Can the Wrong Fragrance Cost You Clients?

A person’s sense of smell is a primal instinct. It’s pretty hard to deny associations that a smell brings. Our brains are wired that way. Have you ever associated a person with a particular scent? Every time I smell Je Reviens by Worth I think of my grandmother. It’s automatic.

You’re competing with algorithms and management fees lower than the Bank of Japan’s interest rates. Use every human element you can, advisors!

How to wear cologne

Fragrance doesn’t have to be flashy or garish; it can be a “barely there” complement to your attire if you do it right:

• Never rub the cologne on your skin as this breaks it down chemically.

• Before you purchase, read the reviews online by style bloggers who specialize in this area. Cologne isn’t cheap. Trust me, the fragrance salesperson will sell you anything. Style bloggers have nothing to lose by being honest, unless the manufacturer is sponsoring the content.

• Avoid putting cologne on your wrists, arms, hair, or suit. It should be applied around your neck with maybe a touch on fragrance on your collar (if your neck is sensitive from shave bumps).

• Apply fragrance at least one hour before going to work. Or, for some of the stronger fragrances (see below), an hour before getting into your car. You’ll need some time for the scent to mellow out.

• Close spraying is a no-no. Hold the bottle at least an arm’s length away from your body.

• No more than three pumps, four if you’re feeling adventurous.

• Know your body chemistry and the chemistry of the fragrance. Eau du toilette is typically weaker than Parfum, but also consider if it is natural or synthetic (the latter tend to be stronger performers).

Cologne selection

Before I go over my recommendations, let me say that the selection of a fragrance is personal for everybody. Ask yourself these questions before you buy:

• How strong a reaction do I want from my fragrance? Some people want to provoke a compliment from the observer, while others want it to get noticed, period.

• How much am I willing to spend on a bottle?

• How often do I anticipate wearing this – is it for everyday use or special occasions?

• What am I going to be using this for (general use in my life at the office, client meetings, speaking events, casual work events)

Most importantly, consider the impression that others will get:

• You may want them to feel energized and excited, like you are riding in atop a horse to save the day.

• Or perhaps you’re looking for them to perceive you as mysterious and sophisticated like James Bond.

• It’s possible you’re going for an authoritative stance and want the observer to think you’re ultra-masculine (like one of my personal favorite alpha males, Tyson Beckford.)

Here are some examples of fragrances that stood out to me on my recent shopping trip.

Best classic scent (lower price point): Chanel Bleu in eau du toilette

It’s just a classic, fresh scent that you can wear at the office. And it’s not too pricey. You can get a decent sized bottle for less than $100. The only drawback to this is that because of its affordability, it’s very popular and won’t distinguish you that much.

Best energizing scent (medium price point): Orange Sanguine by Atelier

This had a citrusy note and I found it to be very attention-getting. This wasn’t cheap, with a 200 mL bottle going for $195. It was like the smell of an orange peel crossed with herbal accents such as geranium.

I found this scent to be very distinct and if you’re looking for something with zest, this is the one to pick.

Most unusual scent (medium price point): Italian Leather by Memo

I found this scent to be highly unusual and quite striking as a result. It is best described as a combination of suede and tomato with a touch of vanilla, kind of like new car smell meets nana’s vegetable garden.

This is on the pricier end with a 75mL bottle going for $250, and what an interestingly designed bottle it is. Try this one out before purchasing it – it’s not for everyone.

I also like Memo’s Kedu, which has a note of sesame.

Best niche fragrance (high price point): Creed’s Aventus

Creed fragrances are going to cost you, but they are worth it. If you’re up for a splurge, go for the king, Creed Aventus.

Put bluntly, this fragrance will make you smell so masculine you’ll feel like you want to run to the gym and bench 250. Women love this fragrance so for all of you advisors out there who are focusing on the female professional niche etc., they’ll be lining up down the block.

This is not a subtle fragrance but we forgive you, Aventus, because you get the job done. What a stately looking bottle as well.

This is too expensive for you to take my word on it, so if you’re interested go to Macy’s and see how it wears on you. If you find this one isn’t for you, I also wasn’t too unhappy with Creed’s Silver Mountain Water or Misselime which are a little softer. These are both elegant enough for work and versatile enough for a casual setting.

Sara’s upshot

My apologies in advance, as I was shopping for a particular man in my life, I did not get around to checking out women’s fragrances. My olfactory sense was worn out after an hour of being assaulted by aggressive salespeople. However some of these fragrances, such as the ones by Memo, are unisex in nature. While shopping, I did start my analysis of women’s briefcase bags and found some that were to die for; you’ll be seeing that one sometime this quarter.

Thanks for reading everybody and for more brand building tips in all aspects of being an advisor. I hope you’ll follow me here.

Sara Grillo, CFA, is a top financial writer with a focus on marketing and branding for investment management, financial planning, and RIA firms. Prior to launching her own firm, she was a financial advisor and worked at Lehman Brothers. Sara graduated from Harvard with a degree in English literature and has an MBA from NYU Stern in quantitative finance.

Read more articles by Sara Grillo