LR and Bruce Willis ready to get into the action with their new fragrance creation
The countdown has started! Market launch for the new skin care series in July 2010 / Hollywood superstar Bruce Willis personally attends the official product presentation in Frankfurt
Announced in April, on the market in July: Westphalian cosmetic manufacturer LR Health & Beauty Systems GmbH has created the first perfume by Hollywood superstar Bruce Willis and will go “live” with the exclusive product series on 1 July 2010. The new fragrance and skin care set consists of Eau de Parfum, Hair&Body Wash, Deo Spray and After Shave Balm. Today, LR company management, together with Bruce Willis, personally presented their unique fragrance creation at a press conference in Frankfurt.
Bruce Willis is one the most successful and popular actors in the world. He is a man of many sides – versatile and authentic. Together with LR Health & Beauty Systems, the Hollywood star has now developed his first own perfume. In so doing, a fragrance has been created that merges his personality, expressiveness and character. For this purpose the LR team visited the actor in New York and New Orleans in order to establish the fragrance nuances and design the bottle and packaging for the very first Bruce Willis perfume.
“The development of my new fragrance together with the very committed and passionate LR team was really a lot of fun. The products stand for individuality, uniqueness and sustainability. That’s what convinced me, and what unites me with LR,” said Bruce Willis with great enthusiasm.
Dr. Jens Abend, CEO of LR Health & Beauty Systems, elaborated further on his company’s commitment: “As one of the leading European suppliers of top-quality health and beauty products, our exclusive cooperative efforts with international star Bruce Willis represents another milestone in the area of star fragrances and cosmetics. Collaboration with famous personalities is an integral element of LR’s success platform and an expression of the resolute implementation of our global growth strategy. Our success has proven us right, as we are already present in 30 countries with our quality products that are “Made in Germany”, and this new partnership is also set to be additional notable documentation of our international activities.”
Tilo Plöger, COO of LR Health & Beauty Systems, describes the new fragrance this way: “Bruce’s perfume is very masculine and from the ingredients through to the design – embodies every attribute that symbolizes Bruce Willis: strong, self-assured and single-minded.” He continues: “This was a fantastic challenge for us. I personally feel that the new Bruce Willis fragrance is the manliest scent in the world. However, the international star has many other impressive sides to him, which he reveals in both his broad range of character roles and in his private life, and which are also expressed with his unmistakable fragrance. Further, very exciting development potential awaits us.”
The multi-faceted world of Bruce Willis also finds its expression in the design of the perfume bottle. A metal badge adorns the exceptionally high-quality glass flacon, which is also heavy in the hand. The bottle top is a cap of genuine cedar wood from sustainably harvested resources. Each bottle of perfume is thus one-of-a-kind, as each wooden cap has, by nature, an individual grain. The bottle labelling has been intentionally positioned diagonally to highlight the individuality and distinctiveness of the movie star. For the packaging, LR has opted for the look of brushed aluminium and embossed riveting.
The Bruce Willis fragrance continues LR’s star concept theme: Top celebrities like Heidi Klum, Boris Becker, Marcus Schenkenberg, Leona Lewis and Michael Schumacher are already working together successfully with LR with their own fragrance and cosmetic lines.
The new Bruce Willis fragrance is available exclusively at LR as of 1 July (www.lrworld.com).
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