The president-elect has once again turned a moment into a business opportunity for his relentless self-branding, this time for his new perfume line that comes with a cheeky tagline.

Fez– Donald Trump has once again leveraged his knack for self-promotion, this time by using a photo of himself with Jill Biden, the current First Lady of the United States, to advertise his perfume line, “Fight Fight Fight”. 

Priced at $200, the product is now part of Trump’s latest whimsical idea to capitalize on his public appearances.

On December 8, the president-elect posted the image on his social media platform, Truth Social. 

The photo, which was heavily edited, was taken during the reopening ceremony of Notre-Dame in Paris the previous weekend, as reported by Le Figaro.

Trump had attended the event as an honored guest, sitting prominently in the front row, just a few seats away from Jill Biden.

The original photo captured a candid moment where Jill Biden appeared to smile at Trump during the ceremony.

For Trump’s publicity team, this brief interaction was enough to create a marketing opportunity.

By the next day, the image had been repurposed for an ad promoting his perfume line.

The edited version of the photo became the prominent photo for his “Fight Fight Fight” collection. 

The tagline beneath the image read: “A fragrance your enemies can’t resist.”Trump’s move drew mixed reactions online, with critics accusing him of exploiting the event for commercial gain.

However, for Trump, this is business as usual. Known for turning any occasion into a promotional moment, the president-elect has consistently blurred the lines between politics and his personal brand.

While some might view the use of a formal event and a high-profile interaction with the First Lady as inappropriate, others see it as yet another example of Trump’s ability to keep himself—and his products—in the spotlight.

Whether this latest stunt will boost sales of Fight Fight Fight remains to be seen, but it certainly reinforces Trump’s reputation as a businessman who stops at nothing to market his ventures.

Read more: Who is Donald Trump? What Americans Can Expect for New Term, Key Moments of Last Presidency