truth or dare by madonna industry fashion founded 2011 2011 founder madonna guy oseary headquarters new york city new york united states area served worldwide products handbags footwear accessories intimates fragrances parent iconix brand group website www.truthordaremadonna.com truth or dare by madonna is a lifestyle brand by american recording artist madonna . it is 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 will be launched with handbags footwear accessories intimates and fragrances . the first product released was a fragrance of the same name released by coty inc. and launched in the united states in april 2012 exclusively to macy s departmental stores who also exclusively sold material girl in the united states and globally in may 2012 . the brand s primary demographic is 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 . madonna s main inspiration behind the perfume was her mother since her perfume s smell had always been cherished by the singer . she wanted to create a contemporary version of her mother s fragrance and collaborated with perfume maker stephen nilsen . a promotional campaign was announced for the release with madonna to be featured in print ads television and online marketing campaign . the singer would collaborate with fabien baron on the promotional activities ; baron had worked with madonna on her 1992 coffee table book sex . to deliver the perfume to beauty editors madonna enlisted two handsome male models for the job . this was followed by the first advertisement for the fragrance illustrating an image of the singer from her 2010 photoshoot with interview magazine . contents 1 background 2 development 3 fragrances 3.1 truth or dare by madonna 3.2 truth or dare by madonna naked 4 footwear 5 references 6 external links background edit in november 2011 madonna announced plans of launching her own global lifestyle brand called truth or dare by madonna ; it is her second lifestyle brand following material girl with her daughter lourdes . 1 the architect of the brand is mg icon which is a joint venture between iconix brand group inc. madonna and her manager guy oseary . the chief executive officer of iconix brand group neil cole felt that there is enough interest behind fashion brands introduced by madonna . drawing the example of the material girl brand which was already a commercial success cole believed that there would be high demand for a brand that is endoresed solely by madonna . 2 truth or dare would be initially launched with handbags footwear accessories intimates and fragrances . since the material girl clothing was aimed at teenagers madonna s targe for the brand was women in the age range of 27 50 . 1 in an interview with women s wear daily madonna stated her inspiration behind the name truth or dare over the past several years i have been approached countless times to create my own brand . the timing is right and i have found great partners in iconix who can help translate my vision to reality . 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 . 2 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 fragrances edit poster to advertise the first fragrance and photo of the perfume bottle truth or dare by madonna edit according to the ceo of coty inc. bernd beetz promotion for the brand and the perfume included madonna s feature in print ads television and online marketing campaign ; the promotional activities would be produced with fabien baron of baron & baron with whom madonna had previously worked on her 1992 coffee table book sex . 3 the print ad was shot by french vogue magazine photographers mert alas and marcus piggott . 5 a number of promotional items accompanied the perfume namely earrings lingerie bracelets and a bottle of dom p rignon champagne . also included was a vase of yellow waterlillies a gold box a blindfold designed by french painter kiki de montparnasse and a small vial of the scent . 4 in order to deliver the perfume to beauty editors for review madonna hired two handsome male models ; one dressed in white and the other in black . the one dressed in white held tuberose and gardenia in his hand while the otherin black held the white colored perfume bottle ; their costume was supposed to symbolize madonna s mother and the duality of the perfume name . gregory dellicarpini jr. from billboard magazine believed madonna to be fully aware that sexual imagery was still in demand hence she hired the male models . he concluded by saying what better way to pep up a dull day 6 in december 2011 the first advertisement for the perfume was revealed . the ad featured madonna topless and looking towards the camera with the truth or dare perfume bottle in front . the poster was created by re using images from madonna s 2010 photoshoot with interview magazine which was shot by alas and piggott . 7 jessica vince from grazia magazine complimented the ad describing the singer s look as recycle chic . the writer continued she is looking every inch the hollywood glamazon topless except for striking lipstick and her trademark crucifix plus a mass of blonde waves . and no you haven t had one too many glasses of mulled wine that is indeed herself she s cosying up to . 8 truth or dare by madonna naked edit in december 2012 a second fragrance was announced truth or dare by madonna naked . the press ad campaign featured a naked image of madonna with a back banner across her breasts with the words naked a new fragrance on it . 9 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 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 the bay and little burgundy stores in canada . 10 references edit a b morewetz kate november 21 2011 . madonna s truth or dare perfume . the huffington post . arianna huffington . retrieved december 24 2011 . a b c naughton julie ; born pete november 3 2011 . madonna to launch second lifestyle brand . women s wear daily . fairchild fashion group . retrieved december 24 2011 . a b c d press release november 4 2011 . coty inc. announces agreement with madonna s mg icon press release . coty inc. pr newswire . retrieved december 24 2011 . a b c misener jessica december 21 2011 . madonna s truth or dare fragrance sounds kind of ridiculous . the huffington post . arianna huffington . retrieved december 24 2011 . a b c hall annie november 21 2011 . truth or dare madonna s new perfume . vogue . retrieved december 24 2011 . dellicarpini jr. gregory december 2 2011 . madonna hires hot male models to deliver her scent . billboard . retrieved december 23 2011 . dellicarpini jr. gregory december 23 2011 . hooked madonna s new perfume ad & lady gaga s ponytail . billboard . retrieved december 24 2011 . vince jennifer december 23 2011 . madonna stars in the ad for her new perfume truth or dare . grazia . arnoldo mondadori editore . retrieved december 24 2011 . truth or dare by madonna naked . truth or dare by madonna official website . retrieved april 1 2012 . snead elizabeth 2012 03 12 . madonna launches a truth or dare shoe line to be sold at aldo . the hollywood reporter . retrieved march 12 2012 . external links edit official website v t e madonna albums artists influenced awards books covers cultural impact fashion brands films performances records singles songs tribute albums unreleased songs videos works on madonna studio albums madonna like a virgin true blue like a prayer erotica bedtime stories ray of light music american life confessions on a dance floor hard candy mdna rebel heart compilation albums like a virgin & other big hits you can dance the immaculate collection something to remember ghv2 remixed & revisited celebration the complete studio albums 1983 2008 soundtrack albums who s that girl i m breathless evita music video releases madonna justify my love the immaculate collection the video collection 93 99 celebration the video collection live releases madonna live the virgin tour ciao italia live from italy blond ambition world tour live truth or dare in bed with madonna the girlie show live down under drowned world tour 2001 i m going to tell you a secret the confessions tour sticky & sweet tour mdna world tour concerts and tours the virgin tour who s that girl world tour blond ambition world tour the girlie show world tour drowned world tour re invention world tour confessions tour sticky & sweet tour the mdna tour controversy rebel heart tour madonna tears of a clown films directed filth and wisdom w.e. secretprojectrevolution documentaries truth or dare in bed with madonna i m going to tell you a secret i am because we are television madonna on late show with david letterman super bowl xlvi halftime show books sex the english roses companies and brands maverick raising malawi hard candy fitness truth or dare by madonna works about madonna madonna an intimate biography madonna pre madonna she s madonna madonna like