11.04.11
After much speculation, singer and pop icon Madonna announced she will launch her first fragrance, Truth or Dare by Madonna, with Coty next year. Coty Prestige, a division of Coty Inc., released a press statement today announcing that it signed an agreement with MG Icon LLC, a joint venture between Madonna, Guy Oseary and Iconix Brand Group Inc.
The fragrance will debut exclusively at Macy's in April 2012 in the United States, with global distribution beginning in May. 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 unrivaled brand portfolio and further establishes us as cutting edge leaders in the global beauty industry. We are thrilled to embark on this new venture with Madonna, a global icon with unprecedented star power and cultural relevance," said Bernd Beetz, CEO, Coty Inc.
"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," Michele Scannavini, President, Coty Prestige said.
Truth or Dare by Madonna is a signature floral fragrance, composed from gardenia, tuberose and neroli, with jasmine, benzoin tears, white lily petals, vanilla absolute, caramelized amber and sensual musk aura. Its unique blend of narcotic florals, balanced with addictive woods and vanilla, creates a scent that is timeless, yet contemporary, simultaneously dark and light, according to Coty. The bottle plays up the Truth or Dare duality – a classic and sophisticated shape, with modern and edgy detailing. It will be available in a 75ml EDP ($68), 50ml EDP ($55 ), 30ml EDP ($39 ), Body Lotion ($28 ), and Shower Gel ($24).
"Madonna is a globally recognized music and style pioneer. The debut of her first fragrance is a dynamic platform to launch her lifestyle brand, Truth or Dare by Madonna," commented Neil Cole, CEO, Iconix Brand Group. "Coty is a respected leader in the prestige fragrance industry. Their expertise coupled with Madonna's iconic status is a powerful partnership."
Madonna will be featured in a global print, television, and online marketing campaign produced in collaboration with Fabien Baron of Baron & Baron who she has worked with on many projects including "Sex," her renowned 1992 pictorial essay on sexuality.
The fragrance will debut exclusively at Macy's in April 2012 in the United States, with global distribution beginning in May. 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 unrivaled brand portfolio and further establishes us as cutting edge leaders in the global beauty industry. We are thrilled to embark on this new venture with Madonna, a global icon with unprecedented star power and cultural relevance," said Bernd Beetz, CEO, Coty Inc.
"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," Michele Scannavini, President, Coty Prestige said.
Truth or Dare by Madonna is a signature floral fragrance, composed from gardenia, tuberose and neroli, with jasmine, benzoin tears, white lily petals, vanilla absolute, caramelized amber and sensual musk aura. Its unique blend of narcotic florals, balanced with addictive woods and vanilla, creates a scent that is timeless, yet contemporary, simultaneously dark and light, according to Coty. The bottle plays up the Truth or Dare duality – a classic and sophisticated shape, with modern and edgy detailing. It will be available in a 75ml EDP ($68), 50ml EDP ($55 ), 30ml EDP ($39 ), Body Lotion ($28 ), and Shower Gel ($24).
"Madonna is a globally recognized music and style pioneer. The debut of her first fragrance is a dynamic platform to launch her lifestyle brand, Truth or Dare by Madonna," commented Neil Cole, CEO, Iconix Brand Group. "Coty is a respected leader in the prestige fragrance industry. Their expertise coupled with Madonna's iconic status is a powerful partnership."
Madonna will be featured in a global print, television, and online marketing campaign produced in collaboration with Fabien Baron of Baron & Baron who she has worked with on many projects including "Sex," her renowned 1992 pictorial essay on sexuality.
