cosmetic design 2012 - DirectBuy® of Houston TX

Celebrities 'open doors' - Cosmetics Design North America

by Andrew.MCDOUGALL@wrbm.com (Andrew MCDOUGALL)

Lovingly by Bruce Willis is the first female scent from the Die Hard star, following his first men’s cologne, which was the most successful in LR’s history, and the company hopes the latest launch will follow in the same footsteps.

“ [With a celebrity fragrance you get] a positive image transfer of the celebrity to the brand itself, as well as to the entire enterprise. And vice-versa: a classic win-win situation,” explained Tilo Plöger, COO LR Health & Beauty Systems GmbH.

Celebrity scents are often a top choice for fragrance houses and are often successful due the demand of the star and the self-marketing they are attached to.

In demand and enormously successful

“Celebrity fragrances will always have their place on the market, and there will always be a justification for this. Top stars are constantly in demand, and finely crafted fragrances in this segment have the potential to be enormously successful,”

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