Coty Prestige, a division of Coty, inked an agreement with MG Icon, a joint venture between Madonna, Guy Oseary, and Iconix Brand Group, to launch the icon's first fragrance, Truth or Dare by Madonna.
The agreement with Coty marks Madonna's first fragrance. The scent will debut exclusively at U.S. Macy's in April 2012. Global distribution will follow in May 2012.
"Madonna is the marquis addition to Coty's unrivaled brand portfolio and further establishes us as cutting edge leaders in the global beauty industry," says Bernd Beetz, chief executive officer, Coty. "We are thrilled to embark on this new venture with Madonna, a global icon with unprecedented star power and cultural relevance."
"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," says Neil Cole, chief executive officer, 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."