Belfast Telegraph

P. Diddy's 'new perfume'

P. Diddy is reportedly releasing a new fragrance with perfume giant Parlux next year.

The American rapper, real name Sean Combs, has reportedly signed a deal with perfume company Parlux to release a brand new scent next year.

Parlux already have several celebrity fragrances under their name in the form of Gold by Jay Z, Rogue by Rihanna and Dazzle by Paris Hilton.

US newspaper the New York Post report Diddy is the next star on the list.

This won't be the first scent he has created during his career.

In 1998 the musician set up his own clothing line Sean John, which won the Council of Fashion Designers of America award in 2004. It was in 2008 that he added a men's fragrance called I Am King to the collection and had model Bar Refaeli feature in advertisements to promote the product. He dedicated the scent to US President Barack Obama, civil rights activist Martin Luther King and professional boxer Muhammad Ali.

Diddy also collaborated with Estée Lauder to create the scent Unforgiveable in 2006. Earning over $100 million in sales, Diddy's product was seen as one of the best celebrity fragrances ever released at the time.

However, his contract with the fashion house expired last year. A representative from the brand insisted the decision was made in good light.

"We have mutually agreed to exit [Combs'] Sean John brand from distribution; we wish him the best in his future endeavours," they said.

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