Last November, we revealed that Madonna would release a Truth or Dare fragrance, and now the promotional video has come out on the eve of its April launch.
The advertisement shows the 53-year-old singer before a soft-focus lens, wearing lingerie, reminiscent of some of her earlier videos.
As with her coffee-table book Sex, famed creative director Fabien Baron has had collaborated on the new advertisement. Mert Alas and Marcus Piggott (Mert & Marcus) directed, and it was ﬁlmed at Pier 59 Studios in New York City.
The music is a remixed version of ‘Girl Gone Wild’.
The fragrance was created in tribute to Madonna’s mother, who died of breast cancer in 1963.
Madonna said in a release, ‘My oldest memory of my mother is her perfume. I carry it with me everywhere. She always smelled like gardenias and tuberose, an intoxicating mixture [that was] feminine and mysterious. I wanted to re-create this scent, but with something fresh and new about it as well. Something honest and yet daring—hence the name Truth or Dare.’
Stephen Nilsen collaborated on the actual perfume. The scent 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).
The commercial will début on the Macy’s Herald Square Jumbotron in New York City on April 2, and will air on television beginning April 3 in the US, UK, Canada, and Australia.
Garren styled Madonna’s hair, while Stéphane Marais did her make-up, and Ludivine Poiblanc styled.