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Marketing In Brief

This article was originally published in The Rose Sheet

Executive Summary

Sean Jean Fragrances' I Am King: Sean "Diddy" Combs, "self-made entrepreneur extraordinaire," offers men a whiff of his exclusive world with new I Am King fragrance. Targeted to "those who dream big and want to live large," I Am King "makes the ultimate statement for today's go-getter: Here I am, in all my glory. Smell the power. Feel the success," Estee Lauder brand says. Notes of tangerine zest, orange and cranberry combine with a proprietary Imperial French Berry note, based on the European Kir Royal cocktail of crème de cassis and premium champagne, as well as key lime pie and lemon crème for a "natural, lickable sensation." Precious woods complete the fruity/woody scent that "attracts women to encounter its power." Sleek bottle is topped with a chrome cap. I Am King rolls out from Sean John Fragrances to Macy's locations nationwide in December, with a broader department store launch slated for February 2009. Eau de toilette retails for $57 and $74 for 1.7 oz. and 3.4 oz., respectively
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