The question is, will Madonna gain enough creative control over this perfume development project if it ever takes place? Madonna is said to have inked a $120 million deal with Live Nation for them to license her name. The deal might possibly include the creation of a fragrance. It is reported that Madonna has been interested in the idea for a decade but has been shopping around more thoroughly this year........
"One cosmetics executive called the possible deal with Live Nation, reported in The Wall Street Journal, "a massive casting call" that could function as a magnet for licensing suitors.
"When something is done, it'll be absolutely phenomenal and one of those rare [occurrences] that will turn the industry on its ear," said Théo Spilka, vice president of fine fragrance sales and new business development at Firmenich. He compared it with Giorgio Beverly Hills and Calvin Klein's CK One, which were standout fragrances during the Eighties and Nineties, respectively."
Not all marketing executives are that enthusiatic and optimistic about the project. Women's Wear Daily asked a large "pannel" of experts and the reasonings oscillate between the acknowledgment of her mega star power and timeless quality and concerns about her age, her aging fan base, her demanding personality, and about whether it should be seen as a nostalgic endeavor or a forward thinking one.
We say, it could be great.
She already developed at least one niche scent in the past.