Singerhas officially launched her signature fragrance Truth Or Dare by Madonna at Macy's Herald Square on April 12, 2012 in New York City.
For the event, the 53-year-old Material Girl wore a daring lacy gown baring her legs with three-quarter sleeves with a scalloped edge, echoed on the plunging V-neckline, accessorizing with a diamond-encrusted cross pendant, skull and crossbones earrings and black peep-toe pumps.
The fragrance is actually part of her new brand dubbed Truth or Dare, which will feature handbags, footwear, lingerie, accessories and her debut fragrance Truth or Dare by Madonna, which caters to her fans who are closer to her both in age and spirit.
Macy’s has already been carrying Madonna’s Material Girl fashion label, which is geared towards teens and co-designed with her daughter Lourdes.
Truth or Dare by Madonna was formulated by Stephen Nilsen of Givaudan, to appeal to women in their late twenties through fifties who have a “timeless style” and an “innate sex appeal.”
Madonna signature floral fragrance has top notes of neroli, gardenia and tuberose, a heart of jasmine, benzoin and white lily, and a base of vanilla absolute, caramelized amber and sensual musk.
To house her fragrance, Madonna chose an opaque white octagonal bottle with overt religious design and detailing featuring a cross symbol on top of an “M” for Madonna.
Madonna says the fragrance was inspired by her mother Madonna’s love of gardenias and tuberoses, which to her is an intoxicating mixture that was at once “feminine and mysterious.”
The Material Girl said she wanted to re-create that scent, but make it fresh and contemporary, honest yet daring, which led to her naming the fragrance “Truth or Dare.”
Truth or Dare was also the name of her 1991 documentary film that chronicled Madonna’s 1990 Blond Ambition World Tour and reportedly grossed over $29 million.
Her fragrance and toiletries line includes an Eau du Parfum 75ml for $68, 50ml $55, 30ml $39, Body Lotion $28, and Shower Gel for $24, sold exclusively at Macy’s.
With a $151 purchase from the fragrance line, Macy’s throws in a signed Truth or Dare T-shirt, a deluxe copy of Madonna’s new album, “MDNA,” and the 1991 “Truth or Dare” documentary on Blu-ray disc.
Since it launch in the US at end of March 2012, the Truth Or Dare by Madonna will enter international markets beginning in May, including the U.K., France, Asia and the Middle East, raking in around $60 million at retail.
Per WWD, over a third of the sales are expected to take place within the United States with Macy’s as the exclusive retailer. Take a look at the slide show of Madonna at her fragrance launch…