Success to smell sweeter for Trump

His name will appear on Estee Lauder fragance

September 26, 2004|By BLOOMBERG NEWS

Real estate mogul Donald Trump, the star of a television show based on his business life, is lending his name to a new scent from Estee Lauder Cos.

Donald Trump, The Fragrance will be sold in Bloomingdale's and Macy's department stores starting in mid-November, New York-based Estee Lauder said in a statement. The maker of Clinique and Bobbi Brown cosmetics didn't disclose financial terms of the multiyear agreement.

Trump, whose casino and hotel business has been losing money for eight years, is capitalizing on the celebrity status he began cultivating in the 1980s. The 58-year-old billionaire stars in NBC's The Apprentice, a program featuring contestants vying for a job with Trump. He also has lent his name to a line of men's clothing and has a book coming out next month.

The fragrance will be packaged in a skyscraper-shaped bottle and will carry a suggested retail price of $60 for 3.4 ounces.

It will be sold in Federated Department Stores Inc.'s 340 Bloomingdale's and Macy's stores and in Trump-owned casinos, said Estee Lauder spokeswoman Jennifer Mann, who declined to comment on sales estimates for the product.

Print advertisements depicting Trump and his fiancee, model Melania Knauss, getting ready for a night out in Manhattan will appear in the December issues of national men's and women's magazines, Mann said.

Trump is worth an estimated $2.5 billion, according to Forbes magazine's list of the world's richest people.

Trump Hotels, which owns Trump Plaza, Trump Taj Mahal and Trump Marina in Atlantic City, N.J., is seeking to restructure about $1.8 billion of debt. Trump, the chairman and chief executive, is considering privatizing the business, the company said in a statement last week.

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