Do you want to smell like Donald Trump?

In recent years, despite being focused on politics, Donald Trump has continued to maintain his image as a business magnate. The President-elect's latest venture is a fragrance line, “Fight, Fight, Fight,” aimed at both men and women, with branding perfectly aligned with his persona and audience. «They represent victory because we all want to be winners,» Trump stated in the promotional message, describing the perfumes as symbols of strength and patriotism. Each bottle is sold for $199 and, according to Trump, makes the ideal Christmas gift for his supporters. While the women's perfume promises a mix of floral and citrus notes for women who «fight with strength and grace», the men's version targets «true patriots» and presents itself more as a statement of intent than a mere fragrance. Meanwhile, Trump also announced a new line, “Victory 47,” set to release in March, featuring a bottle topped with a golden figurine resembling him, a clear homage to his return to the Oval Office.

The marketing campaign for “Fight, Fight, Fight” could only bear Trump's unique touch. To promote the fragrance's launch, the next President posted a photo on his social media profiles (almost certainly not approved) alongside the current First Lady Jill Biden, with a provocative caption: «a fragrance your enemies can’t resist». This message, thinly veiled, suggests a presumed attraction of Dr. Biden toward Trump. Behind this operation, like many others in the 47th President of the United States' entrepreneurial career, lies the consolidated licensing model: according to the New York Times, his name is licensed to companies that pay him royalties to exploit his image. This approach has been the basis of many initiatives, from the $499 “Trump Won” sneakers to Bibles endorsed by Lee Greenwood. From details disclosed in the 2023 financial disclosure form, Trump earned $4.5 million through the company “CIC Ventures LLC” for the publication of a book with Winning Team, a conservative publishing house co-owned by his son Donald Trump Jr. Despite mandatory transparency for some of these operations, many companies partnering with Trump remain anonymous, thanks to a strategy leveraging the creation of limited liability companies in states like Wyoming, known for its privacy laws. One such company is 45Footwear, the brand behind both sneakers and fragrances, founded in January by a law firm specializing in this type of corporate structure. The result is a business network that, while strongly tied to his name, maintains an almost invisible network of partners, but one that is highly profitable.