Coty Prestige will produce a Madonna fragrance, dubbed Truth or Dare by Madonna, for launch in April 2012.
Macy’s will be the ﬁrst to début the fragrance in the US, with global distribution following in May.
This is Madonna’s ﬁrst fragrance. The pop icon told Women’s Wear Daily, ‘I have always been obsessed by fragrance and for years 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 campaign will span print, TV and the internet. It will be produced in collaboration with acclaimed creative director Fabien Baron, who worked with Madonna on her controversial 1992 pictorial book, Sex.
Truth or Dare by Madonna will blends ﬂorals with woods and vanilla. Coty calls it ‘simultaneously dark and light.’
The scent will be available as eau de parfum in 75 ml ($68 or €62), 50 ml ($55 or €46), and 30 ml ($39 or €35) sizes, or as a body lotion ($28 or €22), or shower gel ($24 or €21).
Bernd Beetz, CEO of Coty Inc., said in a release, ‘We are thrilled to embark on this new venture with Madonna, a global icon with unprecedented star power and cultural relevance.’
In the same release, Michele Scannavini, president of Coty Prestige, said, ‘Madonna is an artistic phenomenon whose vision has helped define the cultural Zeitgeist for nearly three decades. Her fans around the world have an unparalleled devotion and will be eager to experience a unique, and more personal, materialization of her talent.’
The agreement was signed today between Coty and MG Icon LLC, a joint venture between Madonna, Guy Oseary, and Iconix Brand Group, Inc.