Bruce Willis's fragrance comes out in Europe today! The company that makes it is calling it the "manliest scent in the world," and claim it captures Bruce's "strength, self-assurance, and single-mindedness." However, fragrance scholars are here to prevent the public from letting such marketing dupe them into buying a crappy scent.
But can traits like confidence, humour and versatility be translated into a smell that everyone will recognise? Quite frankly, no, says Professor Tim Jacob, an expert on the olfactory system (the body's system of smell) and the psychology of smell at Cardiff University.
"Smell is about association. If lemon makes us think of freshness it's because it is a scent that has always been used in washing-up liquids and cleaning products. When scents are called floral or woody that's just a descriptive classification system, it doesn't translate into any physiological or psychological link."
So while Bruce Willis's fragrance will not make you manly, it might make you smell bad. The professor adds, "The celebrity perfume market depresses me because it is short-sighted. The fragrances are usually thrown together and sold off the back of a big name. They're simply an excuse for not trying to create something truly original and beautiful." Well, when you have a face like Bruce on the packaging, the beauty is pretty much taken care of right there.
Most Viewed Stories
Rob Kardashian and Blac Chyna Reportedly Broke Up
It’s Finally Possible to Understand What Happened to Amanda Knox
The Very Uncomfortable Experience of Rewatching Election in 2016
Outrageous Party Photos From Andy Warhol’s Factory Days
Chelsea Clinton Says She Didn’t Initially Know Her Mom Had Pneumonia Because She Was Trying to Power Through It
22 Intimate Lost Photos of Marilyn Monroe
Ask a Boss: My Co-worker Wants Everyone to Call Her Boyfriend Her ‘Master’!
This Lipstick Was Designed by a Woman Who Can See 100 Million Colors
YogaToes Cured My Lifelong Fear of Bunions
The Y Has Returned in a Big Way to YSL
From Our Partners
powered by PubExchange
The Cut’s Latest Beauty FeaturesHere’s a Very Good Argument Against Stadium Proposals
What was supposed to be a simple Yankee Stadium engagement turned into a disaster.Yes, You Can Buy a Stylish Coat for Under $200
It can be done.Extravagant Makeup Inspired by Marie Antoinette’s Insane Beauty Routine
CR Fashion Book’s latest shoot.Preschool Teachers May Be Racially Biased Against Students, a New Study Found
The findings of a new study show how deeply rooted racism may be.Ask Polly: Should I Try to Help My Alcoholic Friend?
You’ve already done all you can.Kim Kardashian Says She Developed Thick Skin for the Haters Thanks to Kanye West
She says she used to cry when mean things were said about her.Chelsea Clinton Says She Didn’t Initially Know Her Mom Had Pneumonia Because She Was Trying to Power Through It
She says she found out when her mom showed up at her apartment on September 11.Men Who Protested Ryan Lochte’s Presence on Dancing With the Stars Are Charged With Misdemeanors
Two men were charged with two counts of misdemeanors on Monday.Serena Williams Refuses to ‘Stay Silent’ About Racial Inequality
“It’s not how far we have come but how much further still we have to go.”Young Girl Calls for End to Police Brutality in Heartbreaking Speech
It’s a devastating plea.
This is what Saint Laurent looks like post-Hedi.The Most Dramatic Backstage Photos You’ll See All Fashion Month
Preview the book Landon Nordeman: Out of Fashion.Even 100 Years Ago, People Were Worried About Technology Ruining Relationships
An old cartoon echoes some very modern anxieties.This Lipstick Was Designed by a Woman Who Can See 100 Million Colors
Maureen Seberg can see so many more colors than you.Brad Pitt Skipping Premiere to Focus on ‘Family Situation’
The actor may be gearing up to tell his side of the story in the tabloids this week.Please Help Wesley Snipes Find His Leather Jacket
He will be cold without it.The President of NARAL on What Abortion Means in This Election
It signals how the candidates feel about women.YogaToes Cured My Lifelong Fear of Bunions
The stretch feels like a backbend—but for your feet.Amy Schumer Just Broke a Major Milestone for Women in Comedy
She’s the first woman to land on Forbes’s list of the highest-paid comedians.The Very Uncomfortable Experience of Rewatching Election in 2016
An ambitious woman and the angry men who want to stop her.