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.

View Slideshow
As well, “The Apprentice” is involved with a number of household names this season, said Trump, who reeled off a list that included Pepsi and Cunard. Thursday’s episode was slated to unveil a new toothpaste from Procter & Gamble, Crest Vanilla Mint. “The first year, we were selling lemonade,” Trump said with a chuckle, “and that was fine, too.”

The terms of the deal were not disclosed, and neither Lauder executives nor Trump would discuss financial particulars, although Lauder said with a laugh, “it’s a beneficial deal for all parties.” But industry sources estimated that Trump will receive royalties of about 5 percent from Lauder, and an industry observer noted that many celebrity deals are for at least three years, with renewable clauses.

While the charismatic, self-professed billionaire has been approached with a number of potential fragrance deals over the years, he said that he chose to work with Lauder for a number of reasons — among them, a longtime friendship with William Lauder and his father, Leonard, who is chairman of the company. “William has been a good friend for a long time, as has Leonard,” said Trump. “I was never energized to do a fragrance until William called.”

When asked what his favorite smell — aside from money — is, Trump chuckled as he replied, “I’d really be in trouble if I told you that.”

Presumably, Trump’s eponymous scent, with accords named for his business acumen, includes at least a few of his favorite ingredients. Formulated by Firmenich, the scent’s three accords — or top, middle and drydown notes — include “Confidence,” a top note with bright citrus, refreshing mint, cucumber and black basil; the middle accord, “Success,” with green and aromatic notes rounded out by spice and pepper accents, and the drydown accord, “Character,” which includes exotic woods, herb notes and vetiver.

The Trump fragrance brand will launch with one product, a 3.4-ounce bottle that will retail for $60. The sleek glass bottle is a ridged geometric shape capped in gold, which is intended to be reminiscent of Trump Tower. The outer packaging is of gold with black accents and a black interior.
View Slideshow
Page:  « Previous Next »
load comments


Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

getIsArchiveOnly= hasAccess=false hasArchiveAccess=false