It wasn’t too long ago when hip hop mogul Sean Combs (aka Puff Daddy, P Diddy) released his own signature fragrance for men called Unforgiveable under the Sean John label. The first set of advertisements to promote the cologne was this picture – himself with two women wrapped in bed sheets.

Well, he did get the public’s attention with the overtly sexual and racy advertisements. Eventhough fragrance leader Estee Lauder stood by the “true spirit and representation” of Unforgivable, they started a brand new campaign that was deemed more “store friendly”.

Looks like Diddy showed them all what it takes to be number one. He just won the most coveted and prestigious Men’s Fragrance of the Year Award at the 2007 Fragrance Foundation Awards (the Oscar of fragrances) beating favourites like Ralpha Lauren and Calvin Klein.

I can’t wait to see how well he does when he launches the female perfume version of Unforgivable in September.