its staff), this may be referred to as a soft launch or soft opening.


When a business wishes to close but still allow customers to shop, this is referred to as a soft close.


The term test event is often used in sports, especially in the UK, to refer to events held in a newly constructed sports venue before its official opening. For example, a newly built venue in the UK is required to host two events at reduced capacity, with the second event using a larger capacity than the first, before being granted a safety certificate that allows it to hold events at full capacity.[4]

On social media[edit]

The term "soft launch" has been used by social media influencers to hint at the existence of a significant other without making a formal announcement, as a subtler alternative to a "boyfriend reveal". Examples can include posting pictures of food or drink for two or a selfie in an unfamiliar location.[5]