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What’s not to love about Usher? One of the most celebrated artists and performers of our time, he is renowned for not just his talent and performances, but his kind nature, impeccable style, internet-breaking memes, and—okay—his sex appeal.
If that’s not enough, now we can 100% confirm: He smells damn good too. Vogue beauty editor-at-large Arden Fanning Andrews has experienced it first hand: “Whatever you’re wearing right now is really incredible,” she admits to Usher at a Paris Fashion Week party he hosted with House of Creed last October. The cologne in question was a treasured sample of Creed Absolu Aventus. Funny enough, a similar interaction is what introduced him to the scent in the first place. At a dinner with Creed’s CEO of International Cosmetics and Perfumes, Thomas Saujet, Usher loved the scent so much that Saujet sent him home with a little vial of it—the same one the superstar unveiled to Fanning Andrews, with only about a precious centimeter of the parfum left.
Absolu Aventus was just introduced as a fresh take on the original Aventus eau de parfum, 13 years after its launch. Luis Cavallo, North America brand ambassador for the House of Creed, describes it as “a modern interpretation of the classic fragrance, crafted with total artistic freedom while remaining faithful to its essential core. With an air of exclusivity, Absolu is the epitome of sophistication, destined for those who seek only the most extraordinary.”
Naturally, Usher has long been fond of the original Aventus too. “Aventus has been my favorite scent for a while,” he tells Vogue. “I’m drawn to woodsy, citrusy fragrances, and it checks off all the boxes for me. The scent always lingers wherever I go.”
What Does Creed Aventus Smell Like?
Creed Aventus is surprisingly fresh and citrus-forward, led by notes of lemon, pink pepper, and Italian bergamot. At its heart lies pineapple, jasmine, and patchouli—an intoxicating blend balanced by base notes of birch, ambroxan, cedarwood, oak moss, and musk. It was developed by Olivier Creed, his son Erwin Creed, and master perfumer Jean-Christophe Hérault. The trio sought to introduce a bold take on a masculine cologne. “The exceptional Creed Aventus was inspired by the dramatic life of a historic emperor,” explains Cavallo; its horse motif serving as a symbol of endurance, freedom, success, and strength of spirit.
Safe to say, it’s a fragrance designed to be noticed; perhaps that’s what makes it alluring, and a year-long top seller at the marketplace’s most-shopped retailers. When we asked beauty leads from said retailers to detail the perfumes and colognes that never go out of style, Kate Oldham (SVP and GMM of beauty, jewelry, and home at Saks Fifth Avenue) and Autumne West (national beauty director at Nordstrom) cited Aventus. West even called it one of the “sexiest-smelling scents on the market.”
Per Cavallo, it’s the most popular scent in the history of Creed. “During the time of its launch in 2010, we were slowly starting to see niche perfumery on the rise as consumers began to crave a more individualistic experience with fragrance,” he says. “Aventus provided a unique twist on the traditional format of men’s fragrances by using contemporary notes like pineapple—an ingredient that isn’t typically found in fine perfumery.”
We don’t see the draw to this sensuous, invigorating scent changing anytime soon. Try it for yourself to see the magic first hand, or simply to say you smell like Usher. (Might we add, it would make an excellent Valentine’s Day gift.)
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