“It’s really important to choose something that you feel comfortable with and are likely to think fondly of over the years to come,” says fragrance expert Thomas Dunckley, founder of The Candy Perfume Boy blog. “I always recommend picking a trusted favorite that has personal significance to you; perhaps the scent you wore on your first date for example or even your partner’s favorite fragrance.”

A word of warning though: given the fast turnover of brand new launches (many are ‘retired’ after just a few years to be replaced by updated versions) you might want to plump for something that’s already stood the test of time and you know will be around to remind you of the event in years to come – like Hermès’ Terre D’Hermès. Hermès Terre D’Hermès,

available at Harrods.

The ‘F**k You!’ Fragrance

We’ve all done it – worn something ridiculous to grab attention and as a two fingers up to convention (Rick Owens’ penis-flashing man-dress anyone?).

You might only do it once, or you might fall in the love with the way it makes you feel and abandon that bottle of Hugo Boss for good, but every man should get experimental with his eau de toilette at least once in his life.

The easiest way to switch things up is to bend gender boundaries and consider a fragrance traditionally classed as a ‘women’s perfume’, like Guerlain’s legendary Shalimar. “Fragrance doesn’t have a gender – that’s just an idea instilled in us,” says award-winning fragrance writer Liam Moore. “When a man wears a fragrance like this it doesn’t just show he’s savvy and modern – it shows he’s got balls.”

Guerlain Shalimar Eau de Parfum, available at Debenhams.

A Scent For A Man In His Forties

With an increasing appreciation of the finer things in life, no peer pressure to buckle to and a bigger disposable income, this is the perfect time for a man to experiment with richer, more complex fragrances. According to Craven, it’s also the perfect time to explore classic heritage brands that reflect your growing maturity and sophistication. “It’s only when you reach this age that you really appreciate what it means to buy into a treasured tradition,” he says.