Madonna Truth Or Dare: First Fragrance

The global icon that is Madonna is to launch her first fragrance, called Truth or Dare by Madonna.

In news just in, 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 celebrated star's first fragrance.

There have been whispers for years about a scent from Madonna but nothing has ever materialised.

And now, it's finally happening.

The fragrance will debut exclusively at Macy’s in April 2012 in the United States, with global distribution beginning in May. The fragrance is set to launch in Australia in the first quarter 2012.

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.

It kinda seems like Madonna should have had a fragrance by now; indeed, it has been something on her mind for years.

Madonna said 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. Remember that one, people? Oh... well here's a reminder (see clip below).

“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. It will be a unique blend of 'narcotic' florals, balanced with addictive woods and vanilla, creating a scent that is timeless, yet contemporary, simultaneously dark and light. Of course - it has to be a mixture of contradictions... that personifies Madonna, yes?

The bottle plays up this duality – a classic and sophisticated shape, with modern and edgy detailing.

The scent will be available in a 75ml EDP, 50ml EDP, 30ml EDP, Body Lotion, and Shower Gel.

“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.”

Can't wait to see the associated hoopla and huge press garnered by the first launch in the US, and the launch in Australia.

And here is a clip from an interview with the late Richard Carlton from the Australian 60 Minutes: