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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Extensive national print advertising is planned, both at launch and beyond, said Weber; a list of the specific magazines in which ads will appear has not been finalized. The ads, created in both single-page and spread formats, feature Trump and his fiancée, model Melania Knauss, in Trump’s boardroom. The campaign has been shot by Mario Testino.

Trump’s deal is the latest in a slew of celebrity beauty deals signed over the last year — although Lauder is quick to point out that Trump isn’t a typical celebrity, as in a fashion designer or actor. “Donald is unique, which we think will work in our favor,” Lauder said. “We like to think out of the box, and this is an example of that thinking.”

The Trump fragrance is yet another sign of the changing landscape of the fragrance business and the revival of celebrity scents. And Lauder is leading that transformation as much as any beauty company. Early this year, Beyoncé Knowles teamed up with Tommy Hilfiger Toiletries’ for the new scent, True Star, and in May Lauder linked up with Sean “P. Diddy” Combs to develop a Sean John beauty collection.

But Lauder isn’t the only one. In early September, Kimora Lee Simmons and Coty signed a beauty license; actor Alan Cumming signed with Christopher Brosius’ new indie firm to do his own fragrance, coming in February, and in May, Trump’s fellow reality TV star, Paris Hilton, signed a deal with Parlux to do a fragrance that will roll out in November. Britney Spears inked a deal with Elizabeth Arden for fragrance, skin care and color cosmetics in March and has a scent, Curious Britney Spears, rolling out now. The mass side includes Coty’s deals with Mary-Kate and Ashley Olsen and Celine Dion, as well as an agreement announced by ABC Daytime and Wal-Mart to produce an “All My Children” fragrance, which will be “created” in a storyline on the soap, then sold in Wal-Marts beginning early next week.

Spokesperson gigs are just as hot, with the latest being Kim Cattrall’s deal with Liz Claiborne Cosmetics (see related story on page 10.) Others signed recently include Nicole Kidman’s deal last October to represent Chanel No.5; Charlize Theron’s August agreement to be the face of Dior’s J’adore; Scarlett Johansson’s February signing to be the face of Calvin Klein’s Eternity Moment, and Ashley Judd’s June pact to front American Beauty, the new BeautyBank/Kohl’s brand coming from the Estée Lauder Cos. next month. The second of the Kohl’s brands, Flirt, will be headlined by a different star each season, with the first, songstress Michelle Branch, coming in October.
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