Undeniable for Women by Billy Dee Williams c1990

Undeniable for Women by Billy Dee Williams: launched in 1990 in association with Avon Cosmetics.

Avon said that Undeniable was conceived, developed and marketed by a team of black women, executives who were convinced that Billy Dee Williams would have cross-over appeal. Avon said that Undeniable came about because of Avon's "diversity management" philosophy. which tries to use employee's racial and ethnic backgrounds to boost profits. 

The fragrance was created by the black owned company, Royal Essence Ltd, which was based in New York. Royal Essence Ltd was an approved Avon supplier and was awarded the exclusive rights to produce Undeniable, which proved to be one of the company's biggest sellers. "I brought them the fragrance as well as the idea of using Billy Dee Williams to endorse it. I felt that using Billy Dee was the perfect vehicle for a new woman's fragrance," said Howard E. Kennedy, president of Royal Essence Ltd, and former chief perfumer for Revlon and Pfizer. 

Kennedy went on to say that "I think because Billy Dee appeals to the young and the old, black or white, it will work because women will feel that this is what men like Billy Dee enjoy smelling on a woman he's with." 

At that time, the actor had recently graced the screens in "Batman" and "Return of the Jedi." He was also starring in commercials for Colt 45 and in the ABC-TV movie, "Dangerous Passion."

Joyce Roche, Avon's vice-president of brand marketing said "I was intrigued because of [William's] broad appeal to women. Billy's suave and sizzling public persona, tempered by his wholesomeness, makes him especially appealing to us. There is no denying that he has an intoxicating effect on women." 

Undeniable was a significant departure from Avon's traditional fragrance lines. Roche said, "Its subtle sophistication is designed to appeal to our current fragrance users and to attract a host of new customers into the Avon fold."

According to Avon's director of fragrance marketing, Evette O. Beckette, Mr. Williams himself, was not involved in creating the scent. "We pretty much led the project ourselves. Of course, we reviewed it with him and he was pleased with it. But he didn't necessarily have approval."

Undeniable was the first celebrity fragrance in the company's history to be sold through its direct sales network. Readers may remember Avon's previous celebrity fragrances, such as Catherine Deneuve's Deneuve were sold on department store shelves rather than via their catalog. Beckette said that "The fragrance tested enormously well, for us to do a celebrity fragrance is a real departure."

Since Avon wanted to attract new customers, testing showed that Williams reached a broad consumer base. Avon said the fragrance embodied Williams' style, "Provocative, sophisticated, elegant and sensuous."

Williams said that introducing a perfume "has always been at the back of my mind. Julio sings, Misha dances and I do it all," he said referencing the celebrity scents of Julio Iglesia's Only and Mikhail Baryshnikov's Misha fragrances, already in circulation. Adding, "It's just another way to express yourself. You can have an interesting life, as long as you're open to ideas and searching for ideas. You never want to fall into a place where the thought patten and the desire stop. It has been a lovely marriage with Avon." 

Williams said that his association with Avon went back pretty far, saying that "I really remember the Avon Lady from my childhood. She always sold products that made women feel special, and I guess nothing has changed. I've found Avon representatives to be a really special group of women. They seem to have an inner glow. I was intrigued by what the first Avon lady must have been like. I'll bet she was a fantastic person." 

About his own fragrance, the actor said, "I love a woman who knows what to wear. Especially behind the ears. Especially when it's my choice. It's a citrusy, no, a jasmine kind of smell. Sort of flowery. Women like it very much. They researched the scent, and all I did was sniff it and agree to endorse it."

When not acting, Williams turned to painting as a hobby in both acrylics and oils. His "abstract figurative" works were exhibited on March 27, 1990 at Helio Galleries in downtown NYC, selling for $7,000 to $15,000 a piece. The art show, called the 'Undeniable Fragrance Party and Art Show', was sponsored by Avon, who saw this as a unique way to promote the scent, had the fragrance's packaging made using one of his designs, also called Undeniable. This design was then used to make scarves, which in turn, were gifts with purchase of the fragrance.

The fragrance debuted in April 1990 and was Avon's largest Spring fragrance introduction in its history. "It was the first time any major company used a black celebrity to promote a general market fragrance," explained Roche. Williams endorsed the fragrance in commercial campaigns, becoming one of the first black men ever to become a spokesperson for a woman's scent. Customers were able to try out the fragrance via 15 million samples of cologne soaked pads that were tucked into in their Avon catalogs.

Avon expected Undeniable to be in the top range of second quarter launches, which in the past have netted $6 million to $10 million during the first two weeks of selling. Undeniable was a success, within its first two weeks alone, revenues hit over $10 million - a record for ANY Avon fragrance. "I think it was so successful because Avon has a big minority customer base, but until that point, they had never had a minority to endorse a product targeted to the general market. I think customers appreciate that," said Howard E. Kennedy.

Undeniable was expected to pull in $22 million in sales during its first year. Avon expected to introduce an entire line of matching bath and body products by the end of the year.

Undeniable for women was available as perfume, talc, and skin softener.

Fragrance Composition:

So what does it smell like? It is classified as a floral oriental (amber) fragrance for women. It is a combination of Egyptian jasmine, Moroccan rose, imported iris, and a blend of sensual musk and exotic spices.

• Top notes: citrus
• Middle notes: carnation, Moroccan rose, Egyptian jasmine, lily, iris
• Base notes: vanilla, patchouli, sandalwood, amber, musk, oakmoss, exotic spices

Bottle:

The fragrance was contained in a bottle that evoked the female form. 

Fate of the Fragrance:

Discontinued, date unknown.

Undeniable for Men by Billy Dee Williams: launched in 1991 in association with Avon Cosmetics

 

Fragrance Composition:

So what does it smell like? It is classified as a bright oriental  fragrance for men. The scent is a bright oriental that combines the freshness of fir balsam and lavender, the richness of sandalwood, patchouli and oakmoss, with the Undeniable sensuousness of warm amber and musk .

• Top notes: ginger, cinnamon, citrus, lavender
• Middle notes: cardamom, patchouli, vetiver, cloves, lily of the valley, fir balsam
• Base notes: sandalwood, amber, musk, oakmoss, vanilla, tonka bean

Undeniable for men was available as cologne and after shave.

Fate of the Fragrance:

Discontinued, date unknown.

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