British men are only beaten by their Italian counterparts in their desire to buy celebrity fragrances. Across the big five European countries, eight percent of Italian men own celebrity fragrance compared with six percent in Spain and just four percent in France and Germany.
— The British tie the Spanish at 6%. More fun facts at Smell it like Beckham: celebrity scents lure UK men at Yahoo News. Note that the article doesn't say men are buying these fragrances, only that they own them.