1. Some of the elements may be absorbed on paper more than it is on skin.
2. Some of the elements act differently on different temperature (eg paper - probably 26-27 C, skin at 37 C). Just like even cool white wines taste better when you let it warm up a bit and not drunk straight from the fridge.
3. Distance from the smell matters too. Some of the people here know I rave about the Prada IdI. What I didn't say as much is I actually do not like how it smells up close if I spray it on my wrist and bring my nose to it. But I do think it's heavenly when it's sprayed on my undershirt and I just catch the smell during my workday.