Diddy Hits Big With 'Lickable' Scent

New I Am King scent is both fruity and masculine
By Jason Farago,  Newser Staff
Posted Feb 5, 2009 9:29 AM CST
Sean "Diddy" Combs makes an appearance on MTV's "Total Request Live" show in New York on Wednesday, Nov. 5, 2008.   (AP Photo/Peter Kramer)
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(Newser) – Sean Combs, the rap mogul of countless other stage names, had one request when developing his fashion line's new men's scent: "When I wear this perfume, I want to be lickable." The resulting fragrance, I Am King, has fruity notes uncommon in men's fragrance. And it does indeed make the man who wears it "imminently, marvelously, excitingly lickable," raves New York Times critic Chandler Burr.

I Am King is a descendant of the "masculine, dark-spicy-clean" yet generic Unforgivable, the first fragrance Combs developed for his fashion label Sean John, Burr writes. It incorporates blackcurrant, tangerine, and even key lime pie into a "dark, fruity, superclean" scent. I Am King "deserves to be a massive hit," writes the critic—it's "audacious, inventive, and olfactorily impressive."