Erwin Creed Crafts Fragrance of Kings

Here is a reprint of one of my first articles on perfume, published November, 2006 by Fashion Group International.

Like a hint of fragrance, Erwin Creed left his audience wanting more.

The 7^th generation perfumer and heir to the luxury fragrance house of CREED was featured speaker at an FGI luncheon Nov. 8, 2006 at the Hotel St. Regis in Detroit.

It was Creed’s first visit to Detroit, and the 26-year-old charmed guests by visiting each table and shaking hands with every individual. The personal greeting set the stage for an intimate talk during which Creed explained the history of his legendary company, and the secrets behind some of its signature scents.

CREED was founded in 1760 in London as a leather goods company, creating costumes and gloves for nobility. Making fragrance was a natural evolution. “When you’re dressed, you put on perfume, it’s the final touch before you go out,” Creed said.

In 1854 the company moved to Paris, where it remains today.

There, Erwin works under his father, master perfumer Olivier Creed. They spare no expense on ingredients, and together they travel to collect the best iris, sandalwood, bergamot and roses from around the world. CREED continues to use hand infusion techniques to this day.

“We work with quality and it’s not possible to make quantity. We are limited edition and we want to stay like this,” Creed said. “That’s the beauty of CREED.”

Erwin and his father complement each other as they come up with new perfumes.

“I push a bit for trendy. He goes for classic. It is a good combination,” Erwin said.

Among Erwin’s creations is Virgin Island Water, a unique blend of lemon, coconut and jasmine that became the company’s all-time bestseller.

“To make a perfume you imagine something in your head then try to make it,” he said. “A lot of perfumers they are too mathematic. They know everything but they don’t take risks. I may not be the best perfumer in the world but I take more risks.”

CREED has made signature scents for famous personalities ranging from Napoleon to Princess Di. Fleurissimo was created for Grace Kelly; Green Irish Tweed for Carey Grant. But you don’t have to be a celebrity to get a personalized scent. Customers can visit Creed’s storefronts in New York City and London to commission their own perfume.

“We make a personal perfume not because you are rich or famous but because you knock on our door and we are available,” he said.

Creed said there is a lot of pressure on him to continue the long and storied legacy of CREED. Growing up, he dreamed of being a fireman, racecar driver or astronaut.

“But after all I fall in love with perfume,” he said.

CREED representatives shared perfume samples with FGI guests and passed around CREED’s new leather grooming kit, the second time it had been unveiled to the public. Erwin stayed to pose for photos and sign bottles purchased that day. Creed fragrances are available at Neiman Marcus and select Saks Fifth Avenue locations.