Sean 'Diddy' Combs' I Am King Wins Fragrance Foundation 2009 FiFi Award for Fragrance of the Year Men's Luxe

NEW YORK, May 28 /PRNewswire/ -- SEAN JOHN I AM KING WINS FRAGRANCE FOUNDATION 2009 FIFI(R) AWARDS ON May 27, 2009: Sean John I Am King took home top honors at the 37th Annual FiFi(R) Awards hosted by The Fragrance Foundation at The Downtown Armory in New York City. Sean John's second men's fragrance, I Am King, was named Fragrance of The Year in the Men's Luxe category. Combs took home the same award for his first men's fragrance, Unforgivable, in May 2007.

"To receive our second award for Fragrance of the Year in the Men's Luxe category for our newest men's fragrance, I Am King, is truly a dream come true for me," Combs said. "I Am King represents my belief that whatever you believe about yourself is what you are destined to become. I believe that every man has the right to be a king, and I developed this fragrance to honor the king in every man."

I Am King combines sensual fruits and warm skin nuances to create a fragrance that is as comfortable as it is addictive. Sleek and polished, I Am King's magnetic appeal is a reflection of today's modern man -- he is the achiever, the inspirer, with the soul of a king. Just like the men who wear it, I Am King makes a statement -- embodying the true essence of the Sean John lifestyle.

Established in 1949, The Fragrance Foundation is a non-profit organization whose mission is to enhance the image of the Fragrance Industry to the public and expand the appreciation and use of fragrance in all its forms across all distribution channels in the Americas.

The Estee Lauder Companies Inc. is 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 140 countries and territories under the following brand names: Estee Lauder, Aramis, Clinique, Prescriptives, Lab Series, Origins, MAC, Bobbi Brown, Tommy Hilfiger, Kiton, La Mer, Donna Karan, Aveda, Jo Malone, Bumble and bumble, Darphin, Michael Kors, American Beauty, Flirt!, Good Skin(TM), Grassroots Research Labs, Sean John, Missoni, Daisy Fuentes, Tom Ford, Mustang, Coach, Ojon and Eyes by Design.

Sean John Fragrances

CONTACT: Donna Rapisarda, Sean John Fragrances, +1-212-572-4411,[email protected]; Stephanie Katzin, [email protected],or Melissa Gonzalez, [email protected], both of Paul WilmotCommunications for Sean John Fragrances, +1-212-206-7447

Web site: http://www.seanjohnfragrances.com//