Evil by Elvira c1990

In 1990, Elvira, the Mistress of the Dark, stepped into the world of fragrance with a perfume as bold and memorable as her iconic persona. Known for her gothic glamor and campy, tongue-in-cheek approach to horror, Elvira introduced a fragrance that aligned with her distinctive brand and her personal values. One notable and progressive aspect of the perfume was its commitment to cruelty-free production—a significant consideration in the beauty industry, where such ethical practices were only beginning to gain mainstream attention.

The decision to ensure that the fragrance was cruelty-free reflected the increasing awareness and demand for ethical choices among consumers in the early 1990s. By aligning her fragrance with cruelty-free standards, Elvira not only appealed to a more conscientious audience but also demonstrated that she wasn’t just a character in the horror world—she was a thoughtful businesswoman who aimed to lead by example. This made her perfume particularly appealing to fans who shared her ethics, as well as to a growing segment of the public seeking products that were not tested on animals.

The name Evil was an intriguing choice for Elvira’s fragrance, though it wasn’t the company’s first idea. According to Elvira herself, the moniker “Evil” held a unique appeal, especially when she pointed out that it’s simply “live” spelled backward—a clever nod that resonates with her playful, dark humor. This reversal plays into Elvira’s unique brand: a cheeky combination of campy darkness and vivacious style. Accompanying the name, the perfume’s tagline, “a dreadfully serious fragrance,” perfectly captured the gothic allure and tongue-in-cheek glamour of the character.

Coming up with the name had been no small feat. Company execs initially tossed around more eccentric ideas like “Cleavage,” with the pronunciation reimagined as “Clee-vahjje” to emphasize a tongue-in-cheek sophistication, and “Smells from the Crypt,” inspired by the eerie allure of Elvira’s signature gothic style. Though fun, these names couldn’t quite capture the essence of Elvira in the same sly way as Evil. The final choice of “Evil” brought with it a touch of mystery and unmistakable personality that embodied the spirit of Elvira’s character.

Described by film critic Roger Ebert as a “cross between Mae West and Vampirella,” Elvira, the “Mistress of the Dark,” had become a cultural icon with her vampy charisma and edgy charm. Her character inspired an entire line of merchandise, including cosmetics such as black nail polish and lipstick that allowed fans to emulate her signature look. The Evil fragrance joined this distinctive lineup, offering fans a way to carry a piece of her dark allure with them.

The fragrance, Evil by Elvira, was introduced in 1990 as a blend of bold character and cruelty-free ethics. Developed by Florasynth, a reputable essential oil supplier committed to using no animal testing or animal-derived ingredients, Evil stood out not only for its unique gothic charm but also for its ethical promise. Florasynth worked closely with Elvira, who contributed her own creative insights to the fragrance’s profile, ensuring that it would embody her iconic image while aligning with the values she felt strongly about. Together, they crafted a scent that promised to captivate those seeking both beauty and a commitment to cruelty-free production.

Marked clearly with the label "Cruelty Free - No Animal Testing - No Animal Ingredients," Evil by Elvira was marketed as a conscientious alternative for perfume enthusiasts. In a press release, Elvira emphasized her vision for the fragrance, describing it as "for the woman who wants a beautiful fragrance at a reasonable price and at the same time the knowledge that no animals were harmed in the making of the product." This dual appeal—of luxury at an accessible price, backed by an ethical guarantee—resonated with fans who admired Elvira’s unique style and appreciated her advocacy for animal welfare. Evil thus became not just a perfume but a statement, reflective of a growing cultural shift toward more compassionate consumer choices.

Fragrance Composition:

So what does it smell like? The fragrance is classified as a light floral oriental with a note of calla lily.

• Top notes: bergamot, calla lily, orange blossom, aldehydes, lemon, green notes
• Middle notes: ylang ylang, jasmine, tuberose, gardenia, spices, rose, carnation, lily of the valley, orris root
• Base notes: sandalwood, vanilla, amber, oakmoss, musk, cedar, benzoin, patchouli

Scent Profile:

In Evil by Elvira, the first whiff is lively and entrancing. Bright bergamot unfolds with a sparkling citrus edge, while calla lily’s soft, creamy nuance peeks through, a velvety floral that tempers the sharper citrus and evokes elegance. A lush sweetness from orange blossom and a sprinkle of aldehydes lend a silvery, airy lightness. Lemon adds a crisp zest, cutting through the florals and giving the opening a clean, refreshing layer. Green notes conjure the feeling of lush foliage, creating an earthy contrast that grounds the top notes and alludes to something natural yet seductive.

The heart is a decadent floral symphony with an exotic twist. Ylang ylang’s rich, slightly banana-like sweetness mingles with indolic jasmine, a heady presence that feels almost hypnotic. Tuberose blooms in the background, adding a creamy, buttery floral layer that makes the fragrance warm and sensual. 

Gardenia’s soft, velvety sweetness enhances the bouquet, while subtle spices weave through, creating a spiced undertone. Rose offers a soft powdery note, and carnation introduces a touch of warmth and spiciness, balanced by lily of the valley, which adds a delicate, almost ethereal freshness. Orris root gives a gentle powdery texture, adding vintage elegance to the floral blend, like a soft, floral haze.

As the fragrance settles, the base notes emerge as a warm, velvety cocoon. Sandalwood lends a creamy woodiness, while vanilla adds a gentle sweetness that lingers on the skin. Amber introduces a cozy warmth, its honeyed tones wrapping the florals in a soft, golden glow. Oakmoss brings an earthy, slightly bitter contrast, grounding the fragrance and enhancing its depth. 

A hint of musk creates a sensual, almost skin-like warmth, while cedarwood adds a clean, dry woodiness that feels refined and grounding. Benzoin’s resinous vanilla warmth pairs beautifully with vanilla, adding a hint of balsamic richness. Finally, patchouli weaves through with a touch of earthiness, tying everything together with a deep, mysterious finish.

Evil by Elvira is an enchanting experience from start to finish—a fragrance that feels lush, rich, and unapologetically bold, while still light and airy, like a spell cast in floral and oriental whispers.

Click HERE to find Evil by Elvira 

Evil by Elvira was set to make a bold entrance in the fragrance market, reaching a vast audience through distribution in 15,000 chain drug stores across the country. At affordable price points—$7.95 for a .8 oz bottle and $11.95 for a 1.7 oz bottle—the fragrance was accessible to a wide demographic, aligning with Elvira’s character as a beloved, campy TV hostess and horror icon.

The perfume’s purpose went beyond its seductive, light floral oriental scent. Cassandra Peterson, who famously portrayed Elvira, was known for her outspoken support of animal rights and served as a dedicated spokesperson for PETA (People for the Ethical Treatment of Animals). In a reflection of this commitment, an unspecified portion of Evil by Elvira sales was pledged to PETA, helping support the organization’s efforts to prevent animal abuse and spread awareness about cruelty-free practices. This partnership with PETA allowed the fragrance to resonate with socially conscious consumers who valued cruelty-free products—a novel approach at the time that mirrored the emerging awareness of ethical beauty practices.

The fragrance stood as a fusion of personal style, social advocacy, and accessibility, inviting fans of Elvira, and compassionate consumers alike, to embrace a product that reflected both glamour and a commitment to animal rights.

From an interview with the AV Club in 2009:

AVC: What did Evil smell like?

CP: It actually smelled really good. The guys that did it for me worked on the really high-end perfume at the time, which I think was Black Diamond by Elizabeth Taylor? [White Diamonds.—ed.] Initially they wanted us to release it in high-end department stores, but I said, “No way. My audience is trailer-park trash. We need to put this in drugstores for five bucks a bottle.” It’s like, I got approached to do a wine one time. And I was like, “Mm-mm. Elvira’s not a wine-drinking gal. She drinks beer.” I know my audience, and it’s not that high-class. [Laughs.] If you like me, you’re either white trash or gay. Just kidding! Nope, not kidding."

Drug & Cosmetic Industry | September 01, 1990 | Hoppe, Karen

Celebrity fragrances come and go, with few exceptions, but here's one with a twist: Evil by Elvira, from the self-proclaimed "Mistress of the Dark" personality (a.k.a. Cassandra Peterson). Other than the fact that this fragrance is from a character, though, there are two other striking differences about this product - it is positioned directly to the mass market consumer and it carries the PETA (People for the Ethical Treatment of Animals) seal of approval on its packaging, stating that it is cruelty-free." And, if her recent P.A. (Personal Appearance) at the NACDS (National Assn. of Chain Drug Stores) meeting is any indication of future sales, Elvira Perfumes (based in Santa Fe Springs, CA) will have a hard time keeping product on-shelf. The team of industry veteran Bob Bauman (president) and David J. Kuff (vp/marketing) discussed this unique entry with DCI. 

DCI: How did this venture come about? 

Bauman: Elvira enjoys extraordinary popularity. Her "Movie Macabre" series reaches millions of TV viewers, she's starred in her own feature film, makes numerous personal appearances, and is a hot-selling property in products ranging from videotapes, computer software, and comic books to pinball machines, T-shirts and more. We approached her because we felt that she was very open for a fragrance. She has specific likes in terms of fragrance - animal testing is something very, very significant for her. She is vehemently against animal testing, so from the beginning we've adopted a strong cruelty-free stance. As a company, we've joined PETA and on every display and on every package we have their symbol and the line "cruelty-free - no animal ingredients or testing." In addition, Elvira really felt that she had something to say in terms of a fragrance. She had some fragrances that she used, but she wasn't thrilled with any of them. So, she worked with Florasynth's perfumers, giving her input, to develop the fragrance. And there are two big truisms about this partnership from the very beginning. The first is that we knew and suspected that she'd be good, but the truth is, she's incredible! This is not based on our presumptions, but on feedback from the 23 salespersons who have been out in the field for the past four months, pounding the pavement. The feedback we've gotten about her is just uncanny. Wherever she's been, they remember her. They know her, and, as important as this fact is, they like her. Women love her! When we were at the NACDS, there were over 150 buyers, mostly women, who waited on line to have their picture taken with Elvira ! DCI: How would you characterize her appeal? 

Bauman: Elvira is at ease with herself. The whole message of "don't take it so seriously, life is short, you've gotta relax and take it easy" appeals to people. The other thing is that she talks to them on their own level. There is nothing condescending, nothing about her that talks down to people. She's self-depreciating, not intimidating. A typical line of hers when making a P.A. is " I said to Bob, you've gotta make a fragrance for me, and it's gotta be beautiful like me and it's gotta be cheap like me ... !" The other thing is that she's a very strong lady - and once you get past the titillation and all that other stuff, people sense that she's not a pushover or an easy mark. And she's got across-the-board appeal, from young to old.

Kuff: Elvira's very popular in Australia, the United Kingdom, and other foreign countries. She was signed last year as Pepsi spokesperson for two of its brands, a $7 million dollar promotion, and was renewed this year. 

DCI: So this fragrance won't suffer for lack of personal promotion. 

Bauman: The Pepsi association alone gives her enormous presence. And, of course, we will capitalize on her P.A.'s on talk shows and elsewhere - she's pretty much in demand for those sort of things. 

Kuff: We've already been featured in T.V. Guide and many regional newspapers, including Chicago and Miami, and we're not even on shelf ! 

DCI: How would you characterize Evil? 

Bauman: We really think that most of the fragrances out there, mass as well as the other market, are generally very serious. They take their position seriously, they come across in a way that's a little serious. We think that women are open to something a little bit different. it's tough out there! We felt that perhaps women are looking for something uplifting, a little bit of fun, flaky, off-the-wall ... a little bit of a lighter approach, not so dreadfully serious. Elvira represents that kind of a thing. 

Kuff: And for all her zaniness, campiness, and so forth, Elvira's fragrance is a really high-quality fragrance. it may be presented in what I would call a drugstore/mass market package, but it is dreadfully serious. Quite a contradiction. 

Bauman: It is an effusive, long-lasting floral/oriental, very pretty on top (which helps to minimize the alcohol note). This is not a novelty fragrance. 

DCI: So your pitch is off-the-wall, but your product is not. 

Bauman: That's right. 

DCI: Do you have plans for a big print ad push, or will you rely on P.A.s? 

Kuff: Personal appearances, definitely, with major chain stores. Elvira will of course be doing many public appearances on major television shows, The Tonight Show and others of that ilk, and will be promoting Evil by Elvira. Our first press conference generated tons of editorial, and we'll probably do another conference in the fourth quarter. We'll also launch a print campaign in the fourth quarter, targeting a number of women's specialty publications. We're a very, very marketing-driven company - we'll be doing some radio promotions in key markets, perhaps some outdoor promos - a very strategic mix of target marketing. 

Bauman: There'll be some national advertising, backed by target market promotion and very aggressive co-op with the chains. And because we feel so strongly about Evil, we're going to do fragrance vials, a lot of fragrance vials, and tie them into co-op programs. 

Kuff: The calendar is jammed up with personal appearances, including a big fundraiser for PETA at Carnegie Hall, and since Elvira does so well with them, they're something we're really looking forward to. The three or four we've done so far have been smashes, standing-room-only!

 DCI: So you've kept in mind that when the number of personal appearances slack off, so do sales. 

Bauman: Absolutely. We're also discussing bringing her in to speak at meetings that the various major chains have with their respective sales forces. We think she can create a lot of excitement and momentum there, as well as the in-store appearances. You also have to remember that most of the celebrity fragrances out there are department store; we are not. At our high-end, we're $11.95 for the 1.7 ounce spray. The buyers love our pricing, incidentally, and when we talk to them, we make the point that we feel times are tough, so it's not a time for us to go after higher prices. We're shipping an introductory teaser," which is a half ounce at $4.95. 

Kuff: We're taking a different tact. Obviously, we're not a department store fragrance, not a designer/ celebrity fragrance, and we're not going after the high-end department stores. We've carved our niche. 

DCI: You'll be on-counter mid-September - was this planned to coincide with the Halloween period? 

Bauman: We're obviously capitalizing on the fact that in October, which is her time, Pepsi is spending its $7 million. She's going to get maximum press, and we're going to be there. However, we're not talking about ourselves as Halloween because the last thing we want a buyer to think of us is strictly in that time-frame and wrap us up on November 1. October is also a good time to be on-counter because there's a little extra space there since it's the deadest time for fragrance, with everyone getting ready for Christmas.

DCI: What about the future? 

Bauman: This is not a one-shot deal. The most probable line extension will be some kind of lotion, then perhaps a lighter, splash form of the fragrance. We feel strongly about cosmetics - carded products such as "Elvira Lips," Elvira Eyes," Elvira Nails" and we've gotten good preliminary feedback from some of the chains about doing a carded cosmetics line. There's another women's fragrance in the working stages and we think that there's very good potential for a men's fragrance.

Fate of the Fragrance:

The Evil by Elvira fragrance enjoyed only a brief moment on store shelves before its untimely discontinuation. A mix of factors likely contributed to this short-lived product run, including criticisms from conservative Christian groups and disappointing sales figures. The marketing team anticipated potential backlash due to Elvira’s famously provocative persona and her reputation as a gothic pop-culture icon with a campy, vampiric aesthetic. Vice President of Marketing David J. Kuff admitted, “We were a little concerned about that,” highlighting the company’s awareness of how her image might resonate negatively with certain audiences.

In an attempt to preempt any unfavorable reception, the marketing team made a strategic choice to soften Elvira’s image for the product displays. Her usual attire—a daringly low-cut black gown open to the navel—was adjusted to appear slightly more modest, with the neckline raised by about six inches. This adjustment aimed to alleviate some consumers’ concerns about her traditionally bold appearance and to present a version of Elvira that might appeal more broadly. Despite these efforts, however, the fragrance struggled to gain a strong foothold in the market, leaving Evil by Elvira as an intriguing but fleeting chapter in celebrity fragrance history.