CaFleureBon Modern Masterpieces: Creed Aventus- Creed’s 21st Century Comeback

Olivier_CREED

Olivier Creed

There is probably no fragrance house which elicits more strong responses than Creed. Those that are fans of the Creed style and history are fervent in their support. Those who find all of the name dropping and unconditional support overbearing have an equal disdain for the brand. I wouldn’t consider myself a member of either extreme and if pressed I would say I lean towards the support side over the disdain side. Although for a long time as we entered a new century it seemed like the new releases were increasingly uninspiring and forgettable. By 2010 I was wondering out loud if Creed was going to coast into the future on the classics of the past. Olivier Creed had an emphatic answer to my musings.

aventus

Creed is a family business which has been passed on from one generation to the next and, in 2010, Olivier Creed was just starting to hand over the reins to the seventh-generation, his son Erwin. In 2010 with the release of Aventus this sixth-generation of the name on the flacon showed he still might have something new to say. I was fortunate to have been provided a preview sample back then and I remember being confounded at first as I tried to come to grips with the idea that Olivier Creed had produced a fruity floral intended for men. The backstory explained it was meant to be homage to Napoleon Bonaparte in fragrant form and that was certainly true. Over the years I have forgotten about all of that and marvel that a perfume which starts with a prominent pineapple note, among other fruits, which then gets all floral before finally ending up in a woody finish works so well for so many men. Aventus has been at or near the top of the Creed sales since its release and that Olivier Creed did this with this class of perfume is exactly why this is a standout perfume.

Creed-Aventus

Aventus begins with that pineapple note, lush and juicy, not content to just leave it at that; tart green apple is used as contrast and blackcurrants add typical berry lustre. These three notes have been used in a number of feminine fruity florals but in the case of Aventus Olivier Creed uses them to create an energy few fragrances can match. Every time I wear Aventus this opening is a small wonder. The heart is rose and jasmine and these are again delicately balanced and at this point fruit and flowers are completely in control.  As we head towards the base some more traditionally masculine notes appear as birch and patchouli impart a solid woodiness. This is followed by oakmoss, ambergris and musk to finish it off.

Aventus has all day longevity and above average sillage.

If you read the perfume blogosphere there are many who proclaim Aventus the greatest perfume ever. There are even others who swear it is the magical perfume which makes the fairer sex weak in the knees. As with the supporters and detractors I am not a believer in either of those descriptions of Aventus. What I do believe is Olivier Creed re-invigorated a brand that was at risk of becoming obsolete by creating a singular fragrance which shows Creed will be as relevant in the twenty-first century as it was in the eighteenth.

Disclosure: This review was based on a bottle of Aventus I purchased.

Mark Behnke, Managing Editor

 Writer's Note: Editor-in Chief Michelyn Camen was one of the few people to ever interview Olivier Creed back in 2008 and you can read that interview at this link.

Editor's Note: Mark is modest. His review "CREED Aventus – The Life of Napolean from Top to Base Notes was a Fragrance Foundation (FIFI) Finalist for Editorial Excellence, Men's Coverage ,2011.  The House of CREED was so pleased that they offered a 2.5 oz bottle to one reader. -Michelyn

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3 comments

  • Put me in the camp of people that says that this is the greatest perfume ever (for men). Love everything about this stuff– the top notes, the dry down, the sillage, the lasting power. And somehow, it just *blends in* with the wearer. Great stuff!

  • I really want to like Creed. I’ve tried. I went to the store on Madison Ave, I sniffed. I tried to find a scent that worked for me. I left empty handed, though the SAs were very personable. Maybe I got it backwards, maybe I need my husband to wear Creed and then I can smell it on him?

  • Really I enjoyed reading your post, Creed aventus creed cologne spray is my favorite fragrance. I have been a fan of it since my first use. Your article provides a lot of important information about it.