NEW YORK — The scent of The Donald may be just a spritz away.

Sources indicated that Donald Trump is talking to the Estée Lauder Cos. about doing a men’s fragrance. A Lauder spokeswoman declined comment and Trump could not be reached. But Trump has become his own best brand, evolving from a real estate mogul and wheeler-dealer to TV’s newest star to celebrity endorser.

This latest possible deal should only add to his media ubiquity. As reported Thursday, Levi Strauss & Co. confirmed it will participate in Trump’s top-rated reality show on NBC, “The Apprentice,” in which teams of young Trump wannabes battle tooth and nail to win a job at The Donald’s side.

This makes him fodder for the beauty industry’s voracious appetite for celebrity names. During the past year, fragrance companies, including Estée Lauder, have been ransacking the airwaves, looking for any stars of the moment. The pairings have included Beyoncé Knowles and Tommy Hilfiger Toiletries, Sean “P. Diddy” Combs and Lauder, Britney Spears and Elizabeth Arden, Paris Hilton and Parlux and Kimora Lee Simmons and Coty, which previously launched fragrances by Jennifer Lopez, Celine Dion and Mary-Kate and Ashley Olsen. Even Alan Cumming signed up this week to do an independently financed fragrance, conceding, “I’m not the most obvious person you’d think of to be a fragrance spokesman.”

The Hollywood mania has perhaps reached its zenith — or nadir — with a fragrance called Enchantment that will be “created” on the ABC soap opera “All My Children.” The all-too-real fragrance will be sold at Wal-Mart. See related story, “Wal-Mart as Soap Opers Star” in Beauty Report.

This story first appeared in the September 17, 2004 issue of WWD. Subscribe Today.