Spray perfume on dry skin, preferably right after a shower. Hold the spray nozzle 3-6 inches from your skin and focus on these rules for applying perfume:
Pulse points - Your body heat will push the scent throughout the day, creating a nice scent trail commonly called sillage. Start with the warm parts of your body - chest, neck, lower jaw, wrist, forearm, inner elbow, shoulder.
Re-spray only when required - You can add more sprays to your wrists or take sprays away depending on how long the scent lasts.
Don't kill the note - Rubbing the perfume into the skin seems a sensible thing to do. In reality - it breaks the molecular bond, making the scent weaker.
Don't spray and walk - Spraying a fragrance in the air and walking through the mist is worthless. Most of it the fragrances drops straight to the floor.
Don't spray fragrance on your clothes - The fragrance isn't allowed to mix with your oils, and hence it can't naturally go through the stages of notes like it should. The oils in a fragrance will stain many fabrics.
Don't splash too much - If you are applying cologne from a regular bottle, take one finger and press it against the opening of your bottle, and then tip it over gently.
Less Is More - "Fragrance should be discovered, not announced". People should be close to smell the perfume but not overpowered by it.