Creed launch Aventus for Her – described by fragrance expert James Craven as for ‘…a woman greedy for life!’

Following in the footsteps of the phenomenal popularity of Aventus, Creed launch Aventus For Her – finally, a sister-scent of the original, for the many women who may well have enjoyed wearing the ‘for men’ verison themselves, but are ready to have their own sniff of that succcess, thank you…

We had great pleasure in attending the launch of the fragrance this very morning, with the sun shining (finally) through the windows of the gloriously airy Spring restaurant within Somerset House. A fine setting for such a fragrance, and made all the more enjoyable for the presence of fragrance expert and perfume archivist, James Craven, to talk us through the noble heritage of the brand, while pointing out some of the reasons for their longevity – founded in London 1760 and still in same family, seven generations later – and yet highly contemporary appeal.

Creed customers seem to remain so loyal to the house, though of course they attract new people with each launch, and we wondered why James thought this might be?

James Craven: ‘It’s not oldest fragrance house, but the only one with a true blooded pedigree. Creed is unique, with an extraordinary, indefinable addictive quality to their fragrances. It’s always the same, when I see [at Les Senteurs] people smell a Creed, their faces change. They say they never smelled anything like this. It’s the power, the intensity, you can smell how perfume’s assembled, somehow. You can sense and detect the love and craftsmanship of how they’re made. This is 51st now, but whichever one you smell you feel you’re on the hands of a master. It’s completely authentic, rounded, complete. Like all great luxurious things – it’s as though it’s effortless.’

Following the incredible success of that original Aventus, James commented on why he thought it had (to put it mildly) hit the ground running: ‘It has that magic. As soon as it was launched it just seemed to click, it captured a certain zeitgeist, one of a handful of scents to do that. It’s very difficult to pigeonhole, instead you need to concentrate on how it makes you feel, how it stirs your imagination. It’s got a paradoxical heart of two dimensions. Men of all ages love it, it spoke to the young – it seemed to pack in all that history but still remain youthful.’

But how does Aventus for Her resonate with the original? As we discovered, this is no mere copycat scent with a few florals thrown in for good measure. That’s simply not the way Creed work. ‘The top notes have to be enticing,  green apple echoing the top of the original, a stunning Calabrian bergamot and then fleetingly pink pepper, sometimes called rose gold. It’s like a blush, like the fleshy nudes of Rubens made real! Then you get crisp apple and spicy patchouli – another link to original. The rose of course is a symbol of divinity, love and passion – one of the earliest flowering plants. There’s an audacious twist in the base – where you’d expect traditional woods and spices, here we have peach, cassis and ylang ylang. But nothing’s too sweet, all is perfectly balanced.’

‘There’s almost the smell of a peach stone, and the skin, as though you’d gone out into a hot garden and plucked it fresh from the tree. A woman who’s greedy for life, a sense of sinking your teeth in to ripe flesh; and an intriguing animalic twist to Aventus for Her with the blackcurrant – overall it’s elegant and still feminine without being frilly’

Top notes: green apple, violet, pink pepper, bergamot
Middle notes: rose, styrax, mysore sandalwood
Bottom notes: peach, cassis, amber, ylang ylang

Creed Aventus for Her from £120 for 30ml eau de parfum
Buy it at John Lewis

Written by Suzy Nightingale