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The hotly-anticipated first fragrance from Madonna: Truth or Dare will be launched in the US next April |
As previously revealed on The Moodie Blog, Coty is poised to add to its celebrity stable with a fragrance from one of the biggest entertainment icons of all: Madonna. The debut scent, Truth or Dare by Madonna, will make its debut in April 2012, exclusively at Macy’s in the US. The global roll-out will begin in May; travel retail has been earmarked as a key distribution channel.
To create the fragrance, Coty Prestige has signed an agreement with MG Icon LLC, a joint venture between Madonna, Guy Oseary, and Iconix Brand Group. The agreement with Coty marks the first time Madonna, the top-selling female recording artist of all time, with more than 300 million records sold worldwide, will launch a fragrance.
“Madonna is the marquis addition to Coty’s unrivalled brand portfolio and further establishes us as cutting-edge leaders in the global beauty industry,” commented Coty CEO Bernd Beetz. “We are thrilled to embark on this new venture with Madonna, a global icon with unprecedented star power and cultural relevance.”
Madonna will be featured in a global print, TV, and online marketing campaign, produced in collaboration with Fabien Baron of Baron & Baron, with whom she was worked on many projects, including Sex, her renowned 1992 pictorial essay on sexuality.
“Madonna is an artistic phenomenon whose vision has helped define the cultural zeitgeist for nearly three decades,” commented Coty Prestige President Michele Scannavini. “Her fans around the world have an unparalleled devotion and will be eager to experience a unique, and more personal, materialisation of her talent.”
Truth or Dare by Madonna will be a signature floral fragrance. It will feature a blend of “narcotic florals, addictive woods and vanilla”, to create a scent that is described by Coty as timeless, contemporary, and simultaneously dark and light.
Truth or Dare will be available as a 75ml edp (US$68/€62), a 50ml edp (US$55/€46), a 30ml edp (US$39/€35), a body lotion (US$28/€22), and a shower gel (US$24/€21).
“Madonna is a globally recognised music and style pioneer. The debut of her first fragrance is a dynamic platform to launch her lifestyle brand, Truth or Dare by Madonna,” concluded Iconix Brand Group CEO Neil Cole. “Coty is a respected leader in the prestige fragrance industry. Their expertise coupled with Madonna’s iconic status is a powerful partnership.”
