Coty Prestige, a division of Coty Inc., announced it signed an agreement with MG Icon LLC, a joint venture between Madonna, Guy Oseary, and Iconix Brand Group, Inc. to launch Madonna’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 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 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.
“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.”