- President-elect Donald Trump has introduced a line of colognes and perfumes.
- An impromptu promotional campaign features a viral image of Trump alongside First Lady Jill Biden at the Notre Dame Cathedral reopening in Paris.
- The fragrances were unveiled during a high-profile international ceremony.
President-elect Donald Trump has unveiled a new line of fragrances for men and women, named “Fight, Fight, Fight,” to commemorate his historic election win and the now iconic moment of defiance during his assassination attempt. Priced at US$199 each, the collection aims to encapsulate the spirit of victory and resilience that Trump associates with his campaign and upcoming presidency… but an impromptu and controversial marketing stunt has ruffled feathers amongst his opposition.
Bold Marketing Moves And Unlikely Models
Trump’s characteristically incendiary promotional efforts featured a viral photograph of himself alongside First Lady Jill Biden. Captured during the reopening ceremony of the Notre Dame Cathedral in Paris on December 7th, the image shows Biden smiling warmly at Trump. Given the longstanding tense relationship between the two political figures during both presidential campaigns, this is a well-timed photograph that Biden will likely have come to regret.
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Trump shared the image on his social media platform, Truth Social, along with the goading tagline “A fragrance your enemies can’t resist” and a caption that read as follows: “Here are my new Trump Perfumes & Colognes! I call them Fight, Fight, Fight, because they represent us WINNING.”
The Notre Dame Cathedral reopening serves as a potent backdrop that adds another level of potential humiliation to the image. Attended by prominent world leaders, including French President Emmanuel Macron and his wife, Brigitte Macron, Ukrainian President Volodymyr Zelenskyy, and Britain’s Prince William, Trump was seated between Macron and his wife, making his return to dominance on the world geopolitical stage all too clear for his opponents’ liking.
Interestingly, President Joe Biden was absent from the ceremony, having declined the invitation due to a “scheduling conflict,” as cited by the White House.
The ‘Fight, Fight, Fight’ Fragrance Collection
The “Fight, Fight, Fight” collection is available for purchase on a dedicated website, gettrumpfragrances.com. Each bottle is priced at US$199 but, get this, the site boasts a special offer of buy one, get one at 50% off right from launch. In yet another win for Trump that his adversaries will no doubt find frustrating, two of the fragrances have already sold out, indicating strong initial demand and Trump’s ongoing success as a both businessman and politician… four bankruptcies aside.
Trump’s site describes the fragrances as embodying “strength and success and confidence for men and for women.” The men’s cologne features “rich, robust notes,” while the women’s perfume offers “delicate floral notes and a burst of citrus.” While this may not win over diehard fragrance afficonados, it’s important to understand that the packaging itself is designed to be the statement piece, featuring Trump’s image alongside a raised fist in a hefty nod to the July assassination attempt that left his ear injured.
The launch of the fragrance line is part of a broader commercial strategy from Trump and his team to capitalise on the president-elect’s brand post-election. Earlier this year, he introduced a collection of gold high-top sneakers priced at US$399 and a high-end watch collection. Previous ventures include “Victory” cologne and perfume, NFT trading cards, and autographed guitars that commanded prices upwards of US$10,000.
Unsurprisingly, this latest product launch has sparked varied and typically intense reactions across social media. The use of Jill Biden as an unwitting model in the advertisement has been especially polarising. On one hand, some have attempted to spin it as a gesture of unity and post-election civility after months of acrimony on the campaign trail. On the other hand, critics argue that it is a strategic and frankly underhand move to soften Trump’s image, appeal to a broader audience, and get a final one-over on the Biden camp.
The photograph also reignited discussions about the Bidens’ tense and tumultuous relationship with Trump. Speculation arose when Jill Biden was photographed wearing a red pantsuit — a colour traditionally associated with the Republican Party to cast her ballot on election day — while her seemingly cordial interaction with Trump at the Notre Dame ceremony contrasts with previous tensions, such as the reportedly icy reception for Vice President Kamala Harris at Arlington National Cemetery.
The Future of Trump’s Brand
With an estimated net worth of US$6.1 billion, Trump remains a significant figure in the business world, whether you like him or not. Despite facing ongoing — though perhaps not for long — legal challenges and always-mixed public reactions, Trump’s ability to generate substantial revenue from his branded products underscores the enduring loyalty of his rock-solid supporter base.
As the holiday season approaches, Trump is positioning his fragrances as ideal Christmas gifts. The runaway success of the initial launch, with two fragrances already sold out, suggests that there remains a strong appetite for Trump-branded products.