For the first time in the last decade, since consumer and retail information provider The NPD Group has been tracking prestige fragrances, a men's fragrance took the top spot as the number-one new launch.

According to the NPD, Sean "Diddy" Combs' Unforgivable scent rocketed to the top, focusing attention on the men's fragrance category. The other top-rating new debuts include Vera Wang’s Princess, Juicy Couture, Euphoria Men and Polo Double Black. The figures are ranked on first full month of sales plus December sales.

"The success of Unforgivable speaks to a growing trend toward men's fragrance. Most people don't realize the growing ascent of men's fragrance in prestige.  In 2006, a men's scent was actually the top selling prestige fragrance for nine out of 12 months," said Karen Grant, senior beauty industry analyst, The NPD Group. "This appears to be a more recent trend, picking up momentum each year.  For example, if you look back to 2003, there was only one month when a men's fragrance was the number one seller.  By 2005, a men's fragrance was number one five months out of 12."