|Flickr: Dmitry Valberg|
So what do we reckon? Am I kidding myself, mid-life-crisis-ing myself into smelling like a 20-year-old, or is a particular branch of a well known High Street name talking a load of hooey?
And what does everyone else use - come to think of it, do you even think of demographics when you select it?
(Housekeeping note: I have no affiliation with Armani, nor is there any way you can order the stuff through this site and earn me a profit).