Creed partners Simon Beck to introduce snow-inspired fragrance

Global perfume house Creed has partnered with snow artist Simon Bec to reintroduce its fragrance Silver Mountain Water to Chinese consumers, capturing the essence of pristine snow and delivering a refreshing experience that transcends traditional marketing approaches, while opening up new lifestyle opportunities. 

This collaboration takes inspiration from the crisp and fresh air of snow-capped mountains. Known for Beck's unique land art created on the snow, Beck’s recent work in China took inspiration from the fragrance Silver Mountain Water - a scent that surrounded him during his creative process, giving him a profound sense of connection. His art pays tribute to Creed, translating the essence of the fragrance into his breathtaking snow designs. 

Creed’s primary marketing goal is to enhance brand awareness and attract new customers by crafting powerful, resonant brand moments that connect with both their core target audience and potentially new consumers, said a Creed’s spokesperson in a conversation with MARKETING-INTERACTIVE. 

“Creed aims to create meaningful connections through targeted campaigns. This strategy not only boosts brand awareness but also fosters loyalty among existing customers, while drawing in new ones who resonate with Creed's values and ethos,” the spokesperson added. 

Creed primarily targets consumers who appreciate luxury and exclusivity as the brand appeals to consumers who embrace a refined lifestyle and seek products that enhance their personal brand. 

“They are likely to be engaged in fashion, art, and culture, and are looking for scents that align with their lifestyle choices. These individuals are willing to invest in premium products that reflect their status. Creed’s customers seek out high-quality, artisanal perfumes and value craftsmanship. Has fine fragrances and are knowledgeable about the nuances of scent profiles,” added the spokesperson. 

Done in partnership with Red Ant Asia as the lead creative agency, the art creation takes place in the Xilingol, a scenic place in Northern China, known as "the river on the plateau and the snow-covered mountain peaks”. Its picturesque landscape inspires the imagery behind Silver Mountain Water’s creation.  

This collaboration is a tribute to craftsmanship and a dialogue between nature and fragrance. It highlights Creed’s heritage since 1760 of an unwavering pursuit of innovation and exquisite artistry, as well as Beck’s love and respect for nature and his tireless passion for creativity. The artist skilfully blended geometric precision with the natural beauty of snow.  

This exquisite collaboration is his first with a luxury fragrance brand. By capturing the exhilarating and fresh mountain air from the scent of Silver Mountain Water, Beck brings Creed’s iconic logo to life atop the pristine snowy landscape, offering a new dimension of artistic expression and paying tribute to nature and art through visual miracles. 

Beck delved deeply into the Creed logo and considered every detail —proportions, camera effects, snow quality, and weather. This process was documented in an art film, showcasing Beck’s creative process— using his compass and protractor to sketch and create the logo drawing, with his artist tool – steps onto the snow. He turned to nature to create wondrous miracles, which corresponded with the concept of Silver Mountain Water.  

The collaboration also bridges visual art with craftsmanship. A horse, which is core to Creed’s DNA, symbolising strength, grace and freedom, further honouring nature on a grand scale, is also featured in the film. This creation underscores Creed’s admiration for perfection and innovation and offers an interpretation of timeless craftsmanship and artistry. 

This visually captivating content will be deployed across multiple channels, both offline and online. Offline, it will feature prominently at the launch event, in outdoor advertising throughout Shanghai, and within select Creed boutiques. Online, it will be showcased across lifestyle editorial platforms in China and complemented by targeted advertising on key social media channels. Additionally, the content will be disseminated through influencer partnerships and Creed’s own digital platforms. 

The campaign launched on 18 February, with a supporting event in Shanghai, attended by celebrities, influencers and top Creed management.  The full global rollout will go live today and run for around one month.  

“Creed is a house of creators; hence we seek collaborations with innovative artists around the world. I have long been an admirer of Simon’s work, the skill and dedication he puts into each piece, whilst managing the elements is remarkable. We are truly honoured to be the first luxury fragrance house to work with Simon. The Creed x Simon Beck collaboration is a perfect example of a creator-led project that enables us to articulate our brand story in a multi-dimensional way,” said Giles Gordon, chief marketing officer, Creed at Kering Beauté. 

“After completing an artwork, I always pause, take a deep breath, and immerse in the connection between art and nature, sensing the essence of the moment — the pure breath of crisp snow, the scent of the trees, and the crispness of the cold air intertwining. Although the patterns on the snow will disappear with the wind, the scents will stay with me forever. From now on, I will always associate the scent of snow with Creed’s Silver Mountain Water. It is the closest fragrance I’ve found that captures the essence of snow-capped mountains, encapsulating the fresh air of the snow peaks and the pure scent of white forests,” Beck said.

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