Yesterday, Kering, the owner of Gucci, unveiled* a deal to acquire the luxury French perfume brand Creed. This is their first acquisition following the earlier announcement this year, where they revealed their plans to establish an internal cosmetics division. In the world of luxury fragrances, the name Creed resonates with a unique blend of sophistication, elegance, and tradition.
This renowned brand has been in the business for centuries, continually pushing the boundaries of creativity and innovation while maintaining its commitment to quality. From royalty to celebrities and perfume connoisseurs, Creed’s opulent creations have a diverse and esteemed following.
The History of Creed
Founded in London in 1760 by James Henry Creed, the House of Creed began as a tailoring establishment, with a modest yet promising start. Not long after, Creed ventured into the world of fragrance, producing exclusive scents for high-society clientele, including King George III. Creed’s reputation grew, and by the 19th century, their fragrances were favoured by European royalty and aristocracy.
Over the years, the company has been passed down from generation to generation, keeping the artistry within the family. The brand’s commitment to preserving traditional techniques while embracing contemporary styles has kept Creed at the forefront of luxury perfume brands for more than two and a half centuries.
In its early days, Creed served a very elite clientele. The house created customized fragrances for discerning customers who were typically from high society or royal families, hence its royal warrants from several monarchs. Creed’s tradition of creating bespoke perfumes for the elite began with a fragrance for King George III, named “Royal English Leather.”
Over time, they crafted unique scents for notable figures such as Queen Victoria, Empress Eugenie of France, and Emperor Franz-Josef of Austria-Hungary.
As the Creed brand garnered prestige, its reputation extended beyond royal circles. In the 20th century, Creed began crafting custom scents for iconic celebrities. For instance, Creed’s “Fleurissimo” was commissioned by Prince Rainier of Monaco for his bride, Grace Kelly, on their wedding day in 1956. In 1985, the house created “Green Irish Tweed” for Cary Grant, and a decade later, “Millésime Impérial” was reportedly crafted for Saudi Arabia’s King Faisal.
However, these exquisite fragrances weren’t initially available to the broader public. They were exclusively created for a specific individual and, often, were never reproduced. The aura of exclusivity that surrounded the Creed brand only made it more sought-after, and its reputation for bespoke quality and unique scents grew.
It wasn’t until the late 20th century, under the leadership of Olivier Creed, the sixth-generation master perfumer, that Creed began to release fragrances to a wider audience. Olivier wanted to share the masterful creations of the Creed house with a larger clientele, and thus, he started launching commercial perfumes based on the private commissions the house had previously made.
Among the first to be released to the public was Green Irish Tweed, which quickly became a bestseller and remains one of Creed’s most beloved scents. Soon after, other classic fragrances followed, including Silver Mountain Water, “Original Vetiver,” and the now globally recognized Aventus. Despite being available to the public, these perfumes were produced in limited quantities to maintain their exclusive appeal.
Today, Creed is celebrated globally for its high-quality, handcrafted fragrances that blend tradition with innovation. Its offerings, once accessible only to the world’s elite, are now enjoyed by a broad spectrum of discerning consumers. Yet, the brand’s esteemed history, and the lingering sense of exclusivity and prestige, continue to elevate Creed as a fragrance house of distinction.
What Sets It Apart From Other Perfume Brands
What truly sets Creed apart is its commitment to quality and the unique process by which its fragrances are crafted. Each Creed perfume is meticulously crafted using a time-honoured infusion technique, which is a rarity in the world of perfumery today. This method involves macerating and filtering the ingredients several times to create a highly concentrated extract, ensuring longevity and richness of scent.
Moreover, Creed remains a family-owned business, now led by the eighth generation, ensuring consistency and adherence to the brand’s high standards. Each scent is carefully curated with a blend of unique notes, creating a symphony of fragrances that are both timeless and contemporary.
The Most Popular Fragrances from Creed
Creed’s portfolio boasts an impressive collection of fragrances, each with its own unique story and personality. Here are five of the most popular and beloved scents:
Aventus stands as the flagship fragrance of the Creed brand, launched in 2010 to commemorate the house’s 250th anniversary. This scent is an intriguing blend of fresh fruits, exotic spices, and earthy oakmoss, designed to evoke the spirit of a triumphant, modern man.
Silver Mountain Water
Silver Mountain Water captures the freshness of a clear, sparkling stream in the Swiss Alps. With notes of green tea, black currants, and musk, it provides an invigorating, refreshing scent that has proven a favorite since its introduction in 1995.
Green Irish Tweed
Originally crafted in 1985 for actor Cary Grant, Green Irish Tweed is a timeless classic. It boasts a rich, fresh fragrance with notes of lemon verbena, violet leaves, and sandalwood, reminiscent of a breezy walk through the Irish countryside.
Virgin Island Water
Introduced in 2007, Virgin Island Water is a vibrant fragrance that captures the tropical splendor of the Caribbean. With a delicious blend of lime, coconut, and white rum, this scent is like an endless summer in a bottle.
Created in 1995 to celebrate the brand’s 140th anniversary, Millesime Imperial is a captivating scent. This fragrance offers a blend of fruity notes with sea salt, making it a truly regal and versatile perfume for both men and women.
A Creed Shoppers Guide – What to Think about when Looking for Creed Perfumes
Shopping for a Creed perfume can be an exciting endeavour, but with such a diverse range of fragrances, it may also be a bit overwhelming. Here are some considerations to help you make an informed choice:
- Personality: Creed fragrances have distinct personalities. Whether it’s the assertive boldness of Aventus, the refreshing tranquillity of Silver Mountain Water, or the timeless elegance of Green Irish Tweed, consider which scent best suits your personality and lifestyle.
- Occasion: Some fragrances are better suited for everyday wear, while others are perfect for special occasions. For instance, Virgin Island Water might be ideal for a casual day at the beach, while Millesime Imperial could add an air of sophistication to a formal event.
- Season: The season can influence how perfume smells on your skin. Lighter, fresher scents like Silver Mountain Water might be more suited for warm summer days, while a rich scent like Aventus may be ideal for colder months.
- Ingredients: Pay attention to the ingredients. If you prefer fresh and citrusy notes, consider Virgin Island Water. If you gravitate towards earthy and woody notes, Green Irish Tweed might be for you.
Remember, the best way to choose a fragrance is to test it on your skin, as body chemistry can significantly influence how a perfume smells. Take your time, explore your options, and let your senses guide you to your perfect Creed scent.