Perfume and scented products should be used at the lower end of the body upwards: "The logic is the fact that we lose around 80 per cent of the body heat through our head and the top portion of the body. So one should actually wear a perfume on a lower part of one's body -- even a décolletage or the armpits are places where you could put the perfume," emphasises Danny, who was actively involved in the making of 'A Scent by Issey Miyake.'
Read the rest on what fragrance expert Danny Ventura has to say on this dainindia.com link.
Corroborates nicely what Diogenes the philosopher did: "After having anointed his feet with perfume, he said that the ointment from his head mounted up to heaven, and that from his feet up to his nose". [source]