Supplied in copious amounts to Kriegsmarine aboard U-Boats during WW2, I suppose to those men living in cramped conditions without a wash for months on end this stuff must have smelt heavenly!
I know some men only apply colognes to their chest area and/or wrists unless its a potentially romantic occasion, then a dab behind the ears doesn't hurt... That said, I can't imagine many women under 70 finding 4711 arousing!