There is nothing worse than a man walking past in a waft of scent although you may like the smell, others may not! Generally, one tip is to apply cologne directly to the skin, if it is a spray format which tends to be more manageable, apply 2 sprays over the glandular points of the neck, or over the chest area where it can warm up. A bottle of cologne needs a little more caution, place one finger over the opening and apply evenly behind the ear, your inner wrist or on the glandular points on your neck. No more than two or three finger applications. Never spray directly onto clothes as the scent just clings and does not develop properly, it is also not good for the fabric as it has alcohol in it.
Cologne is mainly used to attract and give of an air of thorough careful grooming, a scent can also evoke memories and become your signature scent. It is best for the cologne to store it in the box it came in at room temperature.

You would normally apply cologne whilst grooming in the morning, you may wish to re apply during the day, a little dab in the afternoon or before going out directly after work, but remember to stick to the original tips, it will help you feel refreshed and can be a little pick you up.
Taken from Rachel Gold’s article: London PA Jan/Feb issue 2010