“Sixth Sense” and “Die Hard” star Bruce Willis is getting some fragrance action with his first scent, a signature men’s fragrance that’s due to be launched July 1.

This story first appeared in the April 16, 2010 issue of WWD. Subscribe Today.

The new Bruce Willis scent is the result of a deal inked by the actor with German beauty direct seller LR Health & Beauty Systems. The announcement was made Thursday, the same day Willis’ latest film, the comedy “Cop Out,” hit German cinemas.

The agreement covers all markets save for North, Latin and South America, China, Japan and India.

Willis joins a cast of celebrities who have developed fragrance collections with LR Health & Beauty Systems, including model Marcus Schenkenberg, singer Leona Lewis and tennis legend Boris Becker. The company previously had fragrance deals with Christina Aguilera, whose fragrance business is now handled by Procter & Gamble Co., and Carmen Electra.

“The Bruce Willis [scent] will be extremely masculine and — starting from ingredients through to design — embodies every individual feature of the Hollywood star: strong, self-confident, consistent,” stated Tilo Plöger, chief operating officer of the Ahlen, Germany-based firm.

LR Health & Beauty Systems markets cosmetics, fragrances and nutritional supplements in 30 countries in Europe, Asia and the Pacific through a network of 300,000 independent direct sales consultants. The company is celebrating its 25th anniversary this year, and last month became the first direct sales company to join the VKE, the German Cosmetics Association.

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