A joint venture between Coty Prestige and MG Icon LLC to create Madonna‘s first fragrance has just been announced. The new scent, Truth or Dare by Madonna, will debut exclusively at Macy’s in April 2012 before the global distribution begins in May.
Available in a 75ml, 50ml and 30ml eau de parfum priced at $68, $55 and $39 respectively, a body lotion ($28) and shower gel ($24) will also be on offer. The scent is based on floral notes with a blend of woods and vanilla. Madonna will be featured in a global print, TV and online marketing campaign produced in collaboration with Fabien Baron of Baron & Baron with whom she has worked on many projects including Sex, her renowned 1992 pictorial essay on sexuality.