The 37th annual Fragrance Foundation 2009 FIFI(R) Award on May 27 went to Sean John for his latest “I am King” fragrance.

Combs’ new fragrance is following the winning trend set by his first fragrance, Unforgivable; released in May 2007 which took the same award at the time.

To receive our second award for Fragrance of the Year in the Men's Luxe category for our newest men's fragrance, I Am King, is truly a dream come true for me, Combs said.

I Am King represents my belief that whatever you believe about yourself is what you are destined to become. I believe that every man has the right to be a king, and I developed this fragrance to honor the king in every man”. He added.