WWD.com/beauty-industry-news/fragrance/bruce-willis-scent-to-make-debut-3165807/

BERLIN — Bruce Willis’ tough guy fragrance line makes its debut this week.

This story first appeared in the July 6, 2010 issue of WWD.  Subscribe Today.

The signature collection, which will be officially launched Thursday by German direct seller LR Health & Beauty Systems, includes an eau de parfum, hair and body wash, deodorant spray and after shave balm.

Willis and LR executives presented the range to the media at recent a press conference in Frankfurt. The scent’s packaging plays on the actor’s macho image — a heavy, square bottle boasts an offset metal label with trompe l’oeil rivets and a solid cedar cap, sourced from sustainably harvested wood.

“The development of my new fragrance together with the very committed and passionate LR team was really a lot of fun,” Willis stated. “The products stand for individuality, uniqueness and sustainability. That’s what convinced me and what unites me with LR.”

The action star has a personal connection to LR’s home country; Willis was born to a German mother in Idar-Oberstein in the former West Germany.

The scent is gray in color, and features notes of grapefruit, pepper and vetiver.

“I personally feel the new Bruce Willis fragrance is the manliest scent in the world,” said Tilo Plöger, chief operating officer of LR Health & Beauty Systems. Ancillary products are bottled in brown, brushed aluminum and the boxes for the line have a similar metallic gleam.

The unveiling of the scent also marked the 25th anniversary of LR, complete with a gala attended by tennis legend Boris Becker, model Marcus Schenkenberg and body-builder and actor Ralf Möller, all of whom have fragrances with LR.

LR registered beauty sales of 101.6 million euros, or $141.7 million at average exchange, last year.