In a significant development for the luxury fragrance industry, Kering Beauté has appointed veteran beauty executive Nathalie Berger-Duquene as the CEO of Creed, starting May 6. This transition follows the departure of Sarah Rotheram, who left at the end of October last year, leaving Kering Beauté’s CEO Raffaella Cornaggia to oversee the brand temporarily. With her extensive experience in the beauty sector, Berger-Duquene takes on a pivotal role in guiding Creed toward its next growth phase. She will be a key player within Kering Beauté’s executive committee, working from London and reporting directly to Cornaggia, envisioning new opportunities and strategic plans for Creed.
Berger-Duquene’s journey in the beauty industry has been notable, leading her to Kering after a successful tenure at The Estée Lauder Companies. Before her recent position as global general brand manager of Balmain Beauty, where she played a crucial role in enhancing the brand’s market presence starting in 2022, she garnered valuable experience working with several prestigious brands. Her career began at Guerlain, and after joining L’Oréal in 2005, she was instrumental in various brands, including Biotherm and Lancôme. Berger-Duquene eventually spearheaded L’Oréal Luxe’s fragrance division in France before moving to Estée Lauder, where she rose to become senior vice president of global marketing at Tom Ford Beauty. Her comprehensive background equips her to handle Creed’s challenges and aspirations.
Kering Beauté’s acquisition of Creed in June 2023 marked a landmark moment for the French luxury group. It was a multi-million dollar investment, reportedly around $3.8 billion, representing Kering’s bold foray into the beauty sector with their own in-house division. This acquisition signifies Kering’s strategic interest in the niche fragrance market, an area marked by growing consumer demand for unique and high-quality scents. Creed stands as the first niche fragrance brand under Kering Beauté, providing the group with a valuable entry point into this burgeoning segment of the luxury market, which has increasingly captured the attention of fragrance enthusiasts.
In the wake of this acquisition, Creed has already launched new products, including feminine fragrances like Carmina and Queen of Silk, signaling an ambitious expansion of its fragrance portfolio. According to Jean-Marc Duplaix, Kering’s deputy CEO responsible for operations and finance, Creed generated sales surpassing 300 million euros in 2024, particularly thriving in the competitive U.S. market. He emphasized the brand’s significant potential, expressing confidence in the skyrocketing demand for unique fragrances that distinguish Creed from its competitors. This growth reflects not only the enduring appeal of the brand but also demonstrates Kering Beauté’s commitment to maximizing Creed’s reach and impact in the high-end fragrance sector.
Creed’s legacy traces back to 1760, founded by James Henry Creed during the reign of King George III in England. Over centuries, the brand has crafted a rich heritage, producing over 200 fragrances, including beloved scents like Aventus Cologne, Viking, and Green Irish Tweed. The brand’s dedication to quality is evident in its production, with a factory located in Fontainebleau where many essences are crafted using traditional infusion techniques. This commitment to authenticity and craftsmanship resonates with consumers, reinforcing Creed’s reputation as a leader in niche fragrances and providing a solid foundation for future innovations under Berger-Duquene’s leadership.
Kering Beauté views Creed not just as a standalone brand but as a strategic gateway into the elite perfume segment. The brand’s integration into Kering’s broader portfolio, which includes other luxury names like Bottega Veneta and Alexander McQueen, will enhance distribution and logistics capabilities as the company further explores niche fragrance opportunities. With the company’s leadership emphasizing perfume as a critical priority moving forward, it is clear that Creed will play a significant role in shaping Kering Beauté’s identity in the high-end beauty landscape, driving forward their ambitions and passion for exceptional fragrances.