DIDDY KNOWS HOW A WOMAN SMELLS

P. Diddy says he "knows what a woman should smell like". The rapper believes his understanding of the opposite sex will ensure his new fragrance 'Unforgivable Woman' flies off the shelves. Speaking to US chat show host Rachael Ray, Diddy said: "I know exactly what a woman should smell like, especially when they are looking to attract a mate." Diddy was left fuming when his adverts for the fragrance, which feature him putting his hand up a model's dress, were deemed to raunchy to be broadcast on US TV. He said: "I feel strongly that this movie needs to be viewed and judged by the public rather than by executives. "Some people may be uncomfortable with the sensuality and sexual content, but it is important for them to make that decision personally." He has now posted a full three-minute video version of the adverts on his MySpace page. Diddy isn't the only celebrity to have broadened his horizons by launching a perfume. Gwen Stefani, Mariah Carey, Celine Dion and Jennifer Lopez have also released their own signature scents.

DIDDY SEARCHES WEB FOR ASSISTANT

Diddy could hire you !

P. Diddy has launched a search for a new "perfect" personal assistant on the Internet. The rap star has posted a video advert on networking website MySpace asking potential applicants to upload their "video interview" for him to consider. Pictured in his New York office, he says: "Why you should be my personal assistant? What better job than to have me scream at you, go crazy, keep you up long hours, have you sleep deprived. "If this job interests you upload your video interview saying what makes you my perfect assistant." Diddy - real name Sean Combs - stresses the clips must be under three minutes long, because he "doesn't like anything long-winded". Justifying his unusual recruitment method, he says: "It's a new age, a new time, a new era. Forget coming into the office and having a meeting with me and being nervous." He completes his advert by insisting: "I'm the best and I like working with the best." Anyone interested in working for the 37-year-old 'Missing You' star just needs to upload their video interview to the video sharing website YouTube and tag it "Diddy Assistant". There have already been more than 20 applications for the job posted on the site.

SIENNA MILLER LAUGHS AT DIDDY AFFAIR

Sienna Miller has laughed off rumors she is having an affair with P. Diddy. The stunning actress was rumored to have played a part in the rap star's reported split from lover Kim Porter, the mother of his three children. However, Sienna insists she and the hip-hop star are just good friends and she is in love with someone else.She said: "It's true that I'm in love with someone, but not with P. Diddy,he's just a good friend."Pals of Sienna insist she finds the romance rumors hilarious and was secretly pleased as it took the attention away from her mystery boyfriend. One said: "Sienna just laughed when she read she was having an affair with P. Diddy. But she was happy it threw them off the scent of her real new man - who she's keeping under wraps." Sienna and P. Diddy sparked rumors of a romance earlier this month after they spent the night at a top London nightclub. The pair were together almost all evening at the rapper's post-Concert for Diana party at top nightspot Paper last Sunday P. Diddy had six security guards form a ring around his table to keep other revellers away.However, after noticing how many people were engrossed by their flirtatious antics, the pair moved to a private area of the club where they relaxed behind a curtain.

P DIDDY'S NEW EXPENSIVE LUXURY JUICE

P Diddy says his new fragrance is "luxury juice". The rapper's new scent, Unforgivable Multi-Platinum, will cost $65 for 2.5 ounces - $10 more than its predecessor Unforgivable. However, Diddy believes the "luxury grade of juice" justifies the price tag. The rapper told the USA Today newspaper: "In the world of fragrances, perfumes and colognes, the actual products we use are based on 'the juice'. There are different grades of 'juice'. "This is the luxury version. I'm in the luxury lane now." Diddy says his latest fragrance will only be available for a limited period. He explained: "I'm definitely attracted to something that won't be around a long time." Although there was no suggestion that the bergamot and iris scented fragrance will be drinkable, Diddy compared the scent to a once-in-a-decade vintage wine. The rapper also plans to launch a fragrance for women - Unforgivable Woman - which boasts notes of bergamot, as well as grapefruit and pina-colada. Combs explained: "This is the woman that the Unforgivable man dreams about. She's strong, a leader, sensual. She's quiet.When you see her, you can't stop thinking about her."Unforgivable Woman is set to hit the shelves this autumn.