Sean John Unforgivable-Fragrance Top Selling Fragrance In America

Article written by: Rodrick Rainey
Posted on: May 11, 2007

Sean “Diddy” Combs, entrepreneur turned music mogul, turned fashion mogul, celebrates a feat never held by a men’s cologne. For the first time the title of the top-selling new fragrance of the year has gone to a scent for men. Combs, launched his, “Unforgivable” in 2006 was announced, Tuesday Number 1 rated fragrance by trend tracking firm The NPD Group Inc.

“Once we launched in February 2006, we rocketed to success,” says Diana Espino, vice president of Sean John Fragrance, a division of Este’ Lauder.

The scent created by Sean John founder, Sean Combs becomes the first men’s scent to lead the pack on the prestige fragrance chart since NPD began tracking the market 10 years ago.

According to industry sources, Unforgivable, generated about $80 million in retail sales last year alone.

After the success of the initial fragrance, Diddy also launched Unforgivable Multi Platinum.

The newer cologne is a limited edition, ramped-up version of Unforgivable, which Combs introduced in 2006.

“In the world of fragrances, perfumes, and colognes, the actual products we use are based on ‘the juice.’ There are different grades of ‘juice,’ ” Combs said during a recent telephone interview. “This is the luxury version.”

He compared it to a fine wine: One year might be a great vintage for a particular wine and you love it. Then you taste the wine from one of those once-in-a-decade vintages and you go crazy for it.

Even at $65 for 2.5 ounces, $10 more than the regular version, Unforgivable Multi Platinum is likely to be in short supply.

“I’m definitely attracted to something that won’t be around a long time,” Combs said.

With notes of bergamot and iris, this scent might be more subtle than consumers would expect from Combs, who despite his fashion credentials with his Sean John clothing line, really made his mark on the world in rap music.

“I think a lot of my Sean John stuff is understated, and my style evolution has become more elegant…. I’m more in the luxury lane now,” he said.

So what could this suave gentleman who wears an elegant cologne be missing? A female companion who wears an equally complex scent.

The much anticipated, Unforgivable fragrance for Women is planned in stores in September.