The mind is incredibly powerful, especially when it comes to fragrance. It can convince us that a clone is better than the original before we have honestly compared the two. It can persuade us that an expensive niche or artisan fragrance must be exceptional simply because of its price, exclusivity, presentation, or the story surrounding it. It can even turn a genuine love of fragrance into snobbery. This is not just my opinion. Research has shown that expectations can influence how much pleasure people experience from a product. In one well-known study, people reported greater enjoyment from the same wine when they believed it was more expensive, and brain activity associated with experienced pleasantness changed as well. Research into smell has also demonstrated that the words and labels attached to an odor can alter how pleasant people believe it to be. In other words, we do not smell with our noses alone. We smell with our memories, expectations, emotions, and wallets. This happens on every side of the fragrance community. A great many brothers place tremendous emphasis on price, and it happens at both ends of the spectrum. We have guys praising fragrances largely because of how little they are willing to spend, while others praise fragrances because of how much they can afford to spend. One side may believe paying more is foolish, while the other believes paying less means accepting inferior quality. Sometimes, if you review people’s posts over time, the pattern becomes obvious. Certain people remain almost entirely in one lane. They praise, discuss, and comment on fragrances that support their existing position, but rarely experiment with or even participate in conversations about anything outside that category. There is nothing wrong with having a budget, a preferred category, or a particular style. The problem begins when price becomes the main measurement of quality, and our lane becomes the only lane we consider legitimate. At that point, we may not be judging the fragrance at all. We may simply be defending our buying decisions and the identity we have created around them.

Match #75 decides the champion of the main bracket—and I'm still not entirely sure I've made the right decision. It's my favorite spring/summer fragrance, Terre d'Hermès Eau Givrée, against my favorite autumn/winter fragrance, Tom Ford Ombré Leather. I've leaned both ways over the past several hours. Even as I'm writing this, I'm wavering. This is where I really wish I had Michelle here to break the tie. Eau Givrée is already thoroughly Michelle-approved. In fact, she chose it for me so often during my last trip to Hong Kong that I completely emptied my travel atomizer. Ombré Leather hasn't had the Michelle test yet because I don't have a travel spray for it. That's something I'll need to correct. Eau Givrée has been the revelation of this tournament for me. That brilliant citron, juniper, and Timut pepper opening is wonderfully refreshing, but it's the way the mineral and woody elements emerge underneath that has made me love it. It's bright without being simplistic and sophisticated without losing that sparkling freshness. Ombré Leather is nearly its mirror image: dark, rich, smooth leather surrounded by cardamom, amber, patchouli, jasmine, and moss. It's luxurious, powerful, and beautifully blended. In cooler weather or for a date night, I'm not sure I own anything I'd rather wear. So how do I separate two fragrances that are almost perfect for completely different purposes? Barely. Other than the considerable difference in price, the one distinction I can find is versatility. Eau Givrée simply gives me more opportunities to wear it during the year. And apparently that's enough. Terre d'Hermès Eau Givrée wins Match #75 and becomes champion of the main bracket. Tom Ford Ombré Leather drops into the second-chance bracket, where it awaits the winner of tomorrow's matchup. Three challengers remain, but Eau Givrée now sits alone at the top. And if you're a betting man, I wouldn't put much money on any of them knocking it off. But considering how much I've changed my mind during this tournament, I probably shouldn't be trusted with betting advice.