The queen of gay icons is to launch her own fragrance, Coty Prestige Inc. have announced today. The Madgesterial mistress of self promotion, Madonna, is releasing Truth or Dare with the cosmetics giant who list Jennifer Lopez, Gwen Stefani and interesting headgear fan, Sarah Jessica Parker amongst their other celebrity collaborators.

The joint venture between Madonna, Guy Oseary, and Iconix Brand Group, Inc. (Nasdaq: ICON), will result in a fragrance debut exclusively at Macy’s in April 2012 in the United States, with global distribution beginning in May.

This is Madonna’s first foray into the world of fragrance. The queen of reinvention and the top selling female recording artist of all time, with more than 300 million records sold worldwide, has found global success with non-music projects such as adult and children’s books and high profile collaborations with fashion designers such as Jean Paul Gaultier.

Madonna stated to Women’s Wear Daily, “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 honest, and yet daring, hence the name Truth or Dare.”

Bernd Beetz, CEO, Coty Inc said. “We are thrilled to embark on this new venture with Madonna, a global icon with unprecedented star power and cultural relevance.”

The superstar herself will be featured in a global print, television, and online marketing campaign produced in collaboration with Fabien Baron of Baron & Baron who she has worked with on many projects including “Sex,” her renowned 1992 pictorial essay on sexuality.

“Madonna is an artistic phenomenon whose vision has helped define the cultural zeitgeist for nearly three decades.  Her fans around the world have an unparalleled devotion and will be eager to experience a unique, and more personal, materialization of her talent,” Michele Scannavini, President, Coty Prestige said.

The fragrance itself will be a “unique blend of narcotic florals, balanced with addictive woods and vanilla, creates a scent that is timeless, yet contemporary, simultaneously dark and light. The bottle plays up the Truth or Dare duality – a classic and sophisticated shape, with modern and edgy detailing.”

For more info on the juice and the ‘science bit’ visit the blisteringly brilliant Basenotes.net.

The scent will be available in a 75ml EDP ($68 / €62), 50ml EDP ($55 / €46), 30ml EDP ($39 / €35), Body Lotion ($28 / €22), and Shower Gel ($24 / €21).

I for one am incredibly excited about smelling Madonna…

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