P Diddy Launches Unforgivable Women’s Perfume
September 21, 2007 by Susan Gunelius
Filed under Marketing
I have to hand it to Sean “Diddy” Combs. This is a man with a head for business who is not afraid to extend his brand. This week, Diddy launched the first women’s perfume for his Sean John brand called Unforgivable.
To launch Unforgivable Woman with a bang, Diddy hosted a party this week that aired live on MySpace. In fact, before the perfume was even rolled-out, controversy surrounded it due to a sexually suggestive commercial starring Diddy and Jessica Gomez. That controversy created a loud buzz around Unforgivable driving awareness and interest in it.
I have to assume that sales for Unforgivable Woman will do well. Most of the brand extensions Diddy adds to his fashion line are successful. Launching a perfume made with champagne and pina colada combined with a controversial ad campaign should help get the product off the ground and running.
The only question is, do you think Diddy is getting close to oversaturating the market with his brand, or are his decisions related to his brand still good ones that have not yet diluted it?
P Diddy, like many other music artist do a lot to extend their personal and business brands. This brand awareness is built through public relations and buzz, something musicians can do very easily. The real question is, how can you use buzz marketing to establish a outside of the entertainment world? Controversy does not help create buzz in conservative fields such as banking or insurance. What must be done to develop a brand without the hype?
the smell is awsome, i don’t care what brand name is one it!
It is the most beautiful scent I have ever smelled,you go SEAN!!!!Everything you do makes me feel good. Thanks for Unforgivable,delicous!!!!
Indeed, Unforgivable has become the top-selling perfume last year. Although I’m not really a fan of it.