Following his ex-wife Demi Moore’s perfume launch, Hollywood actor Bruce Willis is entering the market with his first signature scent.

The brand behind the launch, set for July 1, has been named as the German-based LR Health & Beauty Systems, which previously released a Desperate Housewives-themed fragrance range as well as model Marcus Schenkenberg’s and singer Leona Lewis’s signature scents.

Actor Patrick Dempsey has previously released his own fragrance with Avon, and others –- such as Jude Law for Dior, and Hayden Christensen for Lacoste - have been the faces of fragrance campaigns, but the perfume announcement by the tough Bruce Willis has taken the beauty world by surprise.

His new perfume’s performance is likely to be compared to that of Moore’s first scent, Wanted, which was released by Helena Rubinstein this year.