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Here is a press release with a number of news items tied to the launch of Sean John's latest fragrance, "I Am King."

New Image replaces iconic Sean John Campaign for several months

November 24th, 2008 - Sean John Fragrances, creator of Unforgivable, the top selling men’s and women’s scent, today unveiled the campaign image of Sean “Diddy” Combs’ newest men’s fragrance, I Am King, on what continues to be the largest billboard ever to hang in Times Square, The new campaign will also appear on Los Angeles’ prestigious Sunset Boulevard, as well as other marquis billboard locations in New York, Los Angeles, and Miami. The billboard portrays Sean “Diddy” Combs dressed in a sleek, white tuxedo, with an image of his new men’s fragrance, I Am King. Impeccably put together, he is the ultimate man of power. He is daring and mysterious, refined and sexy. The new fragrance advertisement will replace what has become one of the most well known images in New York City, where Combs holds his fist triumphantly in the air.

Located at Broadway and 47th Street, the billboard is front lit, screened vinyl canvas measuring 172 X 54 feet and can be viewed while heading downtown.

Sean “Diddy” Combs said, “I am really proud of the new billboard and of the message that it conveys to everyone who gets to see it. I AM KING is not just about me, but every man. We are all descendants of kings. And if all men believe in that, we can accomplish anything. This image pays tribute to that belief, that ideal.”

Only Sean “Diddy” Combs could debut I Am King, a scent designed to inspire those who dream big and aspire for greatness. I Am King makes the ultimate statement for today’s ambitious go-getter: Here I am, in all my glory. Smell the power. Feel the success. It represents a lifestyle everyone desires to live: exclusive, it’s about greatness, being at the top of one’s game. It’s for the achiever, the inspirer, the visionary. I Am King is about a man’s strength and style, his passion and taste for life. A hunger for the extraordinary – to believe in a dream.

I Am King empowers the modern man to take on the soul of a king and conquer his biggest dreams. It is only fitting for this image of empowerment to be displayed in the most sought after site in the world, Times Square New York. The billboard image and location reflect the true power and prestige of the fragrance, the man behind it and the men who will wear it.

An untraditional fresh fruity woody scent, I Am King combines clean notes with sensual fruits and warm skin nuances. Impossible to ignore, I Am King subtly surrounds the wearer in fresh comfort and attracts women to encounter its power. The bottle, shrouded with a chrome cap, incorporates sleek edges with a hint of classic style. It is pure luxury encased. I Am King embodies the Sean John lifestyle.

Sean John Fragrances will debut the power scent in December 2008 for the holiday season exclusively at Macy’s nationwide, before rolling out to department stores in February 2009. I Am King suggested retail price is $57 USD for 1.7 oz EDT and $74 USD for 3.4 oz EDT. I Am King aftershave balm suggested retail price is $54 USD for 3.4 oz and will be on counter in February 2009 for Valentine’s Day; I Am King shower gel suggested retail price is $25 USD for 6.7 oz and the deodorant suggested retail price is $18 USD for 2.5 oz; both items on counter in May 2009 (pre-cursor to Father’s Day). Additionally, I Am King Limited Edition, a 3.4 oz EDT with storybook featuring I Am King visuals and housed in a signed lucite case, will be also available exclusively at Macy’s for $100 USD.