The Evolution Of Men's Fragrances: Are Colognes Still Relevant?

Do men still wear cologne? The answer is yes, and it's a big yes. While the percentage of men who wear cologne varies across the world, it is safe to say that a significant number of men still wear cologne. For example, in the US, 63% of men wear cologne occasionally, 23% wear it all the time, and 55% according to a report from market researcher Mintel.

The practice of wearing cologne has evolved, and modern etiquette now dictates how, when, and where to wear a fragrance. While some traditional rules still apply, such as less is more, other rules have become more flexible, such as not strictly adhering to seasonal fragrances.

Cologne continues to be a powerful tool in a man's arsenal, enhancing his attractiveness and confidence. It is an invisible part of his personal style, leaving a memorable impression on others and fostering deeper emotional connections.

With the right cologne, a man can make a distinctive statement, exude elegance and sophistication, and showcase his unique personality and preferences.

Why don't more men wear cologne?

Despite cologne offering numerous benefits, from making men more attractive to boosting their confidence, 80% of men do not wear fragrance regularly. This begs the question: why don't more men wear cologne?

Firstly, it may be due to a lack of basic information and education about fragrances. Many men who use colognes and perfumes do so because they had a male role model who introduced them to it. In the US, the fragrance industry is dominated by women, and as a result, most men are ignorant of the terminology and intimidated by the complex world of fragrances. This lack of knowledge and familiarity with cologne could be a significant factor in why more men don't wear it.

Secondly, there is a strong fear of overusing fragrance and the potential repercussions for one's reputation. No one wants to be known as overpowering or overwhelming due to excessive cologne use. The desire to avoid social embarrassment and negative attention may deter men from wearing cologne.

Additionally, the rules and etiquette surrounding fragrances have become more flexible and less clear-cut, making it confusing for men to navigate when, where, and how much cologne to wear. For example, while it is generally encouraged to wear whatever fragrance one likes, it is also important to be occasion-appropriate. Knowing what scents are suitable for different occasions, such as job interviews, dates, or the office, can be challenging and may discourage men from wearing cologne altogether.

Furthermore, the open-plan office environment has brought new sensitivities regarding fragrances. While some may admire your choice of cologne from a distance, they may not want to be exposed to it in close proximity for an extended period. This can make men hesitant to wear cologne, especially in professional settings.

Lastly, the cost of cologne, especially niche fragrances, can be a barrier for some men. With prices ranging from $25 to hundreds of dollars per bottle, and the need to build a collection to suit different moods and occasions, the financial investment required may deter men from purchasing and regularly wearing cologne.

How much cologne is too much?

Cologne is an invisible part of a man's personal style, and it can have a powerful effect on how people see and remember him. It can increase a man's attractiveness and confidence. However, too much cologne can be overwhelming and often unpleasant for the wearer and those around them. So, how much cologne is too much?

The key to wearing cologne is to strike a perfect balance, where your scent is subtle yet inviting. The general rule is "less is more". Start with one or two sprays of cologne, and work your way up to four or five sprays if you want a stronger scent. It is better to err on the side of caution with too little rather than too much.

The number of sprays may also depend on the occasion. For example, in an office setting, it is advisable to be conservative with cologne usage. On the other hand, for a party or dinner, a stronger scent may be more appropriate.

Another factor to consider is the type of cologne you are using. Different colognes have different concentrations of perfume oils, which affect their strength and longevity. Cologne, or Eau de Cologne, typically contains 2-4% perfume oil and lasts for about 2 hours. Eau de Toilette, which is slightly stronger, can last up to 7 hours.

When applying cologne, it is important to target pulse points like the wrists, neck, inner elbows, and chest. These areas are warmer and will help project the scent for a longer duration. Avoid rubbing the cologne into your skin, as this can change or diffuse the scent. Instead, spray it directly onto the skin and allow it to dry naturally.

Additionally, it is recommended to test new colognes on your skin before purchasing. Fragrances can smell different on different people, so it is important to see how it interacts with your natural body odour.

In summary, the amount of cologne that is too much depends on the occasion, the type of cologne, and individual preferences. However, as a general guideline, starting with a small amount and gradually increasing until you reach a subtle, inviting scent is usually the best approach.

What are the different types of cologne?

There are six primary types of cologne, each with different fragrance concentrations and uses. These are:

Parfum

Parfum is the most concentrated type of cologne, with a fragrance concentration of 25-30%. It is also the most expensive and longest-lasting, with a single application lasting up to 12 hours or more. Parfum is ideal for those who want a scent to take them from the bedroom to the boardroom to the bar without reapplication.

Eau de Parfum (EDP)

Eau de Parfum has a fragrance concentration of 15-20%, the second highest of the group. It packs enough punch to stick around on the skin for an average of 8-10 hours, and it won't feel as heavy and intense as Parfum. Most modern colognes for men are available in an Eau de Parfum formulation.

Eau de Toilette (EDT)

Eau de Toilette is one of the most popular choices of cologne. EDT contains 5-15% perfume extract, making it a more budget-friendly option. EDT will evaporate more quickly from the skin than EDP, with a wear time of around 2-4 hours. EDTs are a popular choice for women, and their light and fresh finish makes them a summer staple.

Eau de Cologne (EDC)

Eau de Cologne has a 2-4% fragrance concentration and only lasts a couple of hours, but it's a light and invigorating option. EDC is a good choice for those who want to smell clean and natural. It is water-based and kind to sensitive or dry skin.

Eau Fraiche

Eau Fraiche is one of the rarer types of cologne, with a fragrance concentration of 2-3%. These colognes tend to be aromatic, green, and citrusy. They are subtle, ultra-light fragrances ideal for those who like to wear cologne to the gym and don't want to overpower the room.

Perfume Oils

Perfume oils are a type of cologne you may not have considered. They take various fragrant essential oils and dilute them with carrier oils, making them less intense and more wearable. Perfume oils are alcohol-free, affordable, and a good choice for those with sensitive or dry skin.

How to choose a cologne

Know the Basics

Cologne is a type of fragrance, a mixture of raw materials such as extracts from natural sources or synthetic materials. These perfumed oils are dissolved in a solvent, usually alcohol, to create a pleasant scent. The higher the concentration of oils, the stronger the fragrance.

The term 'cologne' is the oldest term for perfume and is used in North America for masculine scents. Typically, colognes are light, fresh, and fruity, composed of 2-4% perfume oils in alcohol and water. They tend to be used by younger people and last for about two hours.

Understand the Fragrance Families and Their Seasonality

The best cologne for you will depend on your personal preference, but also the season. Warming fragrances with notes of tobacco, leather, or spice are ideal for winter, while summer calls for something lighter with green and aquatic notes. For fall, opt for patchouli, musk, or vanilla, and in spring, choose a floral or citrus fragrance.

Find Your Signature Scent

Your signature scent should be something you fall in love with and feel confident wearing. It should reflect your personality and the impression you want to make on others. If you're not sure where to start, ask a salesperson for advice or get recommendations from friends. You can also use online resources like Michael Edwards' Fragrance Wheel to discover new fragrances based on your favourites.

Sample Before You Buy

Don't buy a cologne without trying it first. Most brands offer sample-size testers, or you can purchase small samples from sites like LuckyScent. Department stores are also great for sampling different fragrances. Spray one scent on each wrist and each inner elbow (no more than four at a time) and walk around the store, smelling the fragrances at various intervals. Take notes on your phone about which ones you like and why.

Choose the Right Size

If you're new to fragrances, it's best to buy a smaller bottle. That way, you're not committed to a large amount of a scent you may not end up liking or wearing often. Fragrances also don't last forever, so it's best to buy a smaller bottle to ensure you use it while it's still fresh.

Apply with Care

When applying cologne, less is more. Start with one single spray on your chest, and as you become more comfortable, you can add a few more sprays in different areas. Apply to the warmest parts of your body, such as your chest, neck, lower jaw, wrist, forearm, inner elbow, or shoulder. Re-spray only when needed, typically in the second half of the day.

Final Tips

• Avoid rubbing the perfume into your skin, as this weakens the scent.
• Don't spray and walk through the mist—most of the fragrance will drop to the floor.
• Don't spray fragrance on your clothes, as it won't mix with your natural oils or develop its notes.
• Store fragrances in a cool, dark, dry place, like a bedroom closet, to extend their lifespan.

What are the benefits of wearing cologne?

According to statistics, 63% of men occasionally and 23% of men all the time wear cologne. While the main reasons for wearing cologne are to smell good and to attract women, there are several other benefits to be gained from wearing cologne.

You appear more successful and sophisticated

Cologne sets the right tone for initial interactions. It shows others that you care about grooming and your appearance, making you appear more polished, refined, and put-together. This can help you make powerful first impressions and cement important relationships.

It’s a mark of good hygiene and health

Cologne can make you feel more hygienic and help you be more healthy. It can ease stress, anxiety, or depression and boost feelings of relaxation, confidence, or energy.

It makes you stand out from the crowd

Not every guy wears cologne, so having a signature scent will help you stand out. A great fragrance will have top notes, middle notes, and base notes, whereas a cheap cologne will be missing the mid and base notes, so you won't make a lasting impression.

It helps you focus

Colognes can have aromatherapy-like effects on the brain. Citrus scents, such as lemon, can make you more focused. The smell of eucalyptus relieves mental exhaustion, while the smell of mint is beneficial for memory retention.

It fosters emotional connections

Smell is our most powerful sense—150,000 times more sensitive than vision—and is closely linked to memory and emotion. A unique, high-quality cologne can help you foster deep, lasting connections with those around you.

Frequently asked questions