P. Diddy – a man whose $300 million urban empire includes a hip-hop record label, two restaurants and a marketing company, Blue Flame – has added yet another slash to his title… home shopping network dolly bird.
On Sunday night he spent two hours perched on the HSN sofa, flogging his new fragrance, I Am King (‘It normally retails for $112… but not here. You can get the cologne and a free travel bag for just $57.’) You won’t be surprised to hear Diddy can wax lyrical for his country (remember when he announced he was dropping the P. from his pseudonym, because ‘It’s getting between me and my fans’?). So he took to the HSN like a natural.
‘This is not a celebrity fragrance,’ said Diddy, ‘I went into the fragrance lab and designed this to a particular taste level. I have a very sensitive nose.’
And so it went on – we would have picked out more ‘best bits’ but to be honest, it’s all so deliciously over-the-tap we advise you just watch the clip. Although special mention must go to the I Am King ‘Pyramid’ (‘it’s woody, decadent and sensual moving from limes to sandalwood…’)
The highlight of the slot has to be Diana’s phone call (skip to 12 minutes 27 seconds to hear it). We want a Diddy air-hug too…
- Amy Molloy