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Truth or Dare by Madonna

Truth or Dare by Madonna was a lifestyle brand by American singer Madonna. It was the second enterprise from MG Icon LLC, a joint venture between Madonna, her manager Guy Oseary and Iconix Brand Group. This is the second brand from the venture after Material Girl, which is a fashion line designed by Madonna and her daughter Lourdes and launched in 2010. Initially the line launched with handbags, footwear, accessories, intimates and fragrances.

For the documentary, see Madonna: Truth or Dare.

Product type

2011

c. 2018 (2018)

Worldwide

The brand's primary demographic was women in the age range of 27–50 and its commodities would include a variety of apparel. In March 2012, the second product, women's footwear was announced to be launched in the fall of 2012 in association with ALDO Group. The first product released was a perfume of the same name, released by Coty, Inc. and launched in the United States in April 2012 exclusively to Macy's departmental stores, and globally in May 2012. Madonna wanted to create a contemporary version of her mother's fragrance, and collaborated with perfume maker Stephen Nilsen. She collaborated with Fabien Baron on the promotional activities.

Development[edit]

Cole said that the first plan for the venture includes launch of fragrance and accessories in 2012. Women's Wear Daily had reported in September 2011 that perfume manufacturing company Coty, Inc. was looking for a possible fragrance deal with Madonna.[2] A press release from the company confirmed the deal and said that the first fragrance for the brand, titled Truth or Dare, will be released in April 2012 exclusively at Macy's in the United States. Global distribution for the product would begin in May 2012.[3] Truth or Dare was confirmed in the press release as a floral perfume, and would be Madonna's first scent to be released.[3] The release also described the blend as a mixture of "narcotic florals, balanced with smells of wood and vanilla." The bottle was described in the release as "playing the Truth or Dare duality – a classic and sophisticated shape, with modern and edgy detailing".[3]


Madonna's inspiration behind the perfume was her late mother.[4] She explained that the oldest memory she cherished about her mother was the perfume she put on. Describing the scent as consisting of gardenias and tuberose, Madonna revealed that she carries that perfume everywhere she goes.[4] To create the particular smell that she had in mind, Madonna collaborated with Stephen Nilsen, who had previously produced fragrances for designers like Tommy Hilfiger, Donna Karan and Tom Ford.[5] After the scent was developed, they believed the finished product to be a modern interpretation of Madonna's mother's perfume. The top note of Truth or Dare consists of essences from gardenia and tuberose, jasmine was embedded in the middle note, and the base was a mixture of vanilla and musk.[5]

Footwear[edit]

The second product from the brand was announced in March 2012, women's footwear, through ALDO Group. The initial footwear consists of more than 60 styles, including shoes, platform shoes, flats, heels, booties and over-the-knee boots. The product is sold through Nordstrom, ASOS.com and Macy’s in the United States, Selfridges in the UK and Hudson's Bay and Little Burgundy Stores in Canada.[11]

Madonna fashion brands

Madonna and business

(archived, 11 Sep 2017)

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