Sean John "Diddy" Combs is set to introduce a new unisex fragrance from May 6, 2015 called 3 AM which reportedly marks his return to the perfume business as a fashion designer rather than as a celebrity...
At a time when a niche label like Serge Lutens wants to become "more lifestyle", you have other currents like this one where a celebrity brand wishes to be perceived as a designer one.
The name of the perfume is an autobiographical reference and a message of liberty,
"3 a.m. is like, not a regular person's time. It is for me, so I just want to share with people another level of freedom and truth that you have at 3 a.m. Anything can happen."
The unisex scent developed with Parlux is generally speaking said to be "extremely clean",
"One thing all my palettes have in common is they are extremely clean. I love fragrances that don't take you out of the mood."
The eau de toilette has notes of bergamot - a favorite of Combs' - mandarin, orange blossom, geranium and fig leaves.
Prices, beauty, bath and body products are: "50 ml/1.7 oz. eau de toilette for $55 and a 100 ml/3.4 oz. for $70. The collection also includes aftershave pour, shower gel, aftershave balm and a deodorant stick."