Sean 'Diddy' Combs' Unforgivable is the Number 1 Selling Men's Fragrance in Department Stores Across America

Estee Lauder and Federated Stores Join Diddy the New York Stock Exchange to

Celebrate the Success of UNFORGIVABLE

Apr 03, 2006, 01:00 ET from Sean John Fragrances

    NEW YORK, April 3 /PRNewswire/ -- Sean John Fragrances, a division of
 Estee 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 Estee Lauder
 Companies; John Demsey, Global President Estee Lauder, M.A.C Cosmetics and
 Sean John Fragrances; and Diana Espino, General Manager and Vice President,
 Sean John Fragrances, attended the opening bell ceremonies at 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 Estee 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 Estee 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.

SOURCE Sean John Fragrances