Madonna to launch a fragrance

Madonnna will be launching her second clothing line, called Truth or Dare Photo: Rex

 

Madonna has finally succumbed to the money-spinning allure of perfume-making as Coty have just announced a collaboration with the iconic singer. The star's new perfume even has a name already - Truth or Dare by Madonna - and will be unveiled in the UK in May 2012 after debuting exclusively at Macy's in America the previous month.

"I have always been obsessed by fragrance," Madonna revealed to Women's Wear Daily when the announcement was made by Coty. "And for years I 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".

Last week it was revealed that the 53-year-old is adding to her Material Girl fashion label with Truth or Dare - a lifestyle range aimed at a more mature customer, and plans to roll out footwear, handbags and intimates under the name, which was the title of her controversial In Bed With Madonna documentary.
Madonna to launch Truth or Dare lifestyle label
 
The fragrance will be floral - a mix of narcotic flowers, balanced with addictive woods and vanilla blended to create a scent that is timeless, yet modern, and dark and light by turns. The bottle plays up this duality, being a classic and sophisticated shape, with edgy detailing.

And, as might be predicted, the star is definitely not dipping a toe into the fragrance market, as her debut scent - initially an Eau de Parfum - will be supported by complementary bath and body ancillary products (body lotion and shower gel).

Madonna will promote the fragrance herself, featuring in a global print, TV and online marketing campaign produced with Fabien Baron of Baron & Baron who she has worked with on many projects including "Sex," her renowned 1992 pictorial essay on sexuality.

Bernd Beetz, CEO of Coty Inc, remarked that Madonna is the marquis addition to the company's brand portfolio, and that Coty "are thrilled to embark on this new venture with Madonna, a global icon with unprecedented star power and cultural relevance".