Finding the right scent

In a world where the best-selling fragrances are usually the ones with the most expensive advertising campaigns, it can be tricky to find the right scent, but Roja believes men are taking more of an interest in how they smell. "There is a new breed of man who cares very much about his scent - one who is very successful in his sphere. The ultra-successful man has always cared."

Tracy van Heusden believes that men are increasingly using different fragrances for certain occasions or moods. "Scents are incredibly powerful as they have the unique ability to evoke memories of the past and encapsulate a moment," points out Tracy. "More and more, we are also seeing customers who want to build a wardrobe of scents, for different occasions, rather than looking for one 'right' signature scent."

Finally, remember that the power of the right fragrance should never be underestimated. "You do not smell with your nose," says Roja. "You smell directly with the limbic system, which is the most primitive part of the brain. When you smell an odour the hormone balance is fundamentally altered. I think it's also possible to smell expensive and cheap too. An expensive, refined odour will suggest success - the smell of candy floss will not."