Hip-hop singer and entrepreneur Sean Combs, known as P. Diddy, has signed up with Estee Lauder to produce a new fragrance for men. The fragrance will be called “Sean John”, by the name of clothing label owned by the hip-hop icon and will be released in fall 2005. Terms of the contract are not disclosed.

"People express themselves in many ways - through their music, through the way they dress, and also through the fragrance they choose, so deciding to make a fragrance was very natural for me," said Mr. Combs. "Creating a Sean John scent for the New America has many parallels to the way we design clothing or record great music. We look forward to exploring the possibilities with The Estee Lauder Companies. It's tremendously exciting to work with a group that is able to bring so much expertise, so much experience and so many resources to this project."

The development of the new fragrance line will be overseen by John Demsey, President of MAC, who will focus on developing Sean John while retaining his duties at MAC. One of the beauty industry's most respected senior executives, Mr. Demsey is known for adapting and setting trends, as well as his creativity and connection with the young consumer. "Sean Combs is the Great Gatsby of our time," said Mr. Demsey. "I look forward to spearheading this project and to working with Sean, a visionary whose extraordinary intuition makes people want to see, wear and listen to all that he creates."

Commenting on the deal, William P. Lauder, Chief Operating Officer of The Estee Lauder Companies, said, "This is an extraordinary opportunity to partner with one of the fastest-growing and most dynamic young fashion brands in the market, as well as with a man who has built a phenomenal reputation as a tastemaker in music, in fashion and in business. We look forward to collaborating with him and the Sean John team as they apply their vision and creativity to fragrance."