Most men are reluctant to experiment with their choice of cologne – let alone admit to wearing one. Who has the energy? Even the word “fragrance” tends to send cringe-inducing shudders down the spine. There is safety in familiarity, especially once a woman has pronounced it suitable (or proffered another scent of her choice). And yet the sheer amount of bottled pheromones and the related promises out there is overwhelming. According to the Fragrance Foundation based in New York, more than 40 new men’s scents are being launched in the US market alone this year. Apparently, on each male forehead, a sensory target resides, and beauty companies are constantly planning how best to hit them.

The choice on offer, for example, includes Dior Homme Sport and Prada’s Infusion d’Homme – both of which were launched this year. The inspiration for the latter, according to perfumer Daniela Andrier, was the scent of a man who had used women’s soap.