Incredible as it may sound, it’s true – the heritage of the House of Creed goes back seven generations. As Erwin Creed readies himself to take on the legacy from his dad, Oliver Creed, their boutiques in Paris, New York and Dubai are abuzz with customers walking in for the ‘finest perfumes in the world’
King George III, Empress Eugenie of France, Emperor Franz-Josef of Austria-Hungary, his stylish wife, Empress Elisabeth and Czar Nicolas II of Russia, Queen Victoria, Duke and Duchess of Windsor and Queen Maria Cristina of Spain are but a few historical patrons of fragrances from the House of Creed. So are Sir Winston Churchill, John Kennedy, Jacquline Onassis, Laura Bush, Michelle Obama and Kate Middleton.
Some might argue House of Creed is not a pure, royal bloodline with James Henry Creed, founder of the House of Creed in 1760, being better known for his skills in custom tailored clothing. Nevertheless, it was he who envisioned King George III resting his chin on his gloved hand, inhaling the glove’s fine aroma. And for this he created the first Creed fragrance, Royal English Leather and laid foundation to claim the fragrance throne.
In a manner of speaking, the House of Creed ‘invaded’ France in 1854, relocating to Paris and ruled thereon by providing fragrances to royal houses across Europe. Generations followed the footsteps of their predecessors and ensured that the assurance of quality that defined Creed was never compromised.
Today, Creed stands on the shoulders of the father-son duo – Oliver Creed and Erwin Creed. Oliver Creed is credited for some of Creed’s most beloved treasures: Green Irish Tweed, Millesime Imperial, Silver Mountain Water and Spring Flower. He also created Himalaya and Original Vetiver with contributions from the promising and young Erwin Creed. The doting prince is evidently awestruck by his father, and with good reason.
Oliver Creed is definitely an artist. His philosophy is simple… ‘to create something beautiful and true’. And in the true sense of being a traditionalist, he believes that the old methods of fragrance making are the best, which are the hand methods used at the founding of Creed in 1760. They are still in use today at Creed. All Creed fragrances are made at a single location, a workshop in the woods of France, in Fontainebleau, by Oliver Creed, Erwin and a production staff of approximately 30 people who handle bottling by hand. That is all. No factories. No laboratories. No market testing. No testing on animals, nothing. The master perfumer decides, and that’s it. The master perfumer, of course, being Oliver Creed.
“My father can be defined as a crazy artist. His talent is indescribable and I hope to learn all I can from him.” says Erwin. Even though the House of Creed is over two centuries old now, it’s perfumes were made available to the public only in 1970 by Oliver Creed. And that makes Creed quite new and young in a manner of speaking. A lot rides on the shoulder of the charming prince Erwin, who accompanies his father across the world choosing only the finest ingredients for their perfumes.
Most loved Creed creations in the last decade
In 2000, Creed broadened its offerings with grooming products including soaps, bath and shower gels, hair and body washes, body lotions, after-shave balms, perfumed oils, and deodorants.
In 2002 Erwin Creed contributed to the creation of his first fragrance, Himalaya, a clean, woody, invigorating scent inspired by Oliver Creed’s climb of the Himalayan Mountains.
In 2005, Oliver Creed created Love in White, which has been worn by Laura Bush and Michelle Obama and hence also referred to as “the White House fragrance”.
In 2006, Kate Middleton was presented with the first bottle of Creed Royal Ceylan and also the the debut of Original Santal for men and women, a scent of royal Indian sandalwood.
In 2007, Virgin Island Water was born, followed by Love In Black in 2008, inspired by Jacqueline Onassis.
The year 2009, saw the launch of Acqua Fiorentina, evoking the Renaissance city of Florence and Sublime Vanille, first in a new Royal Exclusives collection-within-the-collection.
In 2010, Creed celebrated its 250th year by opening its only U.S. store at 794 Madison Avenue in Manhattan and with the creation of Aventus, inspired by the strength and success of Napoleon. It debuts and instantly becomes the best- selling men’s fragrance from Creed.
In 2011, Creed announced Royal-Oud for men and women, with luxurious oudh.
In 2012, Acqua Fiorentina was reintroduced, a fan favorite for years. Light, fruity, and floral, it is a reinterpretation of the beloved original fresh blend.
In 2012, Fleurs de Gardenia was released, a romantic scent for women evoking the delicate, dreamlike feeling of first love.
And in 2013, ‘The most exclusive perfume in the world: Creed’s new fragrance – Millésime 1849 was launched. This fragrance is exclusive to Harrods and Creed Boutique and has been specially created by Olivier Creed for Harrods. The name celebrates the establishment of Harrods in the year 1849 at 105 Brompton Road – Knightsbridge, while the fragrance defines the legendary Creed style, interpreting it at its most exuberant and bewitching.