Diddy’s New Day: Sean Combs Re-enters Fragrance

Sean “Diddy” Combs wants to hit the “reset” button. After a six-year hiatus from the fragrance business once Estée Lauder Cos. Inc. didn’t renew his license, Combs is back on May 6 with a new fragrance, 3AM, under a new partner, Parlux. He is hoping he can regain relevancy in the category, even as the celebrity fragrance sector appears to be dissolving faster than a test spray in the air. Which is perhaps why Combs doesn’t want it to be called a celebrity fragrance. He views himself as equal parts fashion player, music mogul and pop culture pulse-reader. That may not render him immune to market forces, but he’s aiming to get ahead of the tide by leveraging his established status and playing to Millennials via social media. “I take my hat off to all celebrities who have a fragrance to give people a part of their lifestyle. But for me, it was important to take a break from celebrity persona fragrances, because we were kind of jumbled up with them,” said Combs, whose last launch was in 2009 with I Am King, a follow-up to 2006’s Unforgivable. “We’re a true fashion label and this is something we take very seriously. So to make

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