Devoted to show business and the entertainment industry

(PRNewsFoto/Sean John Fragrances)

Sean Diddy Combs, in partnership with Estee Lauder, has launched the number one selling men's selling department store fragrance in the U.S., it is called "Unforgivable."

Combs is its creator and it was released nationally in February of 2006.

Terry Lundgren, Chairman, President and Chief Executive Officer, Federated Department Stores said "Sean Combs' Unforgivable fragrance is a runaway success at Macy*s, 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."

According to a press release "Unforgivable reached number one status in record breaking time and the future of the brand continues to look promising with an upcoming international launch and ancillary products such as a Father's Day gift set, deodorant stick, after shave and body spray.  This success follows the limited edition, couture version of the fragrance, which sold out at select Saks Fifth Avenue stores in December of 2005 at $300 per bottle."

Combs said that "When we set out to create this fragrance, I wanted to revolutionize this industry, I wanted to create a scent, package it and promote it in a way that has never been seen before. I drew upon my experience as a fashion designer and a recording artist and launched Unforgivable like an album ... and we have hit number one!  I am a boy from Harlem and to have this kind of success right out of the box is truly beyond my wildest dreams."

The suggested retail price for Sean John Unforgivable is $55.00 for 2.5 OZ and $75.00 for 4.2 OZ. It is available at Department and Specialty Stores across the U.S. A European campaign will begin in Summer 2006.