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P. Diddy Making Scents
Maybe they should call it Bling by P. Diddy.
The "It's All About the Benjamins" rapper and business mogul otherwise known as Sean Combs has signed a multiyear licensing agreement with Esté Lauder to create a line of fragrances under his Sean John fashion label.
"People express themselves in many ways; through their music, through the way they dress, and also through the fragrance they choose, so deciding to make a fragrance was very natural for me," the hip-hopster said Friday in a statement.
Terms of the deal were not disclosed. But it's expected the cosmetics company will handle development of the Puffy-branded perfumes, which will carry the Sean John name.
"This is an extraordinary opportunity to partner with one of the fastest-growing and most dynamic young fashion brands in the market, as well as with a man who has built a phenomenal reputation as a tastemaker in music, in fashion and in business," said William P. Lauder, chief operating officer of Estée Lauder.
Eau de Diddy is the latest addition to an ever-growing list of entertainers with their own scents. Among the sweet-smelling celeb set: Combs' ex-gal-pal Jennifer Lopez, Beyoncé Knowles, Britney Spears, Jessica Simpson, Pamela Anderson, Celine Dion and Liz Taylor.
Aside from making the world safer from b.o., Diddy also just lent his star power to the launch of Gillette's new battery-powered razor, dubbed M3Power, at a promotional event in Manhattan hyping the product's release next week.
He's holding down the boards in the Broadway revival A Raisin in the Sun in addition to heading his Bad Boy label, starring in MTV's Making the Band and running his NYC-based restaurants.
No wonder he recently claimed that he will retire from recording after the fall release of his next solo effort, PD5, to focus on his business ventures.
Diddy's fragrance line, meanwhile, is slated to hit store shelves in fall 2005.
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