Apparently Creed has decided, against its better judgment, that one Aventus isn't enough. The world desperately needs another. They came to this conclusion two years after the release of the first Aventus flanker, the clumsily-named Aventus For Her. And by the way, Aventus isn't the only Creed to get flanked - Love in White has LiW For Summer, in case it gets lonely. There are probably one or two other Creed flankers that I just haven't noticed, so if you happen to know them, please mention them in your comments below.
The thing is this: Creed is supposed to be a niche brand. I know there aren't hard and fast rules for marketing niche frags. It's not like the words "Thou shalt not flank" are etched in marble on the sidewalks of the Upper East Side. It's a free market. You can do as you please, and let the shareholders judge for themselves. But in a world where every designer label feels the need to flank incessantly, a world where Thierry Mugler's obsession with flanking has infected Chanel, Dior, YSL, Prada, and many others, eventually the question is raised: should a niche brand make flankers?
How does it look, exactly? I see Aventus, and I see Creed created another industry-changing behemoth, in the tradition of Green Irish Tweed and Millesime Imperial. At some point, a legacy designer will get smart and create a nearly identical clone of Aventus, in much the same way Davidoff and Armani did with Olivier's aforementioned perfumes, which is all the flanking a truly great fragrance needs. Creed should be setting an example for other niche brands by firmly reiterating their erudite approach to creative output as the ever-chic and simple "one-and-done."
Why riff off your own work? What more can you add to something done right the first time? Then there's the question of whether it's worthy of your brand's pedigree. Creed is supposed to be top shelf. We're talking $500 bottles here. Why should I see them on that level if they're following a designer trend, and making flankers? Brands at $90 per bottle issue flankers. Brands at $45 on the grey market issue flankers. Brands you buy in boredom at Marshalls and Walgreens for $16 issue flankers. Brands that make you choose between their perfumes and paying your mortgage should not be peddling cynical, money-grabbing flankers.
How do people perceive your brand when you start hedging your bets after critical letdowns? I perceive nervousness, with a dusting of panic. Creed got spooked by the underwhelming reception for Viking (and the rather intensely polarized reaction to Royal Mayfair), lost the belly to chance it with something new, and decided to play it safe by releasing a variation of a sure thing. An understandable strategy, but not the best look. It's embarrassing, especially for Creed, and anyone with half a brain considers it a clue to how devastating Viking was to their bottom line. The combined efforts of keeping Viking on shelves and releasing Aventus Cologne right after seem more like vain attempts to save face than smart business.
I think Creed has done excellent work in the past, and hope they continue releasing incredible perfumes in the future. But I'm really hoping they don't go all lowbrow on us and start making flankers, and then flankers for flankers. Aventus Cologne might smell great, and might be a limited edition, which would be preferable to a permanent entry in the line. But then again, it might smell like another disappointment. And after Viking, I doubt Creed wants more perplexed and dissatisfied customers.