Sean Combs was set to launch his first fragrance, Unforgivable, through Estée Lauder. My job? To build the entire Sean John Fragrances brand from the ground up, from bottle design, packaging, branding elements, visuals, and website to copy and selling notes. After the launch of Unforgivable, we engineered the rollout of Unforgivable Phase 2 (Woman, Platinum, and Black). Unforgivable became Federated’s best-selling fragrance for 2006, a first for a men’s fragrance, and the most successful men’s fragrance launch in Estee Lauder history. Winner of the 2006 FiFI award for best men’s fragrance launch and bottle/packaging design.