A recent survey in Helsinki city center reveals a growing trend among young men: investing significantly in fragrances. The hobby has evolved beyond simple use, becoming a key component of self-expression and identity construction for this demographic. Enthusiasts are amassing extensive collections, often containing dozens of bottles. This pursuit can be financially demanding, with some individuals prepared to spend upwards of 400 euros on fragrances. The increasing popularity suggests a shift in how young men view and utilize scent as a personal statement. Overall collections can easily reach values of hundreds or even thousands of euros.