In a move that combines branding and personal image, Donald Trump recently unveiled his latest merchandise venture: a fragrance line named “Fight Fight Fight.” Announced on December 8 via his social media platform Truth Social, the new men’s cologne and women’s perfume follow in the footsteps of his previous merch offerings, including sneakers and watches.
The fragrances are designed to resonate with Trump’s distinctive style, prominently featuring his signature gold color scheme in the packaging. However, curious consumers might be disappointed by the lack of detailed scent profiles. The women’s fragrance is succinctly described as having “delicate floral notes and a burst of citrus,” while the men’s version is touted as a “rallying cry in a bottle,” evoking imagery of resilience and strength without providing much olfactory detail.
The “Fight Fight Fight” line is not the first time Trump has ventured into the fragrance business. A survey of his past efforts reveals a recurring theme. In 2004, he launched “Donald Trump: The Fragrance” through a licensing agreement with Estée Lauder Companies. Similarly, in 2012, his “Success” cologne was characterized by one Bloomberg review as smelling like a “nice men’s body wash.” The fragrance industry has seen Trump’s name leveraged not just as a political figure but as a brand that extends beyond the political arena into lifestyle and personal care.
This launch raises questions regarding the business structure behind these fragrances. The website associated with the Trump Fragrances states clearly that these products are not affiliated with Trump’s political campaign. Instead, the fragrances are registered under 45Footwear, LLC—a company reportedly based out of Wyoming that also manages Trump’s sneaker line. The anonymity surrounding the specific manufacturing partners and the LLC’s owner does not enhance transparency, something modern consumers increasingly demand.
CIC Ventures LLC, the entity managing the trademarks and branding rights, is owned by The Donald J. Trump Revocable Trust. This organization has been successful in maintaining a cash flow, having reported over $5 million in book and bible sales according to Trump’s financial disclosures from 2024. Notably, the financial details related to the manufacturing and distribution of Trump’s fragrances remain unclear, mirroring issues raised in previous evaluations of the branding strategies behind his watch line, TheBestWatchesOnEarth LLC.
Consumers are often intrigued by celebrity endorsements, but they also value authenticity and transparency in the brands they choose to support. The opaque structure of Trump’s fragrance line and other merchandise could potentially dissuade purchases from those in the market for a new scent. For the average consumer, knowing who is behind the product and where it is made is often as crucial as the product itself.
The question remains whether Trump’s loyal base will support this new venture in substantial numbers. Given that other merchandise, like the “Victory 45” cologne, quickly sold out, there may be a solid market for Trump’s branded fragrances. Still, the underlying financial frameworks and marketing strategies employed by Team Trump will play an essential role in determining the success of this product line.
As the fragrance launches come at a time when Trump faces significant legal challenges and political scrutiny, fans may view these products as a way to rally behind their leader, while skeptics might see them as yet another glossy distraction from more pressing issues. Ultimately, consumer response will test whether this latest addition to Trump’s brand portfolio will flourish or fade away like other ephemeral celebrity ventures.
In conclusion, Donald Trump’s fragrance “Fight Fight Fight” enters a crowded market where brand loyalty is tested not just by identity but by the trustworthiness of the brand itself. As consumers continue to navigate this venture, both excitement and skepticism will shape the product’s reception.
