Diddy Tops The Charts... The Cologne Charts
Wed, 05 Apr 2006 11:43:39
Having an advertising campaign that was deemed too sexy for certain department stores apparently wound up helping Sean "Diddy" Combs, whose newly released men's fragrance, Unforgivable, has been the hottest seller in the States since its release in February. To celebrate, Diddy joined a collection of fellow executives to ring the opening bill of the New York Stock Exchange on April 3rd.
But what does the stuff smell like? "The notes blend a combination of breathtaking, addictive and slightly dangerous essences," says the Unforgivable press material. If that sounds like your dad, you're in luck! The company is rolling out a Father's Day gift set, as well as a limited edition version that will retail for a mere $300 a bottle. (The original bears a SRP of $55 for a 2.5-ounce bottle.) And if you live outside the States, fear not: Diddy is coming for you soon, as he and his Sean John Fragrances are prepping for an international launch.
A lot of celebrities have entered the fragrance game, so what made Diddy stand out? In addition to the free publicity afforded by the uproar over his pulled advertisements, his team also waged a unique promotional war, following the blueprint of the music industry and distributing samples at select nightclubs -- not just mere department stores.
"Sean Combs' Unforgivable franchise is a runaway success at Macy's," said Federated Department Stores Chairman Terry Lundgren. "We expect the early momentum to continue as we roll out this new fragrance to our stores across the country. There is every reason to believe that Unforgivable will be the #1 men's fragrance of the season."
-- The ARTISTdirect Staff