the target associates the pheromones with whoever is playing the part. so with shine, theyll associate to whoever looks like theyre having a good time. if your wearing it but are sitting in a corner brooding near someone else talking up a storm and laughing, that other person will get credit for the pheromones.
also, if someone takes a hit near you, theyll notice the sensation is stronger the closer they are to you. if they walk away theyll notice that the sensation is gone too, and when they come back theyll associate it to your presence.