Fiddy gets in on perfume rap

Hard-man rapper 50 Cent is branching out - the US star is releasing a fragrance - called 'Power by 50 Cent - in order to "capitalise on his brand potential".

Hard-man rapper 50 Cent is branching out - the US star is releasing a fragrance - called 'Power by 50 Cent - in order to "capitalise on his brand potential".

The 'Candy Shop' singer is teaming up with Lighthouse Beauty - which is made up of celebrity managers at Brand Asset Management, the stars they represent and developers of perfumes - to release the men's cologne.

"The typical musician or actor might not know much about developing a fragrance or a skin care line, but he definitely wants to capitalise on his brand potential," confirmed chief executive officer of Brand Asset Group Chris Lighty.

The fragrance will launch in US department store Macy's later this year.

This is not 50 Cent's first foray into the world of fashion and beauty.

Earlier this year, it was reported the rapper - who already has a G Unit clothing range - was creating a range of beauty products, including a moisturiser and night creams, for men who like to be spoilt.

A source said: "Fifty prides himself on having a ripped body... he's on a health kick and barely touches alcohol.

"So his range will be for the guy who likes to be pampered."

He also announced plans to create a line of vitamin-enriched pills, but refused to give further details.

50 said: "Right now, I'm interested in dietary supplements. I'll be coming up with something very soon."

In April, it was announced Rihanna, Kanye West and Jay-Z were launching their own perfumes.

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