Diddy says 'I AM KING,' WWD Predicts $100M
Diddy will launch 'I AM KING' fragrance, experts predict $100m
Diddy will launch his new fragrance 'I AM KING' this holiday season exclusively through Macy's Department Stores. After the exclusive run the fragrance will launch worlwide on Febrauary 9th, 2009. The industry experts at WWD are predicting that 'I AM KING' will gross $100 million it's first year. A women's version entitled 'I AM Queen' will follow next year.
Diddy explains the name and marketing concept behind 'I AM KING' in New York Magazine. He says the title is not about him but, “I Am King is a statement about all men, we are all descendents of royalty - and if we carry ourselves and respect ourselves in that manner and believe in ourselves, then we are all kings. It has nothing to do with being arrogant. I Am King is not a statement about myself - I Am King is about every man who is going to go and buy the fragrance."" He goes on to say, "You have to look at all of the images they have out about African-Americans. So when you see this image, you need to understand it's bigger than the fragrance, it's bigger than me. When a young African-American male or a young Latino male sees this image, they see this elegant sophistication and they see I Am King next to it - it hits their sense and they believe; that's what motivates me when I'm taking the pictures. Yeah, we definitely do wear jeans that sag off our ass, we definitely like our music loud, but we're also very intelligent, very smart -- you know, as they say about Barack Obama, we're also very articulate. Yes, we speak well and we can also wear tuxedos. And we also smell good."
The ads will feature Diddy in sophisticated, James Bond-like scenes.
'I AM KING' is expected to retail at $57 for the 1.7 oz. and $74 for the 3.4 oz.
Meanwhile you can see Diddy's show 'I Want to Work for Didd'y' on Mondays at 9 PM on VH1 and “Making the Band 4” returns to MTV on August 19th.
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