I rarely wear either Cologne or Deodorant of any kind. The persistant odor irritates me greatly. Notably, I have never heard a complaint about not doing so - somehow I seem to be blessed with the capacity to only produce a notable odor when stressed or nervous (when I smell, at least as far as I can tell, like an aging onion). In times of stress I will wear an anti-perspirant/deodorant to counter this problem.
I only wear cologne when accompanying a lady for an evening. When I do, I wear Polo Sport as it's one of the few brands I've found that I can tolerate for long periods.
As a note, I would kindly request people use cologne/perfume as an accompanying agent and not a concealer. While I have poor hearing these days (possibly caused by explosions or recurring ear infections) and poor eyesight, I do have a fairly accute sense of smell. If someone doesn't bathe regularly, it is likely I will notice and be doubly annoyed - both because of the fact that they're unwashed and because they bring a cloying cloud of perfume stink with them wherever they go. For the ladies, I assure you that any potential body odor you are trying to mask is likely STILL detectable. Introducing immense quantities of a perfume to hid this problem will almost certainly result in a less favorable odor overall.