Nominated against Ralph Lauren & Calvin Klein, Diddy becomes the First African American male in history to win the prestigious Fragrance Foundation (Fifi) Award for his #1 Selling Fragrance, Unforgivable.

The Fifi awards are the Oscar's of the fragrance industry.

Also, this week NPD released the annual reporting of fragrance sales revealing that Unforgivable is #1 for the year. Unforgivable beat all other fragrances both men's and women's'; a rare feat for a men's fragrance.

After Unforgivable launched as #1 in the U.S. and the U.K, the fragrance has maintained record breaking sales' numbers throughout the year. Unforgivable Woman will launch this September in conjunction with the Sean John Women's clothing line.

Sean "Diddy" Combs was recently declared "One of the Most Influential Businessmen in the World" by Time Magazine and CNN. As Chairman of Bad Boy Worldwide Entertainment Group (BBWEG), he oversees one of the world's preeminent urban entertainment companies, encompassing a broad range of businesses including recording, music publishing, artist management, television and film production, recording facility, apparel and restaurants. With a collection of businesses whose annual sales exceed $500 million annually and an employee base of over 300, Diddy played a major role in the popular appeal of urban entertainment.

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