Many like to knock contemporary masculine perfumery. It’s boring. It’s bland. It’s all fake citrus and sharp lavender, fly the accusations. I have often been the accuser, but today I’m going to defend the valiant attempts to make a sensible masculine fragrance. Folks, making a good masculine is just so darn hard. As far as the audience goes, many men, especially in North America and Germany, are a conservative bunch. The consumer data tell the story: they are more hesitant to try something different. They prefer to wear fragrances similar to what their fathers wore. Many don’t want to admit they even wear scent. “I don’t wear perfume,” says my cousin as he walks around in a huge cloud of Axe body spray.
If perfume companies assume that men will wear anything under a familiar label, they make a mistake. Even if your average guy doesn’t want to push his boundaries with new scents, he still wants quality and classical good taste. When my cousin’s beloved Axe Apollo got reformulated and lost in diffusion and finesse, he instantly noticed it. What resulted was a soliloquy worthy of a Greek tragic hero.