In a move that has reignited national controversy and added fuel to an already heated election cycle, former President Donald Trump has unveiled a new personal fragrance line—“Victory 45‑47”—named to reflect his past presidency and his aspirations for the future. But while Trump has never shied away from bold branding, this latest venture has ignited a wave of criticism that spans both political and legal lines.
The perfume’s release, promoted through his platform Truth Social and on official campaign materials, has been described by supporters as a symbol of “confidence and strength.” However, detractors have labeled it “disgusting,” “narcissistic,” and “possibly illegal.”
A Scent of Power, or a Stench of Self-Promotion?
According to the product description on the official website—hosted alongside his campaign merchandise store—Victory 45‑47 is marketed as a “limited-edition luxury fragrance” meant to commemorate “Trump’s historic rise and return.”
“It’s more than a scent. It’s a movement,” reads one tagline, while another boasts, “Channel the power of 45. Prepare for the return of 47.”
The packaging features a red, white, and blue motif, with Trump’s signature in gold and an eagle motif on the bottle cap. Promotional videos released last week show actors dressed as construction workers, Marines, and Wall Street bankers spraying the cologne while saluting American flags.
Yet despite the slick presentation, the response has been anything but sweet-smelling.
Public Backlash: “This Isn’t Patriotism—It’s Parody”
Almost immediately after the announcement, social media erupted with a mix of mockery and outrage. On X (formerly Twitter), hashtags like #TrumpFragranceFail and #SmellsLikeCorruption trended nationwide.
One popular post read:
“Trump launching a cologne called ‘Victory 45‑47’ is the most dystopian merch drop since Fyre Festival.”
Progressive watchdog group CivicGuard posted a statement calling the fragrance “a brazen attempt to commercialize the presidency,” arguing that it is “deeply inappropriate for a declared presidential candidate to profit off products glorifying his political office while actively campaigning.”
Even some conservative voices appeared perplexed. One former Republican strategist commented anonymously to NBC:
“It feels like something out of a satire. We used to mock other countries for cult-of-personality politics. Now we’re bottling it and selling it for $199 a pop.”
Legal Experts Raise Red Flags
Beyond the optics, there may be legal implications to Trump’s fragrance release—particularly given his active campaign status.
According to Election Law Professor Jenna Waldron of Columbia University:
“There is a fine line between merchandising and campaign finance law. If this fragrance is being sold through campaign channels or if campaign funds are used to promote it, that could trigger serious FEC scrutiny.”
She also noted concerns about the use of the title “47”, which implies holding a future office that he has not yet been elected to. “It blurs ethical boundaries and invites claims of undue influence or misleading voters,” Waldron added.
Trump’s team, for its part, denies any wrongdoing. A spokesperson said:
“This is a private business endeavor by President Trump and has no affiliation with campaign finances. No taxpayer money or donation funds are used in its production or marketing.”
Nevertheless, watchdog groups such as Campaign Legal Center and Democracy Forward have both confirmed they are reviewing the legality of the product in the context of FEC rules.
From Ties to Steaks to Scent: The Trump Brand Marches On
This isn’t Trump’s first venture into unusual branding. Over the decades, he has endorsed or launched a dizzying array of products, including Trump Steaks, Trump Vodka, Trump University, and more recently, digital trading cards (NFTs) that depicted him in various fantasy roles.
While many of these businesses have failed or sparked controversy, they continue to serve a dual purpose: cultivating loyalty and maintaining relevance.
Political analyst Rita Caldwell suggests this fragrance is more symbolic than profitable.
“It’s about mythmaking,” she said. “The idea of ‘Victory 45‑47’ isn’t just a scent—it’s a narrative. He’s selling the idea of inevitability. The presidency becomes part of his personal mythology.”
But others say the move could backfire.
“It reinforces the belief that Trump is more interested in marketing himself than serving the public,” argued former ethics czar Walter Shaub. “It’s narcissism with a price tag.”
Consumer Reactions: Curious, Confused, and Concerned
Initial sales figures have not been released, but some online resellers claim to have already sold bottles for upwards of $300, suggesting demand from collectors or Trump loyalists.
Yet reviews of the actual product have been mixed. A user on TikTok who purchased the fragrance said:
“It smells like strong leather, gasoline, and ego.”
Others were less amused.
“I bought it as a joke, but honestly, it gave me a headache. Can I return political satire?” said one Amazon reviewer (though whether the fragrance is officially on Amazon remains unconfirmed).
Conclusion: More Than a Gimmick?
While Trump’s fragrance may be the latest in a long line of polarizing brand expansions, its timing—just months before the general election—raises serious ethical and legal questions.
Whether “Victory 45‑47” becomes a bestseller or a cautionary tale, one thing is certain: it’s less about what’s in the bottle and more about what it represents—a campaign, a cult of personality, and a country still struggling with the boundary between politics and personal profit.
Smells like 2025.
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