Diddy's Unforgivable is No 1 men's fragrance in US

04 Apr '06

3 min read

Sean John Fragrances, a division of Estee Lauder, is thrilled to announce that Unforgivable is officially the number one selling men's fragrance in department stores in the United States.

Created by Sean Diddy Combs, Unforgivable was launched nationally in February of 2006. To celebrate this success Diddy, along with Terry Lundgren, Chairman, President and CEO, Federated Department Stores Inc; William Lauder, President and CEO, The Estee Lauder Companies; John Demsey, Global President Estee Lauder, M.A.C Cosmetics and Sean John Fragrances; and Diana Espino, GM and VP, Sean John Fragrances, attended the opening bell ceremonies at the NYSE Monday, April 3rd 2006.

"Sean Combs' Unforgivable fragrance is a runaway success at Macy*s," said Lundgren. "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."

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.

"The pre-launch anticipation of Unforgivable led us to believe we had a history-making brand joining Lauder's portfolio of venerated prestige fragrances and the reports coming in now from our retail partners across the country have exceeded even our most aggressive initial expectations," said Demsey. "Sean helped us capture his lifestyle in a bottle and now everyone wants a piece of it."

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