Kering Creed CEO Appointment Ushers in New Era for Luxury Fragrance

Kering Beauté has made a bold move in its fragrance strategy with the Kering Creed CEO Appointment. The company announced Nathalie Berger-Duquene as the new CEO of Creed, effective May 6. This appointment represents a significant step in Creed’s evolution, aligning with Kering’s strategic push into the luxury fragrance market.

A Veteran Leader Takes the Helm at Creed

Nathalie Berger-Duquene brings over 25 years of global beauty experience to her new role. She has held high-level positions at iconic brands such as Guerlain, Lancôme, and Tom Ford Beauty. Most recently, she led Balmain Beauty as Global General Brand Manager under Estée Lauder Companies.

Now, with the Kering Creed CEO Appointment, she is poised to lead Creed through a dynamic phase of growth. Berger-Duquene will report directly to Kering Beauté CEO Raffaella Cornaggia and join the Executive Committee in London.

Driving Growth with Global Expertise

Berger-Duquene’s appointment comes at a crucial time. Creed has shown impressive momentum since Kering acquired the brand in mid-2023 for a reported $3.8 billion. Sales topped €300 million in 2024, particularly driven by strong U.S. demand. However, as Kering’s leadership noted, Creed holds far greater potential.

The new CEO will spearhead efforts to expand Creed’s presence globally. She will focus on deepening the brand’s appeal across key markets and developing new fragrance launches under Kering’s direction.

Kering Beauté Doubles Down on Fragrance

The Kering Creed CEO Appointment signals the group’s intensified focus on fragrances. Creed is the crown jewel in Kering Beauté’s growing fragrance portfolio. Since acquiring Creed, the group has released two new perfumes—Carmina and Queen of Silk—targeting a broader, more feminine customer base.

Kering Beauté’s fragrance ambitions don’t stop with Creed. The company also manages brands like Bottega Veneta, Balenciaga, and Alexander McQueen. After launching niche fragrances for Bottega Veneta, Kering is preparing a new launch for Balenciaga.

Kering Deputy CEO Jean-Marc Duplaix recently emphasized Creed’s unique position in the market. “There’s a lot of demand for unique fragrances, and that’s really Creed’s proposition,” he said.

A Legacy of Artisanal Craftsmanship

Founded in 1760 by James Henry Creed, the Creed house has a rich heritage. Known for timeless fragrances like Aventus, Green Irish Tweed, and Himalaya, Creed has built a loyal following. Many of its essences are still produced in-house using traditional infusion methods.

With the Kering Creed CEO Appointment, the company ensures this legacy continues while preparing the brand for broader international growth. Berger-Duquene’s background in luxury beauty marketing and operations makes her the ideal leader to balance tradition with innovation.

Strategic Integration with Kering’s Beauty Vision

Berger-Duquene joins Kering Beauté at a time when the company is rapidly building its infrastructure. Creed is not only a fragrance icon but also a gateway into high-end distribution, production, and logistics. This integration supports Kering’s broader beauty ambitions and reinforces its commitment to niche luxury offerings.

François-Henri Pinault, chairman and CEO of Kering, described the future clearly: “In the next few years, perfume is the absolute priority for Kering Beauté.”

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