Lauder Comes Up Trumps in Celebrity Scents

Donald Trump and Estée Lauder Cos. team for Donald Trump The Fragrance, which will launch in Federated stores in November.

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NEW YORK — Get ready for Donald Trump, lifestyle brand.

As if the real estate mogul and reality TV star weren’t ubiquitous enough, the Estée Lauder Cos. now plans to turn Trump into a beauty titan. Lauder on Thursday confirmed a deal to launch a fragrance called, simply, Donald Trump The Fragrance. It will initially be sold exclusively in Federated Department Stores doors beginning in mid-November.Stores doors beginning in mid-November.

This news confirms a WWD report that ran on Friday, Sept.17.

For those who may groan at the idea of the scent of The Donald, be forewarned: Lauder and Trump have big plans for the brand and even hint it could eventually do over $100 million in sales — and that’s at the low end of Lauder’s aspirations for the project, said William Lauder, chief executive officer of the Estée Lauder Cos. It could net Trump a cool $2 million a year in royalties.

Lauder has said publicly on more than one occasion that the company will only entertain new brands with the potential to ultimately reach that kind of volume. “We’re exploring all our options to build this into a megabrand,” said Lauder. “We all want this to be huge.”

“Donald Trump has developed into a lifestyle brand — from his real estate and his hotel empires to his best-selling books and apparel,” said Fabrice Weber, president of Aramis and Designer Fragrances, whose division will oversee the brand. “The fragrance is clearly a piece of that universe. We want to be number one wherever we are with this scent.”

That works just fine with Trump’s lofty goals for the brand: “I like to be number one,” he said in an interview in his offices Thursday.

Speaking of number-one status, Trump’s top-rated reality show on NBC, “The Apprentice,” which draws 41.5 million viewers a week, returned to the screen for a second season on Sept. 9, and Levi Strauss & Co. has said that one task for the contestants on this season’s edition will be to freshen marketing plans for the Levi’s brand. Trump told WWD Thursday that he would like to issue a similar challenge to his apprentices to create a marketing plan for future additions to his beauty brand. Such a project, he said, would likely come in the show’s third season.
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