Coty Prestige, a division of Coty Inc. – the world’s largest fragrance company, will launch Madonna’s first fragrance “Truth or Dare by Madonna”.
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.
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 classical and timeless and yet modern. My oldest memory of my mother is her perfume. I carry it with me everywhere.
She always smelled like gardenias and tuberose, an intoxicating mixture [that was] feminine and mysterious. I wanted to re-create this scent, but with something fresh and new about it as well. Something honest and yet daring – hence the name Truth or Dare.
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. Mert Alas and Marcus Piggott shot the print ads. TV has not yet been filmed.
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