You can tell a lot about a man by how he gets ready. Few put as much thought into this process as model and content creator M. Ali Gordon , whose taste for fine linens, Cartier watches, and Italian shoes has earned him a sizable following on Instagram and TikTok . It wasn't the contents of his wardrobe that caught our attention, however, but his serious fragrance addiction. Watching one of the style influencer's recent TikTok videos, which showed him getting ready for an outing at the Genesis Scottish Open , we learned that it's possible to unload half a bottle of cologne in one sitting.
At first, we scoffed at the idea of using personal perfume as an insecticide, even though the technique was undoubtedly effective against clouds of native midges. But then doubts began to creep in. What is actually the correct number of sprays of a perfume? Should you spray more or less depending on the weather, the occasion, or the type of fragrance you're wearing? And is there a limit to excess?
We could happily present a series of answers to these questions based on our own experience, but we decided it would be best to pose them to a handful of perfumers and fragrance experts. While their answers largely favor a more liberal approach to spritzing—suggesting that Mr. Ali Gordon may be right—there is one thing they all agree on...
01. It's a matter of personal taste
When asked how many times to spray, David Moltz of DS & Durga says 439. Thankfully, he's not serious. "I'm just kidding," he says. "It's up to you. In my twenties, I was a two- or three-pushup guy. The older I get, the more I like to spray myself."
Mr. Timothy Han of TIMOTHY HAN/EDITION says you should "spritz as many times as you want. I think people need to own how they wear fragrance. Some want it subtle, others want it so strong their neighbors know what they're wearing."
Spritzing yourself with perfume is an expensive habit, and of course, some of us like to wear more than one scent at a time, so should you approach layering with a specific ratio in mind? “We have a mantra that there are no rules, only exciting discoveries,” says Ms. Emma South , fragrance and lifestyle expert at Jo Malone London . “The method is also very personal—you might choose to wear two colognes, or have a base layer of fragrance from a shower gel or body lotion, then spray a different scent on top. The result will always be an expression of your individuality and taste.”
02. Spritz more on cold and hot days
With fall just around the corner, it's worth considering how the change in season can affect a fragrance's staying power. "When it's cold, the scent doesn't project as well, while warm weather tends to make scents more intense, which is probably a good thing," Han explains.
A late-summer heatwave? "Hot, humid conditions can make us trigger-happy," says South . "Reapplying zesty, refreshing scents is certainly gratifying in close, sticky weather, and sensible given that it causes the scent to evaporate more quickly."
03. Adjust by style, focus, and even brand
“Colognes tend to have the lightest concentration of fragrance oil and can therefore be applied most generously, while perfume may only require a small amount for the same projection,” explains South. “At Jo Malone London , we use a higher concentration of fragrance oils in our colognes.”
Han adds that, "Less concentrated perfumes often need to be refilled more frequently throughout the day. Eau de parfum should only need to be applied twice; once in the morning and once in the evening."
04. How many sprays are too many? Ask your friends
"Scent fatigue" is real and sets in after wearing a certain scent for a while, where it becomes much harder to discern on you. It then becomes easier to overuse it, so why does this happen? Your brain adapts to your personal scent and no longer "tunes in" to it, allowing it to continue picking up other smells, such as alarm signals or even food," explains Mr. Edward Bodenham , director of perfumery at Floris London .
To avoid your trail swallowing up every unsuspecting soul in your wake, Han suggests it's "always best to start light and then judge from feedback whether you're carrying too much or too little."
05. Where to apply perfume - on the body, hair or in the air?
“Where you spray is very individual,” Han says. “Some people will spray a cloud and walk around in it, others will spray a spritz on their pulse points. I personally put it on my wrist and neck, behind my ear. It’s also nice to put it on a scarf if you’re the type to wear one.”
Bodenham is a fan of spraying the chest, as "these areas regularly release body heat, allowing the fragrance to radiate and disperse well."
06. What is the occasion?
Other variables that determine your spritzing strategy are the time of day and the type of event. Han keeps it simple: "Do you want the scent to be more subtle so only a lover smells it, or do you want to shout it out to the world?" Moltz offers some rough numbers, to be taken with a grain of salt: "Spritz according to your discretion, so two to four for daytime, three to five for evening, five to ten if you're getting married."
07. Consider those around you
"I have an Indian aunt who once carelessly sprayed her entire being, clothes and all, with 14 sprays in a store," Moltz recalls. While we're sure she smelled wonderful, not everyone appreciates fragrances the same way. Pregnant women have a heightened sense of smell, and your most intoxicating scent might be someone else's headache.
Take the temperature of your location. In Japan, for example, wearing strong perfume is considered a bit rude, so keep the spray to a minimum, while other countries, particularly in the Middle East, like to bathe in the stuff.
“I heard this about Japan and I find it very interesting,” says M. Roja Dove , perfumer behind the eponymous brand. “I spent three years working in the Middle East, where I was fascinated by the fragrances I encountered. I think it’s always polite to be respectful of the places you visit. We are ambassadors of the place we come from, and first impressions can have a lasting impact.”
For a slightly more local touch, I invite you to discover Mizensir . It's a store in Geneva that offers several scented products such as perfume, candles, and hydroalcoholic gel. It was created by master perfumer Alberto Morillaz. Here is their website . A real discovery.
Text by Mr Chris Elvidge
Illustration by Mr Luke Brookes
