I just went cologne shopping and the favorite new ones that I came up with:

Paris Hilton for Men (may just get it)
Ermenegildo Zegna
Kenneth Cole - Signature
John Varvatos

I still love Issey Miyake and Kenneth Cole - Reaction

Brad "Diva": 2004 Mazda 6s 5-door, Volcanic Red Rex: 1988 Mazda RX-7 Vert, Harbor Blue.