Coty Prestige announced today that it signed an agreement with MG Icon - the 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.
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.
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).
From a press release by Coty Inc.
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