Ivanka Trump Leverages Her Suddenly Global Profile

The Spa by Ivanka Trump are the first to boast her full name, but will the new global profile boost the Ivanka brand?

Image by Cvent Inc Connect 2017, used under its Creative Commons license

Image by Cvent Inc Connect 2017, used under its Creative Commons license

When her father became the President, Ivanka took her place as the unpaid White House consultant. She might have taken a leave of absence from being Executive vice president of development and acquisitions at The Trump Organization for matters of state, but that hasn’t prevented her from capitalizing on the name.

According to Bloomberg, her fashion label and Ivanka Trump Marks LLC, which handles her trademarks, seems to be pushing into new markets and categories leveraging the 35-year-old's suddenly global profile. For the first time her full name graces luxury spas -- The Spa by Ivanka Trump. The swanky spas offering diamond brightening and citrus drenches, are the first hotel facilities to bear the first daughter's name. Conveniently, the first-ever Ivanka Suite and the original Spa by Ivanka Trump is located five blocks from the White House on Pennsylvania Avenue, at the Trump International Hotel Washington, which runs for $1,050 a night. The roll out continued with Trump Vancouver, and will do so across Trump’s existing hotels, as well as future properties.

Image: Screenshot from the Spa by Ivanka Trump product brochure

Image: Screenshot from the Spa by Ivanka Trump product brochure

“Ivanka, now an assistant to U.S. President Donald Trump, selected the products and treatments, including lavender-infused towels, tangerine & fig butter cream, and Babor skincare products.”

As per Bloomberg the spas conveniently says “Ivanka, now an assistant to U.S. President Donald Trump, selected the products and treatments, including lavender-infused towels, tangerine & fig butter cream, and Babor skincare products.” Ivanka has been involved in Trump hotel spa concepts and design in the past, however, this is the first time her name was added to the brand.

 Since her dad took office, the “Ivanka” brand has taken a dive in sales, and these spas are the most boastful offering attached to her brand. But will it make a difference in the current climate? I guess we'll find out, just how much weight comes with going from “Ivanka” to “Ivanka Trump”.