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).
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"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."
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About "Coty":
"Coty" was created in Paris in 1904 by Francois Coty who is credited with founding the modern fragrance industry.
Today, "Coty Inc." is a recognized leader in global beauty with annual net sales of over $4 billion. Driven by an entrepreneurial spirit, passion, innovation and creativity, "Coty Inc." has developed an unrivaled portfolio of notable brands and delivers its innovative products to consumers in 90 markets worldwide.
source: prnewswire
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