Celine says:

Fragrance is most effective when you apply it on pulse-points or where there is good circulation and warmth (i.e. wrists, behind the knee and inside the elbow).
Alternatively, you can also spray scent in your hair and on your clothes, creating a cloud of fragrance around you.
It is true that rubbing your wrist after spraying scent can cause the evaporation of part of the top notes, the most volatile ones, so try to remember not to if you want to get the full effect of your scent.
At Jo Malone London we recommend layering as the best way to create a scent that lasts all day. First use a bath oil or body wash, followed by a rich body cream for an all-over scent. This way the skin is scented and conditioned, ready for a spritz of cologne, the final touch.

The Pros Know: how to make your perfume last longer