Creed is one of the most coveted niche fragrance houses of all time, renowned for quality, refinement and originality.
Founded in 1760 in London by James Henry Creed, the house rapidly became a favourite of the Court of England, with Queen Victoria appointing Creed as the court’s official fragrance supplier, an honour that was soon bestowed from a number of the great courts of Europe.
Royals such as Napoléon III, Empress Eugenia, François-Joseph and Elizabeth of Austria-Hungary, and Queen Christina of Spain recognised Creed’s creations for their desirable beauty and authentic innovation, prompting the house to move its base from London to Paris to better serve its exclusive clientele.
Creed’s long familial line of master perfumers, with knowledge passed on from one generation to the next, have created a catalogue of more than 200 fragrances that has seen them become one of the world’s only true ‘cult’ houses. With each generation, a long line of loyal clients has developed, including Grace Kelly, Audrey Hepburn, Cary Grant, Paul Newman, Princess Diana and Elizabeth Taylor, and more recently, Brad Pitt, George Cloony and Her Royal Highness The Duchess of Cambridge.
In present day, at the helm of the dynasty is Olivier Creed, a fragrance visionary who has dedicated his life to crafting exquisite and internationally revered creations representative of his love of the art of perfumery, proving the adage that master perfumers are born, not made.
Working alongside Olivier is his son and seventh generation heir Erwin who, like his father, has an inherent understanding of the complex world of niche fragrance.
Both Olivier and Erwin traverse the globe sourcing the purest essences in existence including rose and jasmine from Bulgaria, Turkey and Morocco; iris from Florence; violets from Parma in Italy and tuberose from India, ensuring their perfumes are as beautiful as those first created 200 years ago.
Containing the highest percentage of natural components in the French perfume industry, Creed’s luxurious fragrance compositions are crafted using an infusion technique now abandoned by modern industry, enabling Olivier and Erwin, ever the perfectionists, to preserve the originality of their fragrances, subsequently manufacturing Creed’s own infuson of vanilla, civet, musk and ambergris.
The components are then weighed, mixed, macerated and filtered by hand in the highest tradition of the founder, James Henry Creed. As expert perfumers with an innate ability to create their own perfumes, a skill so rare in today’s industry, it is this talent that contributes to the 250 plus year old company’s resounding, modern-day success.
Creed fragrances are available in Australia at agence de parfum’s retail arm Libertine Parfumerie, online through www.libertineparfumerie.com.au, selected David Jones and Harrolds department stores, as well as through other niche perfumeries in Australia and New Zealand.
For stockists, phone 02 8002 4488 or visit www.agencedeparfum.com.au for more information.
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