• Women's Wear Daily , Friday, August 8, 2008 10:45 AM

Sean "Diddy" Combs knows he might raise a few eyebrows by calling his latest scent I Am King, but he says the phrase 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," he says.

I Am King is due as a Macy's exclusive in December before rolling out to wider distribution in February. Industry sources estimate that the scent could do upwards of $100 million globally in its first year, with about 70% of sales expected to come from the U.S. As for empowering the female sex, there will be an I Am Queen women's scent in fall 2009.

I Am King was developed by Combs and the Estée Lauder Cos.' Karyn Khoury and Trudi Loren in cooperation with International Flavors & Fragrances. Sources estimate Lauder is spending at least $10 million in the U.S. on advertising alone.

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