Brisbane's Libertine Parfumerie welcomed VIP guests and Creed's seventh generation heir, Erwin Creed to celebrate the launch of Acqua Originale. In all of its excellence it is a highly exclusive collection comprising of five original eau de parfum's dedicated entirely to luxury, each capturing the finest raw materials from around the world.
Erwin Creed explained that there is an extremely complex and tedious process needed to create their exclusive fragrances.
"It takes time. We focus on the scent."
"Our production process has been the same from the day dot. Other brands have minor modifications to stay current, whereas Creed does not. It is timeless," he says.
Seven generations later, Erwin Creed is next inline to carry on the craft from their Parisian laboratory.
"[Creed] is my baby. It is my focus," he says.
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Erwin smiles but explains the importance of quality and authenticity, "Quality and quantity are difficult to match together."
"We chose the complicated way. We are authentic. It's our brand, it's our vision."
Being true to their history and relying on an ancient infusion technique to capture the raw and rare materials for each perfume, it so happens that at times they will have limited stock and distribution.
"We have to be in the right store. We are not commercial," he said.
"I don't want to make money, I want to make beautiful things."
The Acqua Originale Collection is subtle and light, distinguished and sophisticated, and pure and sublime.
Created by Erwin's father, Olivier Creed, the collection bears his signature and style, it calls for the discovery and encounter with the most finely worked Eau de Parfum.
It is an assemblage of rare and natural perfume essences inspired from its creator's olfactory universe. It is the marriage of scents of woods, flowers, sugar and spices of East and West, Ode to joy, nature, pure water, forests and glades.
The excellence of this Eau de Parfum range will surprise. The Acqua Originale Collection is a metamorphosis: the Eau de Parfum certainly qualifies for the epiteth 'sublime', spellbinding miracle that you are invited to discover.
Creed fragrances are available in Australia at Agence de Parfum's retail arm Libertine Parfumerie, online through www.libertineparfumerie.com.au, as well exclusively through selected David Jones and Harrolds department stores, as well as a few other niche perfumeries in Australia and New Zealand.
For stockists, phone 02 8002 4488 or visit www.agencedeparfum.com.au for more information.