{"id":15824,"date":"2016-08-11T11:06:53","date_gmt":"2016-08-11T11:06:53","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=15824"},"modified":"2016-08-11T11:06:53","modified_gmt":"2016-08-11T11:06:53","slug":"sean-diddy-combs-shows-sophisticated-side-new-sean-john-fragrance","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/sean-diddy-combs-shows-sophisticated-side-new-sean-john-fragrance\/","title":{"rendered":"Sean ‘Diddy’ Combs shows his sophisticated side with a new Sean John Fragrance"},"content":{"rendered":"

Sean “Diddy” Combs is ready to launch a new – more grown up – fragrance this autumn. No girls, no cars, no planes, just Sean John\u00a0– see more below…<\/p>\n

\u201cI see it lasting generations,\u201d declared Sean \u201cDiddy\u201d Combs, speaking of his brand during a break between photography sessions in Los Angeles for the advertising campaign to promote his newest fragrance, Sean John.<\/p>\n

Confidently dressed in black from head to toe, the past sales stumbles of his last fragrance, 3AM, don\u2019t appear to faze Combs in the least as licensee Jacavi Beauty Group and distributor Parlux Ltd. embark on the latest launch. Twenty-three years since he founded Bad Boy Entertainment, 17 years since he made his fashion debut and 11 years since his first blockbuster fragrance, Unforgivable, it takes more than a misfire at retail to ruffle him.<\/p>\n

As he did in the music industry, Combs is out to build a fragrance empire, not a one-hit wonder or in-and-out fad. \u201cThere are always a lot of different trends and sometimes fragrances smell like other fragrances. From the get-go, we tried to represent something that was cool and clean, and we always kept our signature bergamot in,\u201d he said. \u201cYou can go in so many different directions with fragrances, but if you have a point of view, I think that\u2019s how you build a brand.\u201d<\/p>\n

In the age of Insta-celebrities, Combs\u2019 plodding and detailed approach impresses executives at Parlux, which, with Jacavi, took over Sean John fragrances in 2013 from former licensee the Est\u00e9e Lauder Cos. Inc. \u201cThere is a lot of show business working with him, but, when you cut through all of that, there\u2019s a man who knows how to reach his consumer and has very good instincts,\u201d said Parlux president Donald Loftus. \u201cHe really seems to understand and enjoy the category, and takes an active role in the juice, the packaging, the bottle and the advertising. It\u2019s really a part of him, and he understands all that it means.\u201d<\/p>\n

Parlux continues to piece together why the 2015 release 3AM, in Loftus\u2019 strikingly candid admittance, \u201cjust didn\u2019t work.\u201d But perhaps it was partially because Combs the person and Sean John the brand were overshadowed by heavy-handed messaging. The Sean John fragrance distills Combs to serve him up in a straightforward manner to consumers. Combs summarised, \u201cIt\u2019s about the evolution of the brand and the personal evolution that we all go through. It\u2019s what the brand is about. It\u2019s [gone] from Puff Daddy to Diddy to Sean Combs.\u201d<\/p>\n

\"sean-john4\"

In simple terms, Combs has grown up and so has his fragrance. \u201cHis franchise is always going to be cool, aspirational and sexy,\u201d said Diana Espino, global vice president of marketing and brand development at Parlux. \u201cThat\u2019s never going to change. But he has changed. Unforgivable was him in bed with two girls, and I Am King was about all men being kings. 3AM was a departure from the other Sean John pillars, but, we think, right now, with Sean John, it\u2019s about him looking forward to this next phase of his life. At the end of the day, when the fashion show is over, when the party stops and the girls go home, he\u2019s still Sean John.\u201d<\/p>\n

To capture Combs\u2019 mature self-assurance, Firmenich\u2019s Harry Fremont concocted a modern fragrance with top notes of bergamot, mandarin, watermint and black pepper; middle notes of nutmeg, violet leaves, cardamom and angelica root, and base notes of amber, vanilla, musk, sandalwood, amberwood and coumarin. \u201cIt has a sophistication that gives the vibe of a great men\u2019s fragrance,\u201d said Combs. \u201cIt\u2019s not too strong. It\u2019s soft and clean, but it\u2019s a memorable scent for when you are around a young lady or just trying to smell good.\u201d<\/p>\n

\"sean-john3\"

The ad for the Sean John fragrance is notable for what it doesn\u2019t have. There are no women, no cars, no airplanes and no overt sexual references. Shot by Elton Anderson in July with a moody, dark quality, it centres on Combs looking contemplative while sitting on stairs and contains the motto, \u201cAlways Sean John.\u201d Espino observed, \u201che is anchored on those stairs, and he has reached this pinnacle of life where you see this light above him. We wanted to make him and the product exude sexiness. He looks damn sexy. There doesn\u2019t have to be a lot of peripheral things around to bring the sexiness. This will be just as big as an attention-grabber as it would be if he had many girls around him.\u201d<\/p>\n

\"sean-john2\"

The packaging is equally stripped down. The bottle is black, accented by black embossed letters spelling Sean John. Silver is added to the box to make it stand out on counter. \u201cThe packaging is simple, direct and elegant,\u201d Espino continued. \u201cI think it speaks exactly to where we see him right now. We don\u2019t need to explain him. The bottle doesn\u2019t need anything flashy. The response from retailers has been very positive, frankly much more positive than we\u2019ve gotten for the other celebrity fragrances that we have.\u201d<\/p>\n

Loftus confirmed the early favorable reaction. He said, \u201cThe scent is well-loved. I think we will sell a second and third bottle as well as a first, so, hopefully, it will go on to be a classic.\u201d<\/p>\n

The Sean John fragrance will enter Macy\u2019s in October at the price of $70 for a 3.4-oz. eau de toilette spray and $39 for a 1-oz. eau de toilette spray. Across a variety of categories such as fragrance, men\u2019s sportswear, watches, suits, ties, headwear and children\u2019s wear, Sean John has had a fruitful relationship with Macy\u2019s (its clothing is exclusive to the department store) that\u2019s helped the brand reach roughly $525 million in annual retail sales. \u201cThere would be no Sean Jean without Macy\u2019s,\u201d asserted Combs, who Forbes estimated netted $62 million last year from Sean John, musical ventures and a deal with C\u00eeroc Vodka.<\/p>\n

This year, music is definitely on Combs\u2019 mind. He\u2019s revealed his next album, titled \u201cNo Way Out 2,\u201d will be his last. Before that album drops on a yet to be announced date in the near future, Combs has returned to the songs and artists that put him on the map with the Bad Boy Reunion Tour. For the current tour, he assembled an all-star roster of talent, including Lil\u2019 Kim, French Montana, Faith Evans, Mase, Carl Thomas and Mario Winans. Despite the group of strong personalities, Combs maintains that it\u2019s been the easiest tour of his career. He said, \u201cThey are playing more for a purpose now, and there is less ego all the way around and more appreciation for each other and what we are doing. It\u2019s special.\u201d<\/p>\n

Source: WWD<\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

Sean “Diddy” Combs is ready to launch a new – more grown up – fragrance this autumn. No girls, no cars, no planes, just Sean […]<\/p>\n","protected":false},"author":3,"featured_media":15828,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_monsterinsights_skip_tracking":false,"footnotes":""},"categories":[1],"tags":[1349,1282,2213,2733,2731,2734,2732],"class_list":["post-15824","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-latest-news","tag-1349","tag-2016-fragrance","tag-new-fragrance-launch","tag-parlux","tag-sean-combs","tag-sean-john-duty-free","tag-sean-john-fragrance"],"acf":[],"amp_enabled":true,"_links":{"self":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/15824","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/comments?post=15824"}],"version-history":[{"count":0,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/posts\/15824\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media\/15828"}],"wp:attachment":[{"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/media?parent=15824"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/categories?post=15824"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.dutyfreehunter.com\/blog\/wp-json\/wp\/v2\/tags?post=15824"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}