(By Khalid Masood)
On 30 June 2025, US President Donald Trump unveiled a new line of fragrances, “Fight Fight Fight” and “Victory 45-47,” for men and women, available through GetTrumpFragrances.com. Promoted as luxury, limited-edition collectibles, these scents, priced at $199 to $249 per bottle, capitalize on Trump’s iconic imagery, his raised fist from the July 2024 Butler, Pennsylvania, assassination attempt for “Fight Fight Fight,” and golden or rose gold statues for “Victory 45-47,” celebrating his 2016 and 2024 presidential victories. Marketed as embodying “strength, power, and victory,” the fragrances have sparked a media frenzy, with supporters hailing them as patriotic symbols and critics decrying them as overpriced merchandise exploiting Trump’s political brand. This article examines the fragrances’ details, Trump’s branding strategy, media critiques, and their implications in the polarized US consumer market.
I. Trump’s Fragrance Venture in a Divided Market
Donald Trump, the 47th US President, has long leveraged his persona to sell branded products, from $399 sneakers to $100 silver coins. His latest venture, announced via Truth Social on 30 June 2025, introduces “Fight Fight Fight” and “Victory 47” fragrances, targeting “patriots who never back down.” Launched through 45Footwear, LLC, under a licensing agreement with CIC Ventures LLC, the fragrances are positioned as non-political collectibles, though their imagery and timing, post-election and pre-inauguration, tie them to Trump’s political legacy. Media reactions range from Fox News’s celebratory coverage to scathing critiques on X, with users calling it a “new frontier of grifting.
II. The Fragrances: Design and Symbolism
The “Fight Fight Fight” and “Victory 47” lines, available at GetTrumpFragrances.com, include colognes for men and perfumes for women, retailing at $199 to $249 for 100ml bottles. Bulk discounts, $199 per bottle for two or a $150 gift bundle discount for three, encourage multiple purchases. The website emphasizes limited-edition, numbered collectibles, enhancing their appeal to Trump’s loyal base.
- Fight Fight Fight Cologne for Men: Described as a “rallying cry in a bottle,” it features “rich, robust notes” with a fougère accord, cardamom, and geranium, delivering a woody, spicy, aromatic profile. The bottle, adorned with Trump’s raised fist from the Butler incident, symbolizes resilience after the attack that killed firefighter Corey Comperatore and wounded others.
- Fight Fight Fight Perfume for Women: Marketed for women who “embody strength and grace,” it blends “delicate floral notes and a burst of citrus” for an elegant finish. Packaged in a white and gold bottle with Trump’s fist, it mirrors the men’s version in patriotic fervor.
- Victory 47 Cologne for Men: Celebrating Trump’s “historic victory” as the 47th President, this scent offers “rich, masculine notes with a refined, lasting finish.” Its gold statue bottle, reminiscent of the earlier “Victory 45” cologne, targets men who “lead with confidence.”
- Victory 47 Perfume for Women: Housed in a rose gold statue bottle, it captures “confidence, beauty, and unstoppable determination” with a “sophisticated, subtly feminine” scent. It appeals to collectors and Trump fans, emphasizing his 2024 win.
Shipping estimates range from March to May 2025 due to high demand, with free US shipping, excluding Alaska and Hawaii, for orders over $120. The website clarifies that Trump himself does not design, manufacture, or sell the fragrances, distancing the venture from his administration.
III. Strategic Aim: Capitalizing on Brand and Timing
Trump’s fragrance launch aligns with his history of monetizing his persona through branded merchandise, watches ($100,000), Bibles ($60 to $1,000), and sneakers ($399). The timing, post-election and pre-Christmas 2025, targets holiday shoppers and MAGA supporters, with Trump calling them “great Christmas gifts” on Truth Social. The “Fight Fight Fight” branding, inspired by his defiant words after the Butler attack, resonates with his base’s narrative of resilience against adversity, including media and political opponents. “Victory 47” celebrates his 2024 defeat of Kamala Harris, reinforcing his comeback narrative as the 45th and 47th President.
The venture, operated by 45Footwear, LLC, emphasizes non-political status to navigate ethical concerns about a sitting president profiting from merchandise. Yet, the imagery, Trump’s fist and statues, ties directly to his political identity, blurring lines between commerce and campaign. The $199 to $249 price point positions the fragrances as luxury items, appealing to affluent supporters and collectors, while discounts incentivize bulk purchases, maximizing revenue.
IV. Media and Public Reception: A Divided Response
The fragrance launch has elicited polarized reactions, reflecting America’s divided consumer market:
- Supportive Coverage: Fox News praised the fragrances as a “tribute to Trump’s historic victory,” highlighting their collectible appeal and patriotic messaging. Supporters on X called them a “smell of victory” for Christmas gifting, with some appreciating the “fresh leather” and “masculine” notes of “Fight Fight Fight” cologne. The sold-out status of earlier “Victory 45” scents underscores demand among Trump’s base.
- Critical Backlash: Critics on X labeled the launch a “new frontier of grifting,” mocking the $199 to $249 price as exploitative. Senator Mark Warner’s X post called the fragrances “garbage,” tying them to Trump’s focus on merchandise amid policy debates. Fragrantica reviews rated the scents poorly (2.25/5 for “Fight Fight Fight”), criticizing weak longevity and a vague “fougère accord” note breakdown. Some users mocked the scents as smelling of “mothballs and balsamic vinaigrette” or “sweat and adult diapers,” reflecting political animus.
- Neutral Analysis: Newsweek and Business Standard provided factual reporting, noting the fragrances’ luxury branding and lack of detailed scent profiles. The Independent raised ethical concerns about a president promoting merchandise, especially with a viral photo of Trump with Jill Biden at Notre Dame’s reopening, captioned “A fragrance your enemies can’t resist.” This playful marketing, while attention-grabbing, fueled accusations of trivializing the presidency.
The polarized response mirrors broader US political divides, with 70% of Republican voters expressing support for Trump-branded products, per a 2024 YouGov poll, while Democrats overwhelmingly dismiss them as opportunistic.
V. Market Context: Trump’s Merchandise Empire
Trump’s fragrance line builds on his extensive merchandising history, including “Donald Trump: The Fragrance” (2004, Estée Lauder) and “Success” (2012), which a Bloomberg review likened to “men’s body wash.” Recent ventures, $4.6 million from autographed guitars, $399,000 from sneakers, and $300,000 from Bibles, demonstrate his ability to monetize loyalty. The fragrances, launched after “Victory 45” sold out, target a niche but dedicated market within the $10 billion US fragrance market, dominated by brands like Creed and Dior. The $199 to $249 price point is ambitious, given mixed reviews on scent quality and competition from established luxury fragrances.
The fragrances’ success hinges on Trump’s 74 million voters from 2024, particularly affluent supporters who view them as status symbols. However, poor Fragrantica ratings (1.76/5 longevity for “Victory 47”) and vague scent descriptions risk alienating fragrance enthusiasts seeking quality over branding.
VI. Ethical and Political Implications
The fragrance launch raises ethical questions about a sitting president’s commercial ventures. While 45Footwear, LLC, clarifies that proceeds do not fund Trump’s campaign, the use of his image and political slogans blurs ethical lines. Critics argue it distracts from governance, with Senator Warner linking it to controversial policy moves like healthcare cuts. Supporters view it as a legitimate extension of Trump’s entrepreneurial persona, akin to his real estate and media ventures.
The use of Jill Biden’s image in marketing, while humorous, risks diplomatic friction, as it leverages a bipartisan moment for commercial gain. The fragrances’ high price and limited-edition status also invite scrutiny, with X users questioning their value amid economic concerns like potential SNAP cuts under Trump’s policies.
VII. Consumer Market Implications
The fragrances highlight the US market’s polarization, where political allegiance drives purchasing decisions. Trump’s base, concentrated in red states, views the fragrances as patriotic collectibles, with pre-orders surging after his Truth Social posts. Conversely, urban, liberal consumers, skeptical of Trump’s brand, dominate fragrance forums like Fragrantica, contributing to low ratings. The venture’s success depends on sustaining demand among loyalists, as broader appeal is limited by political divides and competition from established brands.
The launch also underscores the growing trend of celebrity-driven fragrances, with Trump joining figures like Beyoncé and Ariana Grande. However, unlike mainstream celebrity scents, Trump’s rely heavily on political identity, limiting their market to his voter base. This strategy risks short-term gains at the cost of long-term brand credibility in a competitive luxury market.
VIII. Conclusion: A Scent of Victory or Overreach?
Trump’s “Fight Fight Fight” and “Victory 47” fragrances, launched in June 2025, are a bold extension of his brand, blending luxury, patriotism, and political symbolism. Priced at $199 to $249, with iconic imagery, they target loyalists but face criticism for weak scents and ethical concerns. Media reactions, support from Fox News, mockery on X, and cautious analysis from Newsweek, reflect America’s divided consumer landscape. The fragrances’ success hinges on Trump’s dedicated base, but poor quality reviews and high prices may limit broader appeal. As Trump navigates this venture, the fragrances, like his presidency, remain a polarizing symbol, celebrated by supporters, derided by critics, and a case study in leveraging fame in a fractured market.
