I ask this as a veteran of many annual Estate Saling campaigns. In the homes of older gentlemen, you would often find several half-empty bottles of cologne, which means that these fellows carried these bottles to the end of their retirements (or to their interments in assisted living facilities). The Avon collectible bottles, usually quarts or pints of cologne contained in cars, animals, or other cutesy decanters, were often empty, though does that mean Avon is more popular? I would ask, but the bored people overpricing the “antiques” (anything not made of chipboard) don’t know.
I can offer only one anecdote, the subject of which is myself.
In 1978, as a newlywed, I was persuaded to switch to Ralph Lauren’s Polo, which was new that year. I got an eight-ounce bottle, which at the time, as I recall, was somewhere around $40, a price I thought was outrageous. (It’s now closer to $100.) The bottle is not yet empty. Then again, it gets brought out for use maybe twice a year, and I must concede, the stuff does seem to retain its potency, even at its advanced age. I’ve definitely gotten my money’s worth.