The changing scent of aftershave

It is men in their sixties, rather than teenage boys, who can be blamed for the overpowering smell of aftershave experienced on public transport and on nights out, new research has revealed.

Don't slap it on!

A man’s choice of fragrance has been shown to alter dramatically with advancing years, resulting in men in their sixties and above selecting and piling on the strongest scents, research from Debenhams has shown.

Sense of smell weakens in our sixties which is one of the reasons why older generations prefer longer lasting perfumes with more impact, opting for classic masculine pongs from the likes of Aramis and Davidoff.

Unlike younger men who on average use cologne from the age of 14, many older men didn’t grow up wearing fragrance and most men in this age group (77 per cent) claim to only of started wearing aftershave at the age of 30.

Now that aftershave is an acceptable part of everyday male grooming, it seems those born in 1951 and earlier are making up for lost time and ‘splashing it on all over’ with 56 per cent saying they respray three times a day; more than any other age group.

Ruth Attridge, spokesperson for Debenhams said: “No longer the fusty Steptoe or the less-than-fragrant Compo, the older generation has embraced the fragrance hall and is creating a buzz in the beauty industry.

“Choosing a signature scent can be a challenge whatever your age however, before reaching for another spritz, we’d always advise remembering that a ‘man doesn’t have to try too hard’”.

The older generation still has some way to go to match their sons in their late twenties and thirties. Research has shown that 63 per cent of men in this age group have a ‘fragrance wardrobe’ of five or more scents, with men citing “mood”, “occasion” and “trend” for why they experiment.

They were also the age bracket most likely to be influenced by the women in their life with 71 per cent of men claiming their wife or girlfriend has a say in their smell.

Debenhams research also revealed:

• 72 per cent of men claim to wear scent daily

• Current top celebrity influences are David Beckham’s pong portfolio, David Gandy’s eye-popping advert for Dolce & Gabbana’s Light Blue and even Megan Fox for Armani Code Sport

• Men take on average 30 minutes to choose a new scent

• Northern men wear the most fragrance in the UK

See our favourite fragrances on the high street.