| Oh, yes, a question I can answer with complete confidence in my authority!
Scent is VERY important for a guy, and not something to be taken lightly. Though it should be said that not every man needs cologne, and not every man should wear it...personality has a lot to do with it. For that reason, if anyone on the forum tells you that you should wear a specific cologne, don't just run out and buy a bottle--go check out the cologne and see if it fits you. A lot of colognes are very wrong on a lot of people. Also, some colognes smells a little bit different on each person...body chemistry can change or add something to it. The way it smells in the bottle, I know from costly experience, is NOT always how it smells on you. I've smelled colognes that were TERRIBLE in the bottle and great on someone I knew, and just last week I met a woman wearing a GHASTLY perfume and I asked what it was so I knew to avoid it in the future--it was Red Door, btw. Later in the week, someone at my dentist's office smelled incredible. I asked what it was, and she said Red Door. No perfume or cologne is universal.
First, switch to unscented deodorant so your cologne isn't competing. If you wanna learn a little something about cologne, my advice to you is to go to the mall and check out the fragrance department at each of the anchor stores. When you've figured out which one has the biggest selection, go there, and strike up conversation with one of the salespeople. Remember, in MOST cases you are always in good hands with an anchor store cologne salesperson. They never put novices there. Only people with long and highly regarded sales histories within the company are assigned to the fragrance department--it's the position everyone in the store covets because it's easy, glamorous, fun, commission is good, and only the best people are allowed behind the counter there, so they know what they're talking about.
Talk to one of the salespeople. Tell him or her that you know nothing about cologne but you're interested in learning and finding one or two scents that work for you. Be prepared to buy that day, during that visit--if they think you're just browsing and not serious they might not be as helpful when tempted by other passing customers, and they'll be pissed if you waste their time and then say "Thank you" and walk away.
They'll start by showing you some of their highest sellers, then likely move onto some classics. It shouldn't take long for you to figure out whether you prefer the lighter or heavier scents, more citrus or more musk, etc. Tell them what you like and what you don't, and they'll move you in the right directions and help you narrow down. A cologne counter worth its salt will have a jar of coffee beans handy--go over occasionally and deeply inhale those; they clear your nasal palate so you can smell more clearly after all those conflicting scents.
Decide on one you like and feel fits you. (If possible, take a very patient friend with you, a girl if possible, so you can get their advice, because sometimes how you and others perceive the scent can differ a lot.) Buy that, and if possible, buy a second one as well.
Be VERY comfortable and friendly with that salesperson, because you've just made an important connection. That person is your go-to from now on for your scent needs. Tell them the next time you need cologne you'll come back and look for them, and do so. If you don't see them, don't buy, come back another time and inform them that you want to buy again, and left and came back so you could talk to the person you trust. They'll appreciate it and they'll work hard to give you quality service and the benefit of their experience. Also, once you've established that connection, I recommend stopping in every few months just to keep up to date. Ask your salesperson what's come out since you were last in, and they'll give you samples and show you their newest stuff...often, you'll find something you like among those. That's how, seven years ago, I found my favorite.
Once you've smelled enough things it's good to settle on a 'signature scent,' the one you wear almost all the time. If it's always present on you, people will come to associate it with you, and it becomes linked with your identity. That's a powerful thing, and don't underestimate it. When they think of you, they'll think of that scent, and when they meet someone else who wears it or they smell it on the breeze in a restaurant, they'll think of you. But if you find you really like cologne, it never hurts to have one or two other kinds for different situations 'cause sometimes things call for a little twist.
Don't wear too much. That's key. If you're not sure what's too much, always err on the side of caution. There are some women who believe they shouldn't be able to smell it at all unless they're nuzzling your neck; I think that's useless and negates the purpose of cologne altogether. Most people I meet aren't nuzzling me. Until you have a good idea of what's the right amount, you'll do fine with a quick, light spritz on both sides of your neck; take the insides of your wrists and rub the spritz on your neck until it's dry, then you've got the main exposed pressure points covered. That'll do ya. Also, if the cologne comes with an aftershave, only use one or the other. You don't need the spray if you're wearing the aftershave. If it comes with a body wash, and you use that, try to avoid the aftershave. This also keeps you from running out so quickly. Be careful when a cologne comes with its own deodorant as well. They're always ONLY deodorant, not antiperspirants, so it won't keep you from sweating; you'll have to put it on over your unscented antiperspirant.
Me? I'm lucky; I came by this honestly. My mom knows a lot about cologne and perfume, and I was raised with it, so I grew up knowing the classics and understanding how fragrance worked. Now I know more about colognes than anyone else in my life, and anyone who knows me will say one of the primary things I'm known for is always smelling fantastic. I'm not in-your-face about it and don't talk about my cologne to passive-aggressively get people to compliment. It's just something that is, and I'm very quietly proud of it. I'm randomly complimented on my smell at least once a week--usually more. My signature scent is Chrome, by Loris Azzaro; it's light and very clean, very sexy in an offhanded way, and smells very crisp and high-class. I'm never told that I'm wearing too much, BUT, women have often said that they can tell when I've been in a room because the scent lingers after I'm gone, and they love it. They also fucking LOVE when you've been making out and then parted ways, after she gets home, when she's pulling her shirt over her head to go to sleep, she gets a whiff of that sexy cologne on her clothes. When you go home after sex and she rolls over and smells it on the pillow and sheets? Oh, god, that drives them crazy. I've gotten late-night texts while driving home reading, "Oh GOD, my pillow smells like you and I want you again!"
I have a few backups. One is Armani Mania--it's kinda mid-level re: heaviness but smells (and is) very expensive; I only wear it for very formal occasions. Black (by Kenneth Cole) smells dark and kind of dangerous, and it actually smells all on its own like an invitation for sex. I wear that when I'm going out on the town and think I'll be aggressively sarging. Curve drives women wild, but it's VERY heavy so I spray very little and I only wear it in fall and winter. Curve Crush is wildly sexy in a completely different way, and very light, so I only wear it in summer. They don't work for everyone, but they fit my personality and style. I have a wonderful cologne lady who knows my name and smiles when she seems me coming. I always stop in during the holidays to tell her Merry Christmas, and I check in to stay updated on new scents. She always takes good care of me, and I'm reminded how much on the rare occasions when I stop at a different store's scent counter.
I know that's a lot, but I know what I'm talking about so there's truth to all of it. If there's anything I can do to help further, please PM me. That goes for anyone else reading this, too.
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