Rarely am I surprised when the latest pop music starlet or spoiled “actress” debuts their own fragrance. When a man does it, however, I expect it to be P. Diddy or some other such metrosexual… but Bruce Willis?

Finally, the day has come–the Bruce Willis fragrance and beauty line is set to make its world debut this Thursday. The “signature collection” from Willis, created in partnership with German company LG Health & Beauty Systems, includes an eau de parfum (cologne?), hair and body wash, deodorant, and shave balm. “I personally feel that the new Bruce Willis fragrance is the manliest scent in the world,” said Tilo Plöger, LR’s CEO. Eau de Bruce Willis contains notes of grapefruit, pepper, and vetiver. The marketing tagline? “Smart Guys Live Forever.”

Sounds appealing.