The new fragrance by Sean John exudes "unstoppable strength and sensual freshness" and was announced as a refreshing, sexy fragrance with a dangerous composition that accelerates the pulse. The composition is vibrant and dynamic, created of citruses, vibrant floral notes and fresh accords of tonic. At 3AM anything is possible, according to the brand! "It’s 3 AM. When the world is at its most raw, and people their most uninhibited. This is when you do everything that’s wrong because it all feels so right.

Sean John is the fashion label by American musician and hip-hop tycoon Sean Combs (aka Puffy, Puff Daddy, P. Diddy, Diddy). The company takes its name from Combs' first and middle names. Sean Combs is a multi-Grammy-award winning recording artist and record producer responsible for some of the largest-selling hip-hop recordings of the late 1990s and early 21st century. He established his own record label, Bad Boy Records, in 1993, whose most successful artist after Combs himself is the late rapper The Notorious B.I.G. In addition to his own success as a recording artist, Combs has produced records for a series of successful artists including Mary J. Blige, Mariah Carey, Usher and Aretha Franklin. Combs is also an actor who has worked in films, in television shows and on Broadway. Sean John Clothing, Inc. was founded in 1998 with a goal of producing high-quality, well-made sportswear with a fashion forward, urban sensibility. The clothing is organized into categories called Sean John, Bad Boy Sportswear, Sean John Tailored and Sean John Accesories. Products offered include suits, knitwear, bottoms, outerwear, accessories, shirts, ties, hats and denim. The label has enjoyed tremendous success, with annual sales exceeding $100 million, and multiple fashion design nominations. In 2004, the Council of Fashion Designers of American awarded Sean John the Men's Designer of the Year award. Sean John's fragrances are produced in collaboration with M.A.C., an Estee Lauder company. The first Sean John fragrance, men's Unforgivable, was launched in 2006.