Unforgivable is Number One Selling Men's Fragrance
Tuesday, April 04, 2006
FRAGRANCE IN DEPARTMENT STORES ACROSS AMERICA
New York, New York – Sean John Fragrances, a division of Estée 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 Chief Executive Officer, Federated Department Stores, Inc.; William Lauder, President and Chief Executive Officer, The Estée Lauder Companies; John Demsey, Global President Estée Lauder, M·A·C Cosmetics and SeanJohn Fragrances; and Diana Espino, General Manager and Vice President, Sean John Fragrances, will ring the opening bell of the New York Stock Exchange Monday, April 3, 2006.
"Sean Combs’ Unforgivable fragrance is a runaway success at Macy*s,” says 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,” says Demsey. “Sean helped us capture his lifestyle in a bottle and now everyone wants a piece of it.”
The Sean John Unforgivable scent exudes the energy, sexiness and elegance of Sean Combs. As an aficionado of scents himself, Sean Combs personally selected only the most premium and luxurious ingredients for his signature fragrance. The notes blend a combination of breathtaking, addictive and slightly dangerous essences.
“When we set out to create this fragrance, I wanted to revolutionize this industry,” says Sean Combs. “I wanted to create a scent, package it and promote it in a way that has never been seen before. I drew upon my experience as a fashion designer and a recording artist and launched Unforgivable like an album…and we have hit number one! I am a boy from Harlem and to have this kind of success right out of the box is truly beyond my wildest dreams.”
Suggested Retail Price for Sean John Unforgivable is $55.00 USD for 2.5 OZ and $75.00 USD for 4.2 OZ. It is available at Department and Specialty Stores across the country. A European roll out will begin in Summer 2006.
Sephora, who currently carries Unforgivable in America, is one of the retailers that will carry Unforgivable in its International locations. "I am thrilled the first Sean John fragrance, Unforgivable, is #1 in men's fragrances at Sephora," says Betsy Olum, Senior VP, Sephora Marketing. "We look forward to the continued success of the brand and our partnership."
Sean John Fragrances is a division of M·A·C (Make-Up Art Cosmetics Inc.), a subsidiary of The Estée Lauder Companies Inc., one of the world's leading manufacturers and marketers of quality skin care, makeup, fragrance and hair care products. The Company's products are sold in over 130 countries and territories under well-recognized brand names, including Estée Lauder, Aramis, Clinique, Prescriptives, Origins, M·A·C, Bobbi Brown, Tommy Hilfiger, La Mer, Donna Karan, Aveda, Jo Malone, Bumble and bumble, Darphin, Michael Kors, Rodan + Fields, American Beauty, Flirt!, Good Skin(TM), Donald Trump The Fragrance, Grassroots, Sean John and Missoni.
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