If real estate mogul and television star Donald Trump were distilled into a fragrance, what would it smell like?
Champagne? Newly minted bills?
Try a hint of mint and cucumber mixed with the scent of pepper and wood.
Donald Trump, the fragrance, will be making its debut at a Macy's or a Bloomingdale's near you, just in time for the Christmas shopping season.
The cologne for men, developed by Estee Lauder, will come in a skyscraper-shaped 3.4-ounce bottle -- large by industry standards -- capped by the golden Trump logo. It will retail for $60.
"People want to become him, have a piece of him. The volume of books he sells is an indication. He's selling water," said Fabrice Weber, president of Aramis and Designer Fragrances, a division of Estee Lauder.
He was referring to "Trump Ice," Trump's line of bottled water.
And what is fragrance after all, but scented water?
Since "The Apprentice" has become a reality television hit, Trump has wasted little time churning out his own version of product tie-ins: books, a board game, a clothing line. And there is more to come. The 58-year-old billionaire has applied to trademark "You're Fired!" to use on clothing, games and casino services, and "Trump University" for a planned online business and real-estate-related educational services.
Trump could use the cash. His casino business, Trump Hotels and Casino Resorts, is in debt $1.8 billion and has filed for Chapter 11 bankruptcy protection. Talks on a proposed bailout deal were reported to have dissolved yesterday.
A need for green could explain Trump's zeal to license his name to products that have little to do with his core real estate and casino expertise -- a strategy that could later backfire, experts say.
Until now, Trump products "all deal with the world of business. . . . A fragrance is such a leap from what he is known for," said John Allen of Lippincott Mercer, a brand consulting firm. "You can go from being an iconic brand to -- not a joke, but you dilute it so much you're just a huckster."