Sean “P/not P Diddy” Combs never does things by halves. Whether it’s rap, acting, fashion design, assault charges, fathering illegitimate children, or releasing fragrances, the man makes his mark. And Diddy hopes his new fragrance, I Am King, will be assertive enough to be a popular success in an economic climate where people are more like to be comparison shopping for cases of cat food at Sam’s Club than wasting their precious cash on celebrity scents. One source describes I Am King as a mélange of “a proprietary Imperial French berry note, premium champagne, cooling Mediterranean water and Key lime pie,” but Diddy has revealed that the scent has a more personal origin:

‘I was smelling my breath one day and I was like, This would make a great fragrance.’ And just what was that scent he smelled on his breath? Blackberry Bubble Yum.”

It’s easy to imagine all sorts of much worse things that might be on P (or no P) Diddy’s breath, so this really might have been much worse. Still, Diddy is on record as saying that if a man and woman are on an elevator, the man’s scent ought to linger for five floors after he gets off. All things considered, I Am King might make the perfect Christmas gift for that fashion-challenged guy you hope never to be trapped on an elevator with.