The 4711 is probably the lightest cologne you can ever hope to use. Splash it all over, it will fade in a few minutes. There are other ways to apply cologne, but the 4711 is more of a "splash"- that is, it's not very strong, so apply liberally to your face, neck and chest.
I've become a total convert to sprayers. Now, I never apply EdT to my face (that is aftershave territory), rather I spray it across my chest and a few pulse points. Check out posts from Sue.....she really knows about this stuff.