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Coty Inc. Formalizes Madonna Fragrance Agreement

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By: Jamie Matusow

Editor-in-Chief


Truth or Dare by Madonna will be available in Spring 2012.
After months of speculation, Coty Prestige, a division of Coty Inc., announced that it had signed an agreement with MG Icon LLC, a joint venture between Madonna, Guy Oseary, and Iconix Brand Group, Inc., to launch the icon’s first fragrance. Truth or Dare by Madonna, will debut exclusively at Macy’s in April 2012 in the U.S., with global distribution beginning in May. The agreement with Coty marks the first time the top-selling female recording artist of all time, with more than 300 million records sold worldwide, will launch a fragrance. The scent will be a signature floral; the bottle plays up the Truth or Dare duality—a classic and sophisticated shape, with modern and edgy detailing.

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