NEW YORK — Following the reinvention of its 1948 Vetiver fragrance two years ago with the new Original Vetiver, Creed has continued its drive to update classic scents with Original Santal, which is due to bow in March.
According to Erwin Creed, the 25-year-old son of chief executive officer Olivier Creed, the goal was to create a family of "Original" fragrances that reinvented scents from the past. Original Santal, is a variation on the brand's Santal Imperial scent from 1850. Creed's father-and-son ownership team worked closely together to create both Original Santal and Original Vetiver.
Santal Imperial was an eau de toilette with a more traditional approach, featuring a darker, true sandalwood note. The latest incarnation tones down the sandalwood smell, adding other ingredients and giving it a sweeter citrus scent. It will be marketed to both men and women. The company's first unisex fragrance in two years, Original Santal joins the other four unisex scents: Creed bestseller Imperial Millesime, Silver Mountain Water, Himalaya and Original Vetiver.
"We wanted to create something completely different," said Erwin Creed. "There were too many fresh fragrances, so we created a sensual, warm winter fragrance." Created by the company's sixth-generation owner Olivier Creed, Original Santal is infused with Asian inspiration — a woody and Oriental fragrance tapping into the rare royal sandalwood trees of Mysore, India.
Creed's U.S. distributor believes the fragrance will be especially successful among loyal consumers. "Creed may have more modern appeal, but the roots and history — going back two centuries ago — are still present in today's creations," said Emmanuel Saujet, vice chairman and ceo of International Cosmetics & Perfumes Inc. "But the tradition has never been lost. And that's the beauty of keeping it in the family."
Original Santal features top notes of sandalwood, cinnamon, coriander and juniper berry; middle notes of lavender, orange zest, rosemary and ginger, and base notes of vanilla and tonka bean. The fragrance lineup will be available at Neiman Marcus, Saks Fifth Avenue, Bergdorf Goodman and at Canadian specialty chain Holt Renfrew. It will include a 30-ml. travel size version priced at $90, a 75-ml. bottle for $178 and a 120-ml. size for $198.
Hermès is launching a Laundromat pop-up shop in NYC - dubbed Hermèsmatic - where customers can bring their old scarves to be dip-dyed by an expert. Get all the details on WWD.com. #wwdnews (📷: @donstahl)