Rap star P Diddy has taken on a new role as a shopping channel host as he tries to sell his own products.

The 40-year-old star turned on the charm to try to sell the products on the Home Shopping Network.

Talking about his men’s fragrance, he said: “This is not about smelling like me - this is about smelling clean, smelling sensual. It’s for the modern man.”

The rapper also spoke to some of the callers as he promoted the items and sold robes as well as hundreds of ladies’ perfume gift-sets.

One caller and fan of the star, Natalie Askvig, said: “It’s the cheesiest thing I’ve ever seen.”