Diddy unveils new fragrance I Am King

Hip-hop and fashion mogul, Sean 'Diddy' Combs has sent a bottle of his new fragrance, I Am King, to President-elect Barack Obama. The recording artist dedicated his new cologne to Mr Obama, Muhammad Ali and Martin Luther King, praising the "positive messages" they embody. "I am King is a celebration of men, It's that positive good in all of us," he said. "Like Barack Obama - he to me exemplifies what this fragrance is about. Muhammad Ali, Martin Luther King, they exemplify what this fragrance is about, and we all have some of that in us." Combs celebrated his 39th birthday the same day Barack Obama won the US presidency, and hails the President-elect as someone who is changing the landscape of race relations in America. "I can't even express in words what it has done for the self-esteem of young, of all, young and old African Americans, for the healing process," Combs said. "This went a long way in the healing process and our self-confidence." Combs said he is yet to hear back whether his pre-Inaugural Day gift he sent Mr Obama has been received. I am King is Combs' second fragrance after 2006's Unforgivable for men and women.

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ITN | December 5, 2008

Tags:. .martin. .changing. .self. .pre. .selfconfidence