I live in Turkey and I can tell Kolonya's effectiveness mainly comes from the behavioral cues it sends me.

Traditionally, you would offer some as you welcome your guests to your home. It is also a great refresher, I always have a bottle in my house and not only you would use it for your hands but also you can put some on your face and neck. (Like an after shave, but less aromatic) So I have one bottle on my desk and unconsciously keep disinfecting myself.

I can't imagine doing that easily with a commercial sanitizer when somebody arrives in your home :)