The Creed Effect

Creed Boutique - 74 Rue des Saints-Pères, 75007 Paris, France.

Never before in my life have I been stopped in the street and asked which brand of perfume I am wearing; this was until I discovered Creed some years ago. The weird thing about perfumes is that you can barely smell them on yourself, so it was always a surprise when people noticed or made a comment. At first, I thought nothing of it, but the occurrences became increasingly frequent as my collection grew; even a few men began asking the question, which is unheard of given the reticence of most blokes to acknowledge anything remotely sartorial.

Over time, Creed became the only perfume I purchased and I began researching the company’s provenance. The House of Creed was established as a tailoring business in London in 1760 by James Henry Creed serving an exclusively aristocratic and royal clientele. He soon developed his own fragrances including Fleurs de Bulgarie that allegedly found favour with Queen Victoria. The House was passed down through the family generations slowly establishing itself as a genuine luxury brand relocating to Paris in 1854.

In modern times, the introduction of Green Irish Tweed in 1985 inspired a new generation of customers as did Aventis fifteen years later. Opening a boutique in New York was the catalyst for further expansion and the launch of a range of complimentary products including candles, soaps and handmade leather wash bags. Licensing agreements ensured Creed concessions were launched the world over in turn inspiring a raft of PR exposure within the luxury-obsessed media.

And now, a vast array of fragrances is available in every major city across the globe and an increasingly loyal client base eagerly anticipates the release of each new scent. Viking is the latest variance to hit the shelves and has already inspired a couple of compliments when first worn on a night out.