Result from a new survey, conducted by the UK Department store Debenhams, showed that a man’s choice of fragrance alters dramatically with advancing years, resulting in men in their sixties and above selecting and piling on the strongest of scents. One thousand men were interviewed on their fragrance buying habits between October and November 2011.

The sense of smell weakens in people who are their sixties so older generations prefer impactful, longer lasting perfumes, often opting for classic, masculine pongs from the likes of Aramis and Davidoff, according to Ruth Attridge, spokesperson for Debenhams.

The survey also showed:
• Unlike today’s man who on average begins to use cologne from the age of 14 years old, sexagenarians and their older brothers didn’t grow up wearing fragrance and most men in this age group (77%) claimed to only start wearing aftershave at the age of 30 years old.

• Fifty six percent of men born in 1951 and earlier say they respray three times a day, more than any other age group.

• Sixty-three percent of men in late twenties and thirties have a ‘fragrance wardrobe’ of five or more scents. They cite “mood”, “occasion” and “trend” for why they experiment.

• Men in late twenties and thirties were most likely to be influenced by the women in their life, with 71% of men claiming their wife or girlfriend has a say in their smell.

• Often unisex fragrances are bought by men in their teens and early twenties.

• Bottle design and association with celebrities and sports proved major motivations for purchases in this age group.

• As men reach their forties and fifties, sales boom for the spicy and musky fragrance sector.

• The baby boomers spend more but buy less, investing in premium, designer brands such as Chanel, Tom Ford and Bvlgari.