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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Trump said that future plans include a women’s fragrance, men’s and women’s ancillaries, as well as “as many scents as the market will support.”

When asked what his target market for the first fragrance was, Trump — who noted that he’s currently mentioned in about six rap songs — said that he believes the scent will appeal to a broad range of men, “including people of very substantial means, and urban consumers.”

“Like everything Donald does, this will be a very aspirational product,” said Lauder. “We think it will have exceptional appeal.”

Because the Trump brand is heading to market so soon after being created, the decision was made to initially do an exclusive distribution deal with Federated Department Stores, said Weber. The agreement will take the scent into about 400 of the chain’s doors, including Macy’s and Bloomingdale’s nationwide, by Nov. 15.

“There simply wasn’t time to produce the quantity [of product] that we would need for a multimillion-dollar launch for this holiday season,” said Lauder. “But rather than wait, we wanted to capitalize on the success of ‘The Apprentice’ for this holiday season — which meant that we could go only into a small number of doors at first.” Federated, due to its heavy concentration in New York City — a key Trump territory — as well as its presence elsewhere in the U.S. made the retailer the logical choice, said Lauder.

“Our concern was to have an adequate supply of this fragrance for the holiday selling season,” added Weber. “While we would have loved to have had the fragrance everywhere at once, we need time to produce more of this scent — as we are sure it will be a blockbuster.”

In 2005, the brand will expand to other U.S. department store doors. Eventually — and possibly in 2005 — the brand will be launched globally, said Lauder.

And Trump doesn’t rule out the occasional public appearance to promote the scent, although his jam-packed schedule isn’t likely to afford him the opportunity to do a great deal of them. “I’m a little busy,” he said, somewhat ironically, “but I want this to be a big business. I like being number one. It’s better than losing!”
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