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MG Icon announces the launch of Truth or Dare by Madonna

 

MG Icon, the joint venture among Iconix Brand Group, Madonna and Guy Oseary announced today the launch of Truth or Dare by Madonna, the second brand to launch under the MG Icon venture.

 

Truth or Dare by Madonna will be a global lifestyle brand. The brand will initially launch with footwear, handbags, intimates, accessories and fragrance. MG Icon will exclusively partner with Macy's for the initial launch in 2012 while launching simultaneously worldwide. In 2013, the brand will be widely distributed at leading department stores in the United States.

 

Madonna stated, "Over the past several years, I have been approached countless times to create my own brand. The timing is right and I have found great partners in Iconix who can help translate my vision to reality."

 

"The interest and excitement globally for brands developed by Madonna are significant," stated Neil Cole, CEO, Iconix Brand Group, Inc. "After the highly successful launch of the junior brand, Material Girl, we knew there would be a tremendous demand for a brand that Madonna herself is the face of and that truly captures her essence."

 

The Truth or Dare by Madonna brand is aimed at Madonna's core demo, women ages 27-50 who have a timeless style and an innate sex appeal. Truth or Dare by Madonna was created to showcase the dichotomy that is Madonna, both powerful icon and feminine beauty.

 

MG Icon's, Material Girl brand, is exclusively available at Macy's in the United States and at The Bay in Canada. Since the brands inception in 2010, the brand has been rolled out to over 400 Macy's doors, 90 doors in The Bay and expanded its product offerings to include: apparel, footwear, handbags, jewelry, swimwear, intimates and sleepwear, denim, social dresses, outwear and beauty.

 

From an Iconix Brand Group, Inc. press release.

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Truth Or Dare - The Fragrance

http://www.madonnatribe.com/i_33/truth_or_dare_501.jpg

Coty Prestige announced today that it signed an agreement with MG Icon - the joint venture between Madonna, Guy Oseary, and Iconix Brand Group, Inc. - to launch the icon'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.

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.

 

Madonna stated 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.

 

"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. Its unique blend of narcotic florals, balanced with addictive 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 75ml EDP ($68 / euro 62), 50ml EDP ($55 / euro 46), 30ml EDP ($39 / euro 35), Body Lotion ($28 / euro 22), and Shower Gel ($24 / euro 21).

 

"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."

 

From a press release by Coty Inc.

  • 1 month later...

From Pud Whacker's Madonna Scrapbook :

 

http://29.media.tumblr.com/tumblr_lw3uwlnynD1qlycwjo1_500.jpg

 

http://28.media.tumblr.com/tumblr_lw3utvr4BK1qlycwjo1_500.jpg

 

This is a preview sent out to key editors as a teaser for the launch of Madonna's Truth or Dare perfume. Enclosed was a sampler bottle with the Truth or Dare logo and a blindfold designed by Kiki de Montparnasse. The kit came with a tiny vase of yellow waterlilies and a gold box.

  • 2 weeks later...

^It's really gorgeous isn't it! M cosying up to herself! Bit narcicistic but fab all the same!

 

From Pud Whacker Madonna's Scrapbook.com :

 

http://28.media.tumblr.com/tumblr_lwkwc3akuI1qlycwjo1_500.jpg

 

http://30.media.tumblr.com/tumblr_lwkwc3akuI1qlycwjo2_500.jpg

  • 3 weeks later...
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Germany's OK! Magazine talk about this..

http://www.madonnalicious.com/images/extra/2012/ok_050112_news.jpg

  • 1 month later...
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http://www.madonnalicious.com/images/extra/2012/truthordare_fragance_uk_news.jpg

Madonna's fragrance 'Truth or Dare' is launched

 

Celebrity fragrances are always a hot topic in the beauty industry. Over the past five years the market has been flooded with a vast quantity of olfactory offerings from the world’s biggest models, musicians and film stars. The result? Gentle murmurings by certain cynical types that there had been a marked turn from quality to quantity with of course lots of money making thrown in for good measure. Whether or not you agree, it was certainly true that these scents were being bought largely by fans of the star in question with much lesser general appeal.

Now however, we think things are set to change in the celebrity scent market and Mark Tranter, Fragrance and beauty buyer at Selfridges agrees. 'Celebrity fragrance is most definitely set for a resurgence - the market seems to have had a thorough clean up and the calibre of the fragrances has been raised significantly', he explains. 'The new generation of celebrity fragrance seem to have very specific launch strategies, with strong marketing campaigns and a focus on the scent itself rather than just the celebrity.' All very interesting...Right?

This morning's launch of Madonna’s much awaited 'Truth or Dare' fragrance suggested that this change is certainly a real one. Givauden perfumer Stephen Nilsen, who worked with Madonna on the creation of the scent, told us that he was truly amazed by the superstar’s talent and fascination when it came to fragrance. 'She has a remarkable ability to pick out perfume notes, even subtle ones like moss, she understood explicitly how they worked together and knew exactly what she wanted for her final product.'

Indeed, throughout last summer while her royal Madge-ness was residing in Manhatten, Stephen found himself regularly hopping in taxis and hand delivering working samples of the scent (it took 200 attempts to reach the final version), to her New York compound (yes we really did say compound), by hand. Plus the final bottle design was directly inspired by a tiny silver case that Madonna used to carry her fragrance tester vials while they were working on its production. Genius!

Most importantly perhaps, the finished scent is really quite delightful - achieving a unique and modern blend by juxtaposing innocent girly florals and heady, sexy vanilla and caramelized amber notes.

 

In the UK, Truth of Dare, from £25 will be available exclusively at Selfridges from 18th April and nationwide from May 2012.

  • 3 weeks later...
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Madonna’s cleavage is just too much for Disney-owned ABC. The network says Madonna’s ads for her Truth or Dare perfume are too racy to run and have insisted that shots of her breasts and behind be covered up. ABC execs ordered producers of the perfume ad to digitally alter offending shots of her body in the 30-second black-and-white ad, which leaked on the Internet yesterday and shows her cavorting in a low-cut corset and fishnet stockings, wearing a cross and singing over a dance beat, “I’m a bad girl.” A source told us: “ABC viewed the ad [and] came back with a list of changes. They say they want her bra digitally made bigger, and to extend higher to cover more of her chest, and her corset longer to cover more of her bottom. ABC also wants to cut another suggestive scene where Madonna writhes around.” Ironically, Madonna’s team wanted the ads to run during the shows “GCB” and “Scandal.” But even once the requested changes are made, ABC brass think Madonna’s sexy black-and-white ad can only run after 9 p.m. — oddly with the exception of daytime show “The View” (perhaps because its viewers are unshockable). Page Six earlier reported that Madonna’s video for her new song, “Girl Gone Wild,” had to be re-edited after YouTube banned it from open view and slapped it with an “18 years and over” rating because of racy content. A second source confirmed to us, “ABC has requested some changes be made to the content of the Truth or Dare perfume commercial.”
  • 2 weeks later...
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Truth or Dare VIP party with Madonna at Macy's

Macy's Herald Square in New York City is having a private gathering with Madonna as she introduces her new fragrance, Truth or Dare on Thursday, April 12 at 8 PM,

On Wednesday April 11th, be one of the first 200 customers to purchase the exclusive $151 all access "Truth or Dare?" package which includes a 2.5 fl oz eau de parfum spray, 1.7 fl oz eau de parfum spray, 6.7 fl oz body lotion, collectors edition t-shirt, deluxe version of Madonnas new album, MDNA, and Truth or Dare documentary on blu-ray disc.

 

With purchase, you will receive a VIP pass to attend this exclusive event where 10 lucky guests will ask a question of the ultimate pop icon!

 

Check out Macys.com for further info and details.

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M looked smoking hot at the launch last night

http://i.dailymail.co.uk/i/pix/2012/04/13/article-2129096-1292A2CF000005DC-120_224x374.jpg

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Madonna has launched her new fragrance, Truth Or Dare, in New York.

The Queen of Pop - who unveiled the scent at Macy's - said she had 'been trying to develop a fragrance for probably the last 15 years'.

'It's never worked out with various companies and different people and trying different fragrances,' she said. 'They never turned out the way I wanted them to smell.'

But Madonna said that was partially due to her expensive taste.

'It's the mass producing part that always gets tricky, because for some reason the fragrances that I like tend to be really expensive,' the singer said.

'One time I created a smell and I was told the amber, it was like a million dollars to ship from India or something. ...And then they tried to make (a) synthetic (version). This happens a lot and it never smells as good as you want it to smell. That's happened a couple times.'

'Finally I got a smell I like that I can mass produce. Yay!'

Truth Or Dare costs from £24.50 to £43.

From Press Association via Yahoo! News

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You can smell like Madonna now in the UK.

 

Turth or Dare by Madonna hits the UK at Selfridges today!

The brand new Truth or Dare by Madonna fragrance debuts today in the UK and is exclusively avaialble to purchase at Selfridges - and online at selfridges.com - until it hits the rest of the stores nationwide on May 2.

 

Prices start at 25.00 £ for a 30 ml Eau de Parfum, 32.00 £ for the 50 ml and £42 for the 75 ml ones. Truth or Dare body lotion £15, shower gel is £14.

  • 3 weeks later...

Just seen the advert on TV - it has Girl Gone Wild's video and music on the advert too! It was a shorter version of this:

 

Advertised all over debenhams in Oxford street huge campaign

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