The long-awaited perfume which will bear the signature of Madonna, perhaps the greatest pop star ever, launches in 2012. The company Coty has signed an agreement with MG Icon to launch this fragrance named Truth or Dare. The fragrance is for women from 25 to 45, with the group of 35-45 as the primary aim.
“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”, said Madonna to WWD.
Madonna was reportedly deeply involved in the process of making her perfume. She has worked with Stephen Nilsen, Givaudan perfumer, to create the composition of white flowers on an intensive gourmand background. The scent is both a light and dark, opening with notes of gardenia, creamy tuberose and neroli. The heart consists of jasmine, benzoin and white lily, based on vanilla absolute, caramelized amber and sensual musk.
The fragrance comes in two formats – as 50 and 75 ml Eau de Parfum, along with body lotion and shower gel. The campaign was photographed by Mert Alas & Marcus Piggott and art directed by Fabien Baron.