Market research firm The NPD Group has some good news to report heading into the holiday season: Total prestige fragrance sales have been experiencing a marked improvement over the same time in 2009, when fragrance sales were down -12% from 2008. Sales from August to October 2010 grew +4% (up $20 million) over the same time period last year, says the firm.

Women’s and men’s fragrance juices (single-item bottles such as perfumes, colognes and after shave products that pour, spray, balm or lotion) have experienced a resurgence. Women’s fragrance juices experienced six months of consecutive increases with growth accelerating to a high of +9% in October. While men’s fragrance juices have posted five months of consecutive increases and also experienced accelerated growth of +20%. While these gains are up against a very weak October 2009, when dollars declined -15% overall, the NPD Group says the results mark the most positive monthly performance in at least two years.

New women’s fragrance launches, such as Gucci’s Guilty and Acqua Di Gioia and new men’s fragrances launches, like Bleu De Chanel and The One Gentlemen, contributed to October’s strong fragrance growth.

The top three best selling total prestige fragrance brands according to dollars sold, from January to October 2010 were:

1. Coco Mademoiselle
2. Acqua Di Gio Pour Homme
3. Light Blue.

As the year draws to a close, fragrances face the two most critical months of the year, which represent close to 40% of annual sales.

“While there will again be electronics vying to be top gifts this holiday season, new fragrances, as well as classic scents, have again become contenders this year,” says Karen Grant, vice president and global industry analyst, The NPD Group. “It’s like a renewed love affair with fragrance and you can be sure consumers will delight in the offerings for them this holiday.”