Page 28 - Cosmopolitan India (January 2020)

upfront

WELCOME TO

Erwin INDIA, CREED!
Creed
We caught up with perfumer Erwin Creed at the
launch of the brand’s flagship boutique at The
Chanakya, New Delhi, to learn more about the iconic
brand and its penchant for fine ingredients.

Cosmo: You are the seventh-generation member of the
Creed family... Were you naturally drawn to the world of
perfumery, or was it a path that was already carved out?
Erwin Creed: “When I was young, I wanted to be a fireman,
and then it changed to Formula One driver. I guess I wanted
to do something different from what my family was into. But
as you get older and learn the process, you fall in love with it.”
C: What inspires you to create a new scent?
“I don’t EC: “I’m driven by the urge to create something
different. When we launched our oud range, we
like to knew it was very popular in the Middle East,
but because everyone was doing it, we had to
wear be careful... It didn’t do well in the Middle East
(because it was lighter as compared to the ones
perfumes!” you get there), but we’ve had so many customers
tell us that they don’t like oud, but they love our
oud-based scents.”
C: Does your nose ever get tired?
EC: “Well, I get tired when I hate a best-selling perfume—
that forces me to understand why people love it. But I like to
take my decisions in the morning, because your nose is less
‘polluted’ at that time. ”
C: What’s the one thing no-one knows about you?
EC: “That I don’t like to wear perfumes!”
C: And why is that?
EC: “To be able to smell well. If I’m wearing a strong scent, I
won’t be able to work on and judge the one that I’m working on.”
C: What’s new in the world of Creed?
EC: “Each fragrance is a new one for us. We work with a lot of
natural ingredients, and when we mix them to create a certain By: MEGHNA SHARMA
scent, each batch smells a little different...as if the fragrance
has evolved.” n
(Top to bottom) Creed
fragrances are often
inspired by beautiful ERWIN’S TOP PICKS FOR COSMO
locales around the world.
Just some examples: the
French Riviera, snow- 1. Creed Silver Mountain Water: Inspired by the snow-
capped Swiss Alps, and the capped Swiss Alps, this adventurous scent features notes of
iconic Hollywood Sign in LA blackcurrants, green tea, bergamot and sandalwood.
2. Creed Spring Flower: This fruity-floral perfume captures
the glamour of Hollywood in a bottle. Fresh and flirty, it’s the
perfect fume for the season ahead.
3. Creed Love In White: An ode to Creed’s passion for luxe
ingredients, Love In White features ingredients from five
continents. Also, the day it was launched, the Empire State
Building was illuminated in white lights as a tribute to the scent.