Coty Prestige, Madonna ink deal to launch Truth or Dare by Madonna fragrance at Macy's

NEW YORK — Coty Prestige, a division of Coty, has inked a deal with MG Icon, a joint venture between Madonna, Guy Oseary and Iconix Brand Group, to launch Madonna’s first fragrance.

The fragrance, Truth or Dare by Madonna, will exclusively debut at Macy's in April 2012 in the United States, with global distribution beginning in May.

"Madonna is the marquis addition to Coty's unrivaled brand portfolio and further establishes us as cutting edge leaders in the global beauty industry," Coty CEO Bernd Beetz 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," Coty Prestige president Michele Scannavini said.

Truth or Dare by Madonna will be a signature floral fragrance.  Its blend of florals, balanced with 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 75-ml EDP ($68), 50-ml EDP ($55), 30-ml EDP ($39), body lotion ($28) and shower gel ($24).