The older the man the stronger the scent, study finds

By Andrew McDougall

- Last updated on GMT

Related tags: Olfaction, Odor

New research in the UK has found that a man’s choice of fragrance alters dramatically as he ages, resulting in men in their sixties and above opting for stronger smelling fragrances and spraying more frequently.

According to the research, carried out by UK retailer Debenhams, the sense of smell weakens in people who are in their sixties suggesting that older generations prefer impactful longer lasting perfumes.

Unlike today's man who on average begins to use cologne from the age of 14 years old, men who are 60+ did not grow up wearing fragrance and according to Debenhams, most men in this age group (77 per cent) claimed to only start wearing aftershave at the age of 30 years old.

Times are changing

As the male grooming trend grows and it has become more acceptable to wear a fragrance every day, the UK retailer suggests that 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: "the older generation has embraced the fragrance hall and is creating a buzz in the beauty industry.”

However, the younger generation of man is still streets ahead when it comes to personal choice, as research shows that 63 per cent of men in their late 20s and 30s have a range of four or five fragrances that they alternated between depending on their mood or the occasion.

This group of men are 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.

Gearing up for the holidays

Debenhams stated that this information is of increased importance at this time of year, as the holiday season approaches; traditionally a key sales period for fragrance firms and retailers.

"Fragrance is one of our most popular gifts for men and we can now provide further training for our fragrance consultants to help busy shoppers pick the right perfume, whether it's for your Great Uncle Bob or your image-conscious teenage son,”​ said Attridge.

"We will be managing our stock levels accordingly to make sure that no one ends up with a dusty bottle of Old Spice left on the shelf year after year."

Related topics: Market Trends

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