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Creed Perfume - A Reputation For Exclusivity   by Gen Wright

The House of Creed was founded in 1760 by James Henry Creed, originally as a tailoring shop. The House quickly rose in fame, as Creed became sought after by such notables as the Count D'Orsay and Queen Victoria. The firm, at that time known as Creed and Cumberland, received a royal warrant from the Empress Eugénie for tailoring articles.

Along with dressing royalty, the House of Creed began creating perfumes practically from its inception. Over the years, as the House of Creed was passed down through the family, the methods of creating the perfume remain the same. Even today, many of the perfumes are made by hand, some using the same macerating technique used in the 18th century. Fresh, natural ingredients are used in the perfume batches, including florals like bergamot, iris and rose.

As with the company's tailoring business, the Creed fragrance line also attracted a fair share of notable enthusiasts, from political figures to actors and actresses, including such people as King George III, Eva Peron, Audrey Hepburn, Grace Kelly, Winston Churchill, George Clooney and Michelle Obama. Perfumes were specially designed for many of these people.

The perfume creation process is an extensive one, as described by Erwin Creed, the Creed heir apparent. During the process, the designers wear the perfume being designed, exclusively. Over time, subtle tweaks and changes are made to the perfume, adding and removing different ingredients, until the perfumers are happy with their creation. This process may take years to complete.

Part of the secret of Creed's success throughout the centuries appears to be its unusual form of marketing -- as in, very little. Because of the high price and lack of advertising, the perfumes have become practically legendary, with a reputation for exclusivity and rarity. Add in the high quality ingredients and painstaking creation process, and the desire for Creed perfumes increases remarkably. So much so, that new perfume releases are often heralded with a waiting list.

Unlike other perfumers who want their fragrances to be widely available, Creed only allows its perfumes to be sold at less than 100 cosmetics counters, including a boutique store in New York City. Salespersons are specially trained to spend as much time as necessary wooing a prospective customer, using the power of the fragrance to make the final sale, while regaling the customer with tales of Creed's history and uniquely classic ingredients.

Some of Creed's oldest fragrances are still some of the most popular, including Royal English Leather, a unisex fragrance first devised in 1781 specifically for England's King George III. More recent scents in Creed's collection include Acqua Fiorentina, a fruity and floral women's scent, and Tabarome, a men's fragrance that evokes the scents of fine cigars and brandy.

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