Once you’ve smelled a lot of perfumes you start to realise when a scent is cheap and nasty – even on the occasions when it’s got a huge advertising budget and everyone seems to be buying it. (Why? Well, a lot of people still get swept up by advertising, but you can be fairly sure they’ll only buy it once.)

But even among the most brilliantly put-together perfumes each person’s individual reaction counts for a lot. Smell taps in to such deeply rooted – and often subconscious…

Before I start, I have to admit that the Acqua di Parma colognes have never really floated my boat, but very kindly the company have sent me some samples to try, and as it’s one of the most popular men’s fragrances I wanted to explore why that might be.

There are lots of things to like about Acqua di Parma Colonia. Its packaging, for starters, is wonderfully elegant: a golden-yellow, linen-textured cardboard tube, which splits exactly in half to reveal the bottle tightly nestled…

I’ve been trying to like the perfumes of Francis Kurkdjian for some time, but try as I might they let me down. I’d have given up months ago except for the fact that I admire everything about them – their names, their bottles, their packaging, their design – apart from one inconvenient (and for a perfume, rather crucial) thing: the way they actually smell.

I feel particularly bad about this because the guys at Maison Francis Kurkdjian have very kindly given me four of his men’s perfumes: Lumière Noire, Absolue Pour le Matin…