BEAUTY CARE

Coty Prestige, Madonna ink deal to launch Truth or Dare by Madonna fragrance at Macy’s

BY Antoinette Alexander

NEW YORK — Coty Prestige, a division of Coty, has inked a deal with MG Icon, a joint venture between Madonna, Guy Oseary and Iconix Brand Group, to launch Madonna’s first fragrance.

The fragrance, Truth or Dare by Madonna, will exclusively debut at Macy’s in April 2012 in the United States, with global distribution beginning in May.

"Madonna is the marquis addition to Coty’s unrivaled brand portfolio and further establishes us as cutting edge leaders in the global beauty industry," Coty CEO Bernd Beetz said. "We are thrilled to embark on this new venture with Madonna, a global icon with unprecedented star power and cultural relevance."

Madonna 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," Coty Prestige president Michele Scannavini said.

Truth or Dare by Madonna will be a signature floral fragrance.  Its blend of florals, balanced with 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.

The scent will be available in a 75-ml EDP ($68), 50-ml EDP ($55), 30-ml EDP ($39), body lotion ($28) and shower gel ($24).

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Sally Beauty bolsters international footprint via acquisition

BY Antoinette Alexander

DENTON, Texas — Beauty supply retailer Sally Beauty Holdings has bolstered its presence in Europe by acquiring Kappersservice Floral B.V. and two related companies, Hair Zone B.V. and Exphair B.V. (the “Floral Group”).

“The acquisition of Floral Group is another important step in expanding our international footprint,” stated Gary Winterhalter, CEO of Sally Beauty Holdings. “We believe Floral Group is an exceptional addition to our business. It is the largest professional beauty supply group in the Netherlands and brings us an outstanding format to broaden our reach in serving both the professional and retail customers in Europe. This acquisition is highly complementary with our existing Belgium based Pro Duo business.”

The Floral Group is headquartered in Eindhoven, Netherlands and had its start more than 60 years ago. The companies operate three concepts in the beauty industry and serve the professional and retail consumer through 19 stores and 33 direct sales consultants.

The acquisition is expected to be neutral, post integration costs, to Sally Beauty Holdings’ earnings per share in fiscal 2012.

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Romane Fragrances rebrands to Tru Fragrance

BY Antoinette Alexander

CHICAGO — Romane Fragrances, which creates, manufactures, launches and markets private-brand fragrances for retailers worldwide, has changed its name to Tru Fragrance and launched a new website at TruFragrance.com.

In addition to changing its name and launching a new website, Tru Fragrance will move into new headquarters located just west of Chicago, complete with state-of-the-art showroom, a warehousing and distribution facility, and a creative development center.

“Our rebranding initiative — our mission, really — is about telling the true story of fragrance and the enormous power it holds in helping retailers amplify their brand and bolster their bottom line,” stated Monte Henige, CEO of Tru Fragrance. “The name Tru Fragrance is a better reflection of who we are — a company that understands the intricacies and dynamics of the fragrance space, as well as the needs of the retailer, and is hugely passionate about how custom scents and branded product extensions create genuine connections with consumers.”

Under the new Tru Fragrance moniker, the company will merge four decades of industry knowledge and consumer insights with a modern approach that is designed to harness the romance and fashion required to successfully develop and market private-label fragrances today, the company stated. Tru Fragrance indicated that it drives this process by using proprietary research and key learnings from partnerships with more than 75 brands.

“Fragrance is an essential beauty product that emotionally and magically connects to a person, unveiling their true personality and passion points,” added Paul Leroue, chief marketing officer. “At the same time, retailers today are looking for transparent and pure ways to engage with consumers. The daily ritual of putting on perfume or cologne creates an ongoing touch point that very few products provide, making it one of the most consistent and intimate connections any brand can make.”

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