Proving that nobody markets his brand better than himself, Diddy took to the seller’s couch on the Home Shopping Network for his latest fragrance, “I Am King.”

Perched on a fur throw and looking as dapper as ever, Diddy hawked his $57 man-fragrance (it’s normally $112) to enthusiastic buyers. His charm offensive worked and the mogul proved he was a natural salesman. All 5,600 bottles of the fragrance sold out in 16 minutes.