US. Sean John Fragrances (part of The Estée Lauder Companies’ Aramis and Designer Fragrances division) is this month introducing a new men’s scent, called I Am King, from superstar Sean “Diddy” Combs.
It will be available in North America, the UK and Ireland travel retail markets.
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Sean “Diddy” Combs confirms his regal ambitions with new men’s fragrance I Am King | |
In true Sean John style, the fragrance is designed to inspire those who “dream big and want to live large”. The I Am King concept aims to make the ultimate statement for today’s ambitious go-getter, and empower the modern man to take on the “soul of a king” and realise his biggest dreams.
The untraditional fresh, fruity, woody juice combines clean notes with sensual fruits and warm skin nuances. Key ingredients include tangerine zest, orange, cranberry and an exclusive French Berry note which features Kir Royal.
A Mediterranean water accord, key lime pie, lemon crème, labdanum, cedar wood and vetiver complete the line-up.
The luxury flacon incorporates sleek edges and its topped with a chrome cap. The fragrance is available as a 50ml and 100ml edt spray.
The I Am King advertising campaign aims to portray the life of a modern “king”, displaying Combs as the ultimate mogul, gallivanting around Monaco and St Tropez with supermodels Bar Rafaeli and Ana Paula on each arm.
Images of Combs onboard his super yacht and jet skiing around the French Riviera wearing an impeccable tuxedo depict him as the ultimate man of power.
The campaign image of the new I Am King fragrance was unveiled on the US domestic market in November 2008, in the form of the largest billboard ever to hang in New York’s Times Square.
Located at Broadway and 47th Street, the billboard is front lit, screened vinyl canvas measuring 172 x 54 feet, and can be viewed while heading downtown.
The new campaign is also scheduled to appear on Los Angeles’ prestigious Sunset Boulevard, as well as other marquis billboard locations in New York, Los Angeles, and Miami.
Sean “Diddy” Combs commented: “I am really proud of the new billboard and of the message that it conveys to everyone who gets to see it. I Am King is not just about me, but every man. We are all descendants of kings. And if all men believe in that, we can accomplish anything. This image pays tribute to that belief, that ideal.”
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