Sean John's "I Am King"

By: Errol Mars

Sean Combs latest men’s fragrance, will be launched exclusively at Macy’s in December before rolling out to wider distribution in February.

I Am King the new men's fragrance from Sean Combs will be available exclusively in the U.S. at Macy’s and in the U.K. at Debenhams in December. These stores will have exclusive distribution of the new fragrance until February, wwd.com reports.

“I believe in positive affirmations. If I say, ‘I am not going to succeed, I’m a loser,’ then that’s what I am going to be. If we say we’re kings and we say we’re queens, that’s what we’re going to be. 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.”

Industry sources are expecting I Am King to do $100 million in first year sales, continuing Comb's dominance of men's fragrances.

“I Am King is a statement about all men,” said Combs, told WDD. “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.”

Developed by Combs and the Estée Lauder Cos.’ Karyn Khoury and Trudi Loren in cooperation with International Flavors & Fragrances, the I Am King collection will include eaux de toilette in two sizes, 1.7 oz. for $57 and 3.4 oz. for $74; a 3.4-oz. aftershave balm, $54; a 6.7-oz. shower gel, $25, and a 2.5-oz. deodorant, $18. The eaux de toilette will bow exclusively in the U.S. at Macy’s and in the U.K. at Debenhams in December, along with a Macy’s-only I Am King Limited Edition — a 3.4-oz. scent in a signed Lucite case with a storybook of ad visuals for $100. In February, the eaux de toilette and aftershave will roll out, with the shower gel and deodorant slated to be on counter in May.