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Bruce Willis, the fragrance

This article was originally published in The Rose Sheet

Executive Summary

Ahlen, Germany cosmetics manufacturer LR Health & Beauty is celebrating its 25-year anniversary with the release of Bruce Willis, inspired by the "Die Hard" actor. "Bruce Willis is one of the most successful and most popular actors in the world," reads the company's blog. "Men find [him] cool. Women love him." Willis met with the firm to discuss packaging and scent. The tagline for the fragrance is: "Smart guys live forever." The scent will reportedly be marketed as "the manliest scent in the world" and features notes of cedar, grapefruit and pepper. The company also markets celebrity fragrances by Leona Lewis, Heidi Klum and Boris Becker
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