- The Washington Times - Saturday, May 26, 2007


It’s nothing but the best for Sean “Diddy” Combs and his fragrance Unforgivable Multi Platinum.

The new cologne is a limited-edition, ramped-up version of Unforgivable, which Mr. Combs introduced last year. It quickly became the top-selling men’s prestige fragrance of 2006.

“In the world of fragrances, perfumes and colognes, the actual products we use are based on ‘the juice.’ There are different grades of ‘juice,’ ” Mr. Combs says during a recent telephone interview. “This is the luxury version.”

He compares it to a fine wine: One year might be great for a particular wine, and you love it. Then you taste the wine from one of those once-in-a-decade vintages, and you go crazy for it.

Even at $65 for 2.5 ounces, $10 more than the regular version, Unforgivable Multi Platinum is likely to be in short supply.

“I’m definitely attracted to something that won’t be around a long time,” Mr. Combs says.

With notes of bergamot and iris, this scent might be more subtle than consumers would expect from Mr. Combs, who despite his fashion credentials with his Sean John clothing line, really made his mark on the world with rap music.

“I think a lot of my Sean John stuff is understated, and my style evolution has become more elegant,” he says. “I’m more in the luxury lane now.”

So what could this suave gentleman who wears an elegant cologne be missing? A female companion who wears an equally complex scent.

Unforgivable Woman will be in stores in the fall.

It’ll have notes of bergamot, grapefruit and pina colada — smells from a hot tropical night. “In fragrance, you have to have these dreams and fantasy,” Mr. Combs says.

He adds: “This is the woman that the Unforgivable man dreams about. She’s strong, a leader, sensual. She’s quiet. When you see her, you can’t stop thinking about her.”

In addition to Unforgivable Multi Platinum, other new fragrances for men this spring include:

• Attitude by Giorgio Armani. Armani calls this fragrance a “trifecta,” putting confidence, sophistication and elegance into a bottle. The top notes include Sicilian lemon and coffee bean, the heart cardamom and lavender, and the dry-down China cedar and patchouli.

• CK IN2U by Calvin Klein. This is CK’s first time to introduce companion men’s and women’s fragrances instead of a unisex one. The scent includes lime, tangelo and white cedar.

• Instinct by David Beckham. The scent aims to mimic soccer star Beckham’s signature style, which throws a contemporary twist into an otherwise classic look. Notes include bergamot, grapefruit and pimento.

• Nautica Island Voyage. The bottle, with curved glass and faceted angles, tries to evoke a sail in tropical waters, and the juice is a turquoise blue. It contains the scent of black pepper, honeydew melon, lavender and jasmine.

• Lancome Hypnose Homme. The goal is to reinterpret lavender, a traditional element of perfumery.

The top includes essence of Provencal lavender; the heart mint and bergamot; the dry-down amber and musk.

• Very Irresistible Givenchy for Men Fresh Attitude. This is the fresh, bright limited-edition cousin to the original Very Irresistible Givenchy. Smells of mint, grapefruit zest and mocha.

• Eternity for Men Summer by Calvin Klein. The twist on classic Eternity includes coriander, watermelon and anise.

• Lacoste Hot Play. A smoky scent that includes black pepper jumps out first, followed by a salty one.

• Adidas 0:01. The brand says this is for calm and confident leaders. It smells of tangerine and green pear.

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