Erwin Creed shares the story behind Creed's Les Royales Exclusives perfume collection, which has brought irresistible joy to people around the world.

History reveals that fragrances have long been a fascinating wonder capable of capturing the essence of an individual. It acts as an unspoken message of truth that can convey much more than we would dare to reveal with our tongues.

When Catherine de Medici married King Henry II of France in 1547, she brought along her personal perfumer, René le Florentin who created exclusive fragrant compositions for her that spoke of elegance, class and status. The talented man then sold them underhand to the wives of rich men. It wasn’t long before his creations became an essential element in Parisian high society.

This Italian perfume maestro may no longer be around but his contributions to the world of fragrance have set the foundation for modern perfumery. In present-day Europe, The House of Creed is a very successful family business that serves only the upper crust of society. Its fragrance collection, the Les Royales Exclusives, is a mirror of that Florentin excellence. 

Created by the talented Olivier Creed, master perfumer of the olfactory house together with his son Erwin, the collection’s five fragrances can only be found in Kensapothecary stores and Isetan counters at KLCC and The Gardens Mall. Offered in a hand blown pochet glass bottle etched with the Creed family crest, these sleek and refined bottles are worthy of being displayed.

But as attractive as they may be, it is in fact the scents within these bottles that are far more impressive, containing the noblest of essences made possible by a rare infusion technique. “This is the most ambitious project in our 250 years. It makes a statement to the aesthetic world about our legacy, quality and collectability of fragrance as art,” says Erwin, seventh generation Creed and heir to the perfume house. 

According to Erwin, the ingredients are all handpicked and carefully selected, from pure rose essences in Bulgaria and Turkey to tuberoses from India. The five scents housed in the Les Royales Exclusives collection are White Flowers, Pure White Cologne, Sublime Vanille, Spice and Wood, and Jardin d’Amalfi. Inspired by many elements, each is a beautiful work of art in its own right. All the fragrances evoke a different character and that explains the amount of thought that went into the creation of the whole collection.

Erwin puts it best when he says: “It is an exquisite collection expressing fragrance as fine art in every sense. It caters to everyone as each fragrance has a different classification from soft oriental to dry citrus and fruity fresh.”


To read the full story about Creed fragrances, get a copy of Malaysia Tatler June 2014 issue, available on newsstands now or click here to purchase the digital version.

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