Abstract:

This paper will firstly deal with a new type of man as consequence of women's liberation in the 60's and 70's. His different attitudes towards fragrance and are illustrated. An innovative psychological test method to analyse clusters of personalities among male fragrance users is explained and test results from European markets and the US are presented. It will be shown how men will select a cologne or after- shave according to an ideal-self they picture to them- selves . Basic personality clusters in Europe and the US and their aesthetical preferences will be interpreted and possible future fragrance trends discussed.