By and  on November 4, 2011

In the cosmos of celebrity marketing, one of the ultimate icons has finally been snared.

A decade after reinventing the Hollywood-driven fragrance category, Coty Inc. has signed a licensing deal with MG Icon to produce a Madonna signature scent. And in an unusually swift show of productivity, the new partners have already created a signature scent for the superstar, called Truth or Dare by Madonna. As WWD reported Thursday, the Coty pact is the first facet of an overall Truth or Dare lifestyle brand. MG Icon is a venture between the Iconix Brand Group Inc., Madonna and Guy Oseary.

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