The choice on offer, for example, includes Dior Homme Sport and Prada's Infusion d'Homme – both of which were launched this year. The inspiration for the latter, according to perfumer Daniela Andrier, was the scent of a man who had used women's soap.

Most appropriate launch of the year is 1 Million, from veteran designer Paco Rabanne, in packaging resembling a gold bar – a safe-haven investment that has boomed during the credit crunch.

Another bottle that catches the eye is Givenchy Play, amusingly shaped like an MP3 player. Two new scents with auto inspiration are The Essence by Porsche Design and Cartier Roadster, both in streamlined bottles that stand out in the bathroom cabinet. Others, such as Fuel For Life by Diesel, are driving forward the premium or designer sector by encouraging a more experimental attitude by men. Strategies vary from innovative bottle design and unusual ingredients through to the fulsome use of celebrity endorsement. As both a designer and celebrity, rap star P. Diddy believes he can produce fragrances that last. Following on from the hugely successful Unforgivable perfume for women, his next for men, is to be launched at Macy's in the US in December before an international roll-out in 2009. Already it has stirred up comment, not least because of its name – I Am King. Before you snigger at the immodesty, understand that P. Diddy is not talking about himself.