Bruce Willis signs fragrance deal

Bruce Willis (55) has signed a licensing deal for a new fragrance, reports WWD.  The star is partnering with German company LR Health + Beauty Systems to create the new men’s scent.

“The Bruce Willis scent will be extremely masculine – starting from ingredients through to design – embodies every individual feature of the Hollywood star: strong, self-confident, consistent,” said the firm’s chief operating officer Tilo Ploger.

Willis joins celebs like Jennifer Lopez, Britney Spears and Sarah Jessica Parker who all have a signature fragrance on the market.

The product is due out in July.