Truth or Dare by Madonna to debut in April 2012
Pop icon Madonna has become the latest and most famous name to ink a fragrance deal with Coty Inc.
Truth or Dare by Madonna
The company’s Coty Prestige division announced that it had signed an agreement with MG Icon LLC – a joint venture between Madonna, Guy Oseary and Iconix Brand Group Inc – to create the singer’s first fragrance, Truth or Dare by Madonna, which will launch in Macy’s in April 2012, and roll out globally from May.
According to Coty, Truth or Dare will marry narcotic florals with addictive woods and vanilla, for a fragrance that is simultaneously dark and light. Meanwhile, Madonna will feature in a global print, TV and online marketing campaign produced with Fabien Baron of Baron & Baron, who has worked with her on many projects including her infamous 1992 pictoral essay Sex
“We are thrilled to embark on this new venture with Madonna, a global icon with unprecedented star power and cultural relevance,” announced Coty Inc ceo Bernd Beetz.
Madonna, the top selling female recording artist of all time, added: “I wanted to create something personal that was an expression of me but that other people could relate to as well – something honest and yet daring, hence the name Truth or Dare.”
The scent will be available in 75ml, 50ml and 30ml edps, as well as a body lotion and shower gel.