Sean John Fragrance Leads Industry In Sales

Article written by: Rodrick Rainey
Posted on: April 13, 2006

The fragrance “Unforgivable” that Diddy launched is the top selling fragrance since it’s released in February. John Dempsey [Global brand president, Estee Lauder], who partnered with Sean “Diddy” Combs to launch the fragrance, says Unforgivable is the best cologne to come out in years.

Urban and Hip Hop Fashion site SoJones.com gave 2 thumbs up to the smell of the Sean John fragrance, labeling it a must have for social events and trend setters. The public forum response to the So Jones rating of the cologne ran parallela to their judgement.

Analysts believe that clever marketing tactics and Puff’s star power helped the mogul standout of the saturated market. The fragrance is selling between $1.3 and $1.5 million per week. Sean “Diddy” Combs and Estee Lauder borrowed music industry practices, placing samples of Unforgivable in night clubs. The cologne also benefitted from much publicity when an ad featuring Sean “Diddy” Combs lying in bed with two women caused controversy in certain states.

Sean “Diddy” Combs rang the opening bell of the New York Stock Exchange Tuesday, April 4, along with Terry Lundgren, chief executive of Federated Department Stores [Macy's, Bloomingdales] and John Demsey.

Macys, New York store employees were key runners in the success of the ‘Unforgivable’ fragrance by Sean John. Those employees were part of an aggressive marketing plan that included them stopping customers and introducing the fragrance by inquiring “Have you smelled Diddy’s Sean John fragrance.”

SoJones.com, formerly URB1, reviewed the Sean John fragrance smell, labeling it as a smell to definitely please the senses of a tasteful woman. Sweet, yet masculine, it’s the perfect accent for a classic night out.