The house of Creed is world’s only private luxury fragrance dynasty. Currently under the leadership of perfumer Olivier Creed, the house will eventually pass through to the next generation with Erwin. With the rapid changes in the fragrance industry, Creed strives to maintain their classic traditions while modernizing to stay relevant and inspirational to the next generation. With the advent of the internet and fragrance blogs/criticism, the open discussion and analysis of perfume is much more widespread. If you look at blogs, you will often see many threads discussing the Creed line of scents. I had the honor of speaking with Roberto Ferreira, the National Creed educator and the Curator of the Creed Collection for North America, and we discussed everything from vaulting, IFRA, naturals and yes, the effect of the blogosphere.
Ron Slomowicz: What is it that you do at Creed?
Roberto Ferreira: I am the national trainer, which is my main title. I am also the curator, which means that I work in conjunction with the marketing department and I work in terms of fragrances by season. I avoid problems like promoting Love in Black in the summer. I avoid those kinds of problems that they can’t understand. I work in conjunction to help them promote fragrances and events through social media. I work with the public relations department making sure that the info coming from Paris is filtered through me before the public. Every time I go to the office, there are piles of questions and sheets that are missing information. I am the one that makes sure at the technical level that all the notes, words and descriptions are in their place. For instance, avoiding things like Mandarin listed as the base note and Musk as the top note.