'Truth or Dare by Madonna' Brand Announced
Stefano Gabbana: 'Woooooooooooowwwwwwww'

Coty Inc. Announces Agreement With Madonna's MG Icon

Coty Prestige, a division of Coty Inc., announced today that it signed an agreement with MG Icon LLC, a joint venture between Madonna, Guy Oseary, and Iconix Brand Group, Inc., to launch the icon's first fragrance. The fragrance, Truth or Dare by Madonna, 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 stated to 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.'
'Madonna is the marquis addition to Coty's unrivaled brand portfolio and further establishes us as cutting edge leaders in the global beauty industry,' Bernd Beetz, CEO, Coty Inc said. '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, 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.
'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 will be a signature floral fragrance. Its unique blend of narcotic florals, balanced with addictive woods and vanilla, creates a scent that is timeless, yet contemporary, simultaneously dark and light. The bottle plays up the Truth or Dare duality - a classic and sophisticated shape, with modern and edgy detailing.
The scent will be available in a 75ml EDP ( $68 / euro 62), 50ml EDP ( $55 / euro 46), 30ml EDP ( $39 / euro 35), Body Lotion ( $28 / euro 22), and Shower Gel ( $24 / euro 21).
'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.'

From Yahoo! Finance / Picture courtesy of Coty Inc. / MG Icon


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RJ, I totally agree with you. The whole merchandising thing is just plain tacky. What next, late night info-mercials? She's the Grand Canyon, so why is she acting like a pebble on the street?


Is there some kind of holly theme behind the bottle's idea? it makes me think of Immaculate, then the cross in the middle of the "M" mmmmm......But, i would love to hear madonna's comment on her new fragance! i like that she likes to take risks on things she does, but "Music" is what she does the best! i dont care what she is putting up there to sell cloths, perfumes, wine, bla, bla. Music is what i will always admire and buy from her nothing else!!


I am sorry but the bottle looks like a coffin or a bar of soap. Moreover, these are the same people that make the cheap walmart frangrances my grandma wears but they are charging namebrand prices? nice. I am really getting disappointed with Madonna's commercial ventures. I wish she would go for quality of expression not maximum gain on expression.

Byron Monte

what about a more current name?


It looks like HOLY WATER! F that I'll wear it anyway!


what about For men?

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