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Bruce Willis Rolling Out Signature Scent

Look for Bruce Willis' signature scent to hit the market July 1. Not to be outdone by other celeb dudes like Patrick Dempsey and Jude Law, the action-flick star has thrown the fragrance industry a curveball.

According to Women's World Daily, the rugged Willis has signed a license deal for a new fragrance with LR Health & Beauty Systems of Germany.

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