In the 50s, young Pinoy lads dabbed their hair with "brilliantine" pomade to create the pompadour look that was the rage of the era. Popularized by James Dean and Elvis, the iconic men's hairdo was completed with cowlick that was forced to curl in front of one's forehead with more dabs of pomade. Early brands included imported ones like Vitalis, Yardley and Brylcreem, but cheaper, local brands dominated the market from the late 40s-60s, like "Palikero", "X-7", "Verbena", "Le Conte" . One post-war brand, "ROBIN HOOD MEDICATED SOLID BRILLIANTINE POMADE" (in both cream and liquid brilliantine forms) attained a measure of popularity with young Pinoy lads of the era.
The brand icon shows the bemoustached hero-outlaw who robbed the rich to help the poor---ROBIN HOOD--all in his red tights glory. Curiously, the package graphics show him wielding a sword instead of the bow and arrow that identifies him as an archer, first and foremost.
ROBIN HOOD Pomade was promoted nationally and advertising tin signs like this example were nailed in front of neighborhood stores to attract consumer attention. There were comics-like print ad versions written in deep, poetic Pilipino.
|ROBIN HOOD, print ad 1953|