KERING ACQUIRES CREED + Top 13 Creed Fragrances 😱😱😱

[@ThePerfumeGuy]

🔥🔥🔥Watch my PDM/INITIO Acquired by Advent Fund Video here: kzbin.info/www/bejne/eYSuaJ6pi7l-Y9E 🔥🔥🔥

[@phyllisiervello]

As long as we have Sebastian, we will know what is going on in the perfume world.

[@gen_o]

I think the truly independent and artisanal fragrance houses left are family-ran and individually-owned Italian houses and a few English and French ones. Parfums de Nicolai, Ormonde Jayne, Fueguia,, Perris Monte Carlo, Floris London, are what came to mind.

[@Mrtellitlikeitis]

Means more watered down frags

[@tabdussamad]

😂😂

[@pullingthestrings5233]

They're already watered down 😂 I'm never ever touching Creed again. Just gonna savor my 500 ml flacons of aventus and royal oud.

[@Harrock]

And than they bring out a "Elixir" Version for double the price 🤣🤣🤣 thats the Fragrance circle now ... Strong Edt , gets watered down , New Parfum , gets watered down ... but wait ! Have you heard about the all new and intense Elixir Edition? You will love it ! 50ml for only 599$ ...

[@jimfleece2880]

I think at this point they'll just put water in their bottles lol

[@bigde131]

Broke bois

I sampled almost everything from Creed and ended up investing in a 100ml bottle of Royal Oud. That’s definitely the best one they offer today!

[@blankmandastankman]

@@wutru3142like salty 💩

[@rd5469]

I have most Creeds. Hopefully this is good news because their newer batches are weak.

[@edsaban572]

Nah, too linear too much pink pepper. Aventus followed by Bois de Portugal.

[@TheFragranceChannel]

Royal Oud is amazing, another one that grew on me was Royal Mayfair!

[@hryou1]

Could not agree with you more. This is the best one they offer by far.

[@Terry70-i9z]

So far still my overall favorite fragrance house. I wore Pure White Cologne yesterday. I have a one ounce bottle of it. Great list!

[@marekmareckionline8493]

my top3 is 1 Viking 2 Royal Oud 3 Bois du Portugal

[@anUntouchable]

Creed lists are always the best My top 3 are: 1 Royal Oud 2 Aventus 3 Spice & Wood

[@pablogolcher5836]

I've heard Spice & Wood is similar to Royal Oud, is that correct?

[@sk8girldecks11]

@@pablogolcher5836yes, and royal oud is better.

[@thecuttinggardener361]

Love in Black was my gateway fragrance. I still love it. I have a bottle of Royal Oud, which I love. Royal Princess Oud I just beautiful on me as well.

[@tomso8787]

my top 5 (in no particular order) Aventus Bois de Portugal Jardin D'Amalfi Original Vetiver Royal oud (Bonus fragrances: Zeste Mandarine/Citrus Bigarade)

[@jhy8191]

The absorption of smaller or niche beauty/fragrance houses by huge conglomerates just creates a wash of the beauty/fragrance market. Everything kind of becomes the same and often what makes a brand unique gets lost.

[@landonvickery7903]

Creed is my fav house! Aventus is timeless and Viking is great and also love Green Irish tweed and SMW!! Very expensive though and wish they still made the 4oz bottles!!

[@shawn6170]

I own SMW, VIW,GIT, original vetiver, viking, aventus cologne and royal water and for me Millesime imperial is not worth a damn penny, great scent but lasts about 15 minutes tops.

[@OceanluvOC]

I saw the press release last week and was wondering when you would talk about this! I wouldn’t be surprised if they end up reformulating some of them. I think Creed makes some nice fragrances.

[@ThePerfumeGuy]

Ooh that long ago. A subscriber sent it to me yesterday and I quickly shot a video as I was in the studio. :)

[@OceanluvOC]

@@ThePerfumeGuy I work for a company that has a fragrance & flavor division so we see many press releases released to industry peers first before making it public.

[@LaRusso]

Creed is basically as strong as Volvic flavoured water these days. Maybe Kering will bring it back to its best.

[@MansaMusa-v5q]

It will take a while before that happens they have to get rid of all the F-batches first even tho I think the F-batches are good

[@voltaire5427]

Would prefer if Creed was owned by Creed.

[@austine174]

I first tried Aventus in 2010 when it was suggested to me by a sales assistant. He wanted me to try this new fragrance that had just come out. I sprayed it on and it instantly became my favourite creed. Unfortunately, it smells like ammonia to me nowadays and I now prefer Royal Oud and Jardin d’Amalfi the most. Hopefully, this takeover will not result in reformulations.

[@dwayne3496]

Hoping that Creed goes back to earlier formulations of Aventus. My favorite batch was 17Y02. Never smelled anything like this and I purchased new bottle in 2022.

[@PedroEspecial-z9c]

Where?

[@shannonvienneau]

I was wondering when you were doing this video why I had never heard of any creed fragrances geared towards women are often mentioned. I know that you often mention both men’s and women’s fragrances, however that but at the end when it was said they wish to expand on the women’s fragrances it makes sense. I hope to see more stuff from this house in the future.

[@rachelc142]

Their women’s line are so weak! I couldn’t find anything I like.

[@shannonvienneau]

@@rachelc142 now that Carmina has such good reviews maybe that’ll spark some better long lasting fragrances from their women’s line. Can’t wait to try a sample!

[@DrRDW]

This acquisition could be a good thing for Creed fans. There's always that possibility that performance may improve. Quality could take a hit, but corporate perfumery tends to have decent longevity, which is an opportunity area for Creed.

[@seekthetruths22]

Yeah, but there's also a possibility that they might get even worse.

[@thugsy15]

LVMH to acquire Armaf soon. But in all seriousness, I think Kering buying Creed is a good thing. If I think of luxury, I think of LVMH, Kering etc, NOT BlackRock.

[@antonioharvey2130]

VIW, PURE WHITE, DIRTY NEROLI ORIGINAL VETIVER ARE SOME OF MY FAVORITE

[@Ceko]

I’m not that big of a fan of Creed but I sniffed Bois du Portugal today and I think I’m sold.

[@ThePerfumeGuy]

BDP is a great classic

[@funeka691]

So, if Creed was originally created as a tailoring house, why is it regarded as a niche fragrance brand as opposed to designer?

[@gregorystanton6150]

It’s a fake backstory, as is the whole history of the brand. There was no Creed before 1975.

[@JT-rx1eo]

​@@gregorystanton6150The contention is there was no FRAGRANCE house of Creed before the 1970's. There was a sartorial house of Creed.

[@mrrob4590]

Kind of sucks in one way that creed will eventually become total corporate perfumery. I like that they currently don’t crank out new frags every week. But with that said it would be nice to try new offerings even new directions from this house. I’m pretty confident they can keep their creed styling and make new styles of scents. I’d love to see a new oriental from them. I’d even love to see a new amber come from this house. Perhaps something patchouli focused

[@nathanthomas5133]

Every batch they crank out is a new fragrance as they dont seem to know how to get consistency in their formulations ! 😅

[@daniell5740]

Don't crank out fragrances a week? They don't even crank out a new fragrance a year lmao the last new fragrance they put out wasn't even new it was a flanker and that was two years ago

[@crigonalgaming1258]

They won't. Because Olivier Creed doesn't know how to make a dang perfume, and his son is more interested in sportscars lol.

[@rachelc142]

I’m pretty exciting about their home fragrance line.

[@jaysp1910]

Have never been into the Aventus hype, can't deny its success but always preferred Himalaya. Royal Oud is a great choice and i always enjoy Bois De Portugal as a great throwback scent. Most of the brand are easy wears but to me the longevity seems to seems to have reduced.

[@jasonmckee8145]

Although I love Creed's fragrances everyone knows they lack in performance. (except my Royal Oud perfotms quite well) Something tells me this acquisition will further this issue. Royal Oud is definitely my favorite ad well.

[@Tonixxy]

Aventus cologne performes 8h easily

[@iio58]

But that’s subjective. You’re saying a pure, natural product doesn’t last as long as chemical products. Well, that’s a given. But IMO you can’t compare creed to chemical compounds. Two entirely different beasts

[@augustinefaithdefender]

For me Vetiver Geranium is No.1. The scent smells youthful, airy effervescent, elegant!

[@polofunk]

Hopefully they'll start making creeds fragrances, last longer than 3 to 4hours with the prices they're asking.

[@moniquedjian]

Thank you for the Creed review! Yes, I did read the book.

[@phyllisiervello]

I am happy that I still own most of my long acquired vintage perfumes, and also that I have a huge collection, which will out-live me. After having to stop purchasing anything new, I have been enjoying what I have. Creed rhymes with Greed. I liked then at one time, until I did not like the cost of them.

[@bjones111]

Word on the street is they are developing a Creed “Aventus Absolu”. No idea if true.

[@neo7759]

It was 😂

[@wannabegolfin24-72]

Spice & wood is by far my fave Creed fragrance

[@ThePerfumeGuy]

It's a good one for sure. Top 2! But way overpriced!

[@phyllisiervello]

All of my Creed fragrances have gone bad on me except for one, which is the feminine fragrance of Fleurissimo and I also have a back-up bottle of it.

[@neo7759]

How did they go bad? Did you have them in too much heat or light or they just got old?

[@Bolinas]

Not bothered if the return the juice back to 11Z01

[@ashleylala4293]

I remember going gaga over Aventus when it first came out. I loved it but I didn’t buy a bottle because it was too masculine for me. In recent years when I’ve smelled it, I didn’t have the same reaction. I don’t know if it’s me and my taste changed or if Aventus is different now.

[@pullingthestrings5233]

It's different for sure. Anything after 2017 is garbage imo.

[@D2222]

It’s still good, I’ve been wearing it 11 years. Still can’t find anything better. Still get tons of compliments.

[@KottoKTG]

What kind of camera do you use? It’s great.

[@AMGTT]

Aventus sold $28M last year alone making it the #1 high end fragrance in the world creed sold 270M in 2023 creed just never fall off.

[@PJK4500]

Sebastian, ever try Cypres Musc? It is my favorite Creed! Beautiful cypress and oakmoss!

[@sonny_z900]

I currently only own Aventus but was trying to buy silver mountain water or virgin island water but they were out of stock and never got back to it. Buying a lot of Xerjoff lately. Got a BDK and Wilgermain.

[@mrrob4590]

I’d say my favorites from the house are Erolfa royal oud Boise du Portugal and royal water . Would love to try green valley. Next on my list from this house will most likely be neroli sauvage haven’t gotten this yet simply because of what I hear about longevity vs price value. Still I like how it smells.

[@JT-rx1eo]

Yea I have a bottle of Neroli Sauvage and it doesn't perform very well. Scent is OK. Not my favorite Neroli.

[@brabalans348]

This whole buying up brands sort of changes the whole concept of what should be constituted as niche… A 2 billion company is not really something to be considered particularly independent either regardless if they also create clothes or not… I also wonder if the gearing towards the Chinese market will spark a similar discussion among frag heads as it has among skin care nerds concerning chinas frivolous use of animal testing on all beauty products imported from other countries that are sold in their country… ?

[@minavamp2811]

it's true that kering owns gucci, bottega veneta, balenciaga. but the perfumes for those companies are made by coty and not kering.

[@skimaskready]

Erolfa didn’t make the cut?

[@Dappertrucker]

I just ordered the Viking 100 ml from Creed directly

[@markshannon2959]

It is possible Frank Sinatra wore Bois du Portugal. There is some evidence he liked lavender scents. But to be clear, he was 72 when it was introduced. I think Creed wanted the association super cool "Rat Pack" Frank of the 60s- not the 70+ Frank. I saw a fraghead get castigated in a Frank Sinatra forum for asking about it. One of the other old Creed "legends" was that Green Irish Tweed was developed for Cray Grant. Grant was in his 80s when GIT premiered, But again- Ihink they wanted the association with the super suave Cary of the 1940s and 1950s.

[@kristiezilis2350]

My favorite Creed is Royal Princess Oud ❤❤❤❤

[@Leonard_Washington76]

Silver Mountain Water is the only creed I’ll keep in my collection

[@plasmodiumfalciparum8660]

GIT and Spice and Wood. The earlier formulations. Current creeds are watered down and not worth the ridiculous prices.

[@iFrankie.]

Need Royal oud & Aventus cologne asap! Been trying to find a good batch of the 10th anniversary Aventus

[@NinjaBooKitty]

Wow another one I hadn't gotten around to (affording) buying and now won't. I am not at all interested in corporate perfumery. Guess I'll just stick with niche.

[@runni9210]

Viw have new notes! Coconut,coconut,bergamot,lemon,jasmin,white musk😊

[@stephand.4437]

The rumour is that Creed reformulated the Fragrances to lower costs of production. They changed the formular and replace natural ingredients. Just buyed a new bottle of Bois du Portugal and it is true , the scent is completly different from the old bottle. Sad!

[@raoulrusso7405]

Its a rumor, its real. Ifra abolished some chemicals and Naturals. The refomulations are for all the perfume, but the watering down Is not 😏

[@levoldunom]

What is The Ghost Perfumer about?

[@demonwares]

I stopped caring about Creed after they discontinued the 120ml bottles. Current Creed are washed down compared to before. I've bought several used bottles off eBay for a bit more than retail creeds go now. Well worth it for me.

[@raqoonn]

It's actually too easy to like a Creed perfume.. almost all Creeds generally got that musky airy clean core. Love Himalaya, Erolfa, Tabarome, SMW, S&W, and Royal Oud GIT, Aventus, Royal Water are also nice. Brands like Creed and Ormonde Jayne truly specialize in this style of perfumery.. but retail prices just absurd for that style.. especially Creed 😂

[@MrVein1983]

Not feeling too good about it. Creed should have stayed family owned. It’s what made them such a prestigious brand. Seems like prices will go up more and more to recoup all the money they’ve spent on the company.

[@jdmb03]

Prices went up under Creed and the juice became weaker.

[@bobperricone2216]

Royal Oud........my fav too

[@cortneyperfume_madness480]

I love my Creed Aventus For Her❤

[@aftekharkhan1094]

Aventus Absolu ... coming in November

[@ThePerfumeGuy]

Aventus EDP, EXTRAIT, ELIXIR, ABSOLU is the next flanker

[@aftekharkhan1094]

@@ThePerfumeGuy it's all happening

[@raoulrusso7405]

Source??😅

[@GabrielGarcia-ip2hs]

Top notch review Sebastian, looks and smells promising , btw Royal oud is fab🍀✨🍒🍒🍒

[@that_girl555]

It’s interesting that Tom Ford, Creed, Parfums de Marly and Initio have all been sold this past year. They all have in common one thing: ridiculously overpriced fragrances. I’m enjoying my $25 Afnan Supremacy in Heaven, a Creed SMW inspired fragrance. I use a few sprays on my hospital scrubs. Crisp, clean, unisex. Afnan dna is smoother than Armaf dna to my nose, although Armaf is usually longer and stronger wearing.

[@nathanthomas5133]

Only the Tom Ford clothing division was sold - Estée Lauder have always owned Tom Ford Beauty since day one.

[@mamacita6500]

Definitely pricey but worth it. How do you know if discounter is reputable and selling you authentic Creed Fragrances??? Any suggestions for reputable discounters in the US? Thanks

[@ThePerfumeGuy]

I trust certain discounters! :)

[@KeyScents223]

This is possibly why there has been a overflow of Creed testers. I’ve picked up so many for under $200. Even the F000 batches.

[@Tonixxy]

I also bought super cheap tester.

[@burgersuperking]

Next step would be to use Creed resources to produce Demna Gvasalia's Balenciaga perfume, as well as new Bottega Veneta and Alexander McQueen.

[@basilfabian05]

acquisitions are always a worry. hopefully they don't mess with the fragrances too much.

[@pullingthestrings5233]

Trust me they will never be the same

[@daniell5740]

Messing with them might actually help creed in this case lmao

[@frankp1648]

The one fragrance I'm missing is Royal Mayfair. I enjoy the combination of eucalyptus and rose.

[@ThePerfumeGuy]

Discontinued. Plus Windsor which I mentioned a couple of times became Royal Mayfair! :)

[@JT-rx1eo]

Do you like the smell of mothballs?

[@frankp1648]

@@ThePerfumeGuy Ah, I didn't know Royal Mayfair was discontinued. Luckily I have two bottles.

[@frankp1648]

@@JT-rx1eo Apparently😉

[@majstorgile]

Is that Le Male Elixir next to Scantal and Boucheron box?

[@ThePerfumeGuy]

YEs: kzbin.info/www/bejne/gpeZn6l6q9uBitE

[@debrajane7622]

Great video on this topic, Sebastian! 👍 It will be interesting to see what Kering does with the acquisition, and it will also be interesting to see what other deals may be forthcoming in the luxury fragrance space. I think there will be more deals to follow this one within the next few months.

[@PaulAncheta]

As long as Kering Beauté avoids what L'Oreal has done to legacy brands: to not democratize its lines and allow Creed (and Balenciaga!) to continue what they're very good at. Almost every fragrance brand under L'Oreal became a shadow of its former prestige.

[@ThePerfumeGuy]

Yes

[@underrottensky]

James Gandolfini wores Bois Du Portugal :)

[@ThePerfumeGuy]

Definitely not Frank Sinatra but Italian! LOL!

[@scentedbyjota]

Hopefully they will make their fragrances alittle stronger

[@bossladykey2]

Love in White was my intro into Creed and is my favorite. Adventus for her was a no for me but I still like the brand overall.

[@Harrock]

I have an Luxry ETF in my Portfolio with LVMH, Hermes, Kering Prada and so on ...

[@c-mo313]

All I needed to hear was “Blackrock”

[@stevecinneide8183]

Anybody know if Aventus uses real oakmoss?

[@tommyf6576]

Hopefully that will alleviate the batch variations and maybe stronger(?) (hopefully)

[@getsf]

I bought royal oud here in France, 120 $ it was a tester but good deal (100ml)

[@ThePerfumeGuy]

That's a good deal. Love that one.

[@blankmandastankman]

They should retro the 4 oz bottles and roll them back out in the lineup with a “vintage formulation” marketing scheme. I think that would do pretty good, despite knowing that they’d charge an incredible tax on them

[@JT-rx1eo]

Yes but the scents themselves would have to equal their vintage counterparts in order to make the campaign successful.

[@blankmandastankman]

@@JT-rx1eo yes that’s the whole idea behind “vintage formulation” - I said “scheme” but I agree, there’d have to be no scheme about it and yes the scents would have to at least compare to former formulations and not just be thrown on the bottle

[@mr.mcclain9917]

Royal Oud is my favorite too but it should have been named royal Cedar. I don’t smell any Oud in it.

[@ThePerfumeGuy]

I agree. It's a cedar bomb. I love it.

[@raykinghorn5319]

Royal oud is my all time favorite fragrance

[@stevenweix4330]

It generally spells disaster when these brands are acquired by big conglomerates... Or maybe it's only Lauder that destroys everything... (Jo Malone and Tom Ford)...

[@abdoulvic]

Is creed completely owned by kering, or just a mother company ? . I mean is creed sold completely ?

[@ThePerfumeGuy]

Yes sold Kering bought it. The sale is finaly by the end of the year.

[@silverbacksillage6812]

Great job

[@jdmb03]

Oh boy, can't wait for more Creed Aventus drama.

[@martianlynch6769]

Does no one like Royal Water from Creed? I thought it would be here

[@Apero1Spritz]

Expanding into the female fragrances and home fragrances? I just smelled the five new room sprays by Creed. They are okay.

[@JLOrenstein]

I'm happy about it

[@EanPaul200]

I fully expect more weakness and higher prices. All decisions will be financial now.

[@arnaudpollet-thiollier6054]

I am so happy that Creed is French again!😁

[@AndyPanayiotou27]

Anything can go but Xerjoff, in particular, looks like it's positioning itself for a buyout. My main reasoning why is that they've been consolidating their brands lately. Sospiro was brought under Xerjoff branding a few years ago and they brought in Kemi a few months ago too. Add that they were, what seems like a last minute, addition to Esxence this year. An event they haven't attended in years.

[@ThePerfumeGuy]

I forgot to mention Amouage but uncertain about them as well. We shall see which will it be?

[@AndyPanayiotou27]

@@ThePerfumeGuy Perhaps. Aren't they owned by the Omani royal family/head of state, though? I admittedly don't have any experience but my impression is that they would be unlikely to sell.

[@pullingthestrings5233]

Estee lauder will be purchasing xerjoff

[@daniell5740]

Juve everything has a price especially niche houses

[@vktravellog1242]

Explains why things have gone down hill!

[@noursleiman1306]

Neroli Sauvage I do like. Everything else seems overrated. Aventus, smells nice, but it's just not wow and doesn't last anything what people in the past used to say.

[@Michelle-Eden]

Creed never lies. They're just truth challenged.

[@OsAbliNgin911]

Will this actually make Creed better? There were folks that hated Creed being owned by BlackRock, and decided not to buy Creed anymore.

[@heinrichpelser]

Millesime Imperial 💪💪💪

[@ryanhuerta1024]

I hope Creed can return to their roots of making beautiful fragrances in the 1990's. I do love Creed and would love for them to go non IFRA. 😂😊

[@ThePerfumeGuy]

Oh yes, would be cool!!

[@ryanhuerta1024]

One that is under the radar that I enjoy is Vanisia. Targeted towards Women, but very unisex.

[@daniell5740]

They would go out of business of they went none ifra

[@Tonixxy]

​@@daniell5740would they? Ifra is bs advisory organization not a lawmaker

[@manafissam6402]

Wasn't Creed sold a few years ago ?

[@ThePerfumeGuy]

Yes they were to Black Rock and they are sold again to a giant conglomerate.

[@ThePerfumeGuy]

*Fashion Conglomerate.

[@vandemonia]

Silver mountain water is garbo. Bois du Portugal rules

[@ashleylala4293]

God I LOVED Cool Water in the 90s. 😂

[@realblackbetty2204]

Does black rock own everything??

[@ThePerfumeGuy]

Yes but will not longer be owned by them once the sale is final.