How to get a guy's guy to embrace scent in his home and on his person without inducing fear of a floral, feminine takeover? Just add alcohol. Two ideas:
Portland General Store is the great little Etsy shop of Lisa Brodar, and she has this whiskey-scented old-fashioned shaving jelly that sounds awesome. $8.95 on Etsy, but if you live in SF, you can pick it up at Rare Device.
If modern is more his style, this Rum Candle from Malin + Goetz has a rich (but not overpowering) and subtly masculine scent, inoffensive gender-neutral packaging, and lasts forever. $48 @ Barney's.