I'm a fan of Kiehls, MKK, MR, and Urban Musk and I kind of like the way they stay close to the skin. I wear for myself and doubt I'd appreciate them as much if they were projection beasts all too easily over-applied. I will say that I am also a fan of Chaps (original) and get mostly a musky vibe from it -- it projects quite a bit more, relatively speaking.
As far as Kiehls, if longevity is an issue for you, I'd highly recommend using the body lotion before applying the edt &/or oil.
For projection issues, maybe applying on exposed skin, clothing surfaces, or hair. However, if you're looking for something 'like' Kiehls that has markedly amped-up projection, you may very well find it in some of the middle east attars / mukallaths: e.g. Ajaml Musk Gazelle, and some with names like Macca Musk, Darbur, Majmua, etc. In my general experience, these explode with musky projection -- I often use but micro specs.