( 4UMF NEWS ) Diddy And Cassie Star In Racy Ad For 3AM:
In March 1999, Sean Combs, who we knew then as “Puff Daddy,” appeared on the cover of Forbes, along with Jerry Seinfeld, because he cracked the top 20 of the magazine’s inaugural Celebrity 100 list. Fifteen years later, Combs is still on the list at number 31. Say what you want about him, but with his CFDA award-winning clothing line Sean John, his Revolt TV network, and the popular vodka brand Cîroc under his belt, there’s no denying that he is a gifted businessman. Combs’ enviable success in the beauty world is another example of how he uses his savvy marketing and self-promotion skills to turn everything he touches into covetable consumer gold. His first fragrance, Unforgiveable, launched in 2006, and raked in $100 million globally in its first year. The scent went on to win a FiFi Award for Fragrance of the Year in the men’s luxe category. So did I Am King, which debuted in 2009. The question now is, can he do it again?
On May 6, Combs will present 3AM, his first new scent in six years, with a high-profile appearance at Macy’s in Herald Square. The fresh, citrusy juice is safe enough to appeal to a broad audience, and Combs certainly has a powerful brand behind him. But the celeb scent market isn’t exactly booming anymore. The 45-year-old mogul is the first to admit that the game has changed. “A lot of people that were in the fragrance business before, they’re not here anymore, and that’s from the celebrity side and the brand side. Fragrance is an extremely hard business,” he says. When asked why he dared to re-enter the industry now, Combs replied with his trademark confidence: “Because the game needs me.”
It’s doubtful that 3AM will get lost in a sea of spring launches, not only because everybody loves a good comeback story, but also because of the shocking promotional video. It features Combs and his girlfriend, Cassie Ventura—both of whom push the envelope in a provocative new direction.
Check it out: