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

Ahlen/Frankfurt, 19 June 2010 – Westphalian cosmetic manufacturer LR Health & Beauty 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, the LR company management, together with Bruce Willis, personally presented their unique fragrance creation at a press conference in Frankfurt.

Bruce Willis is one of the most successful and popular actors in the world. He is a man of many facets – versatile and authentic. Together with LR, 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.

The multi-faceted world of Bruce Willis also finds its expression in the design of the perfume bottle. A metal badge adorns the high-quality, heavy glass bottle. 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.