Creed Himalaya, 2002

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(image source blogdescalada.com )

Perfumer Erwin Creed

Caveat: I am not the Creed customer. Their aspirational marketing/mythology seems transparent, naked. I find it humorous, though I don’t think it’s intended to be.

I’ve just tried Original Vetiver and Himalaya. Each falls squarely into existing mass-market masculine fragrance categories. The former is a a typical fresh/sport millennial masculine cologne, the latter is a fruity/metallic aquatic of the Cool Water/Salvador Dali Laguna school. It can be argued that they are derivative and that comparable options are available at 1/10th the cost, though by the same token it could also be argued that they are simply and intentionally examples of known genres and that this recognizability is desirable to the Creed customer.

Himalaya? A dilettante’s bucket-list cliché slapped on a bottle of stock metallic/aquatic cologne? What’s the association? Climbing a mountain = social climbing? Are Creed being ironic or is this just lifestyle marketing and class aspiration at their barest?

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