Thursday, May 12, 2016

59. Is That Who I Think She Is? LORNA TOLENTINO for MUM Deodorant

Lorna Tolentino, the acclaimed grandslam drama queen along with Nora Aunor, Vilma Santos and Sharon Cuneta, began her showbiz career as a child actress at age 8 in the movie “Uhaw sa Kalayaan” in 1969. But the former Victoria Lorna Aluquin (b. 23 Dec. 1961, Concepcion, Tarlac) would blossom into one of the country’s most respected actresses, with over 60 films to her credit, and winning awards along the way from FAMAS, Film Academy of the Philippines to Manila Filmfest and Gawad Urian.

But who would believe that she also forayed into commercial modeling? She was a new teener when she posed for this MUM Deodorant print ad in 1974, that appeared in leading women’s magazines.

MUM was the first was the first brand of commercial cream deodorant, with  a zinc compound as its active ingredient. It was developed and patented by an inventor in Philadelphia in 1888 and was named for the term "mum", meaning "to keep silent". Bristol-Myers bought the small company in 1931, and twenty years later, it MUM was made available in the Philippines, exclusively distributed by Ed A. Keller and Co. Ltd.

Memorable MUM campaigns include the “Ought To be Told” late 1950s print series and the locally-conceived “MUM-yayakap” in the 70s.  It first targeted women, then included males in the 60s. This campaign attempts to capture the emerging socially-conscious teen market, addressing a 13 year old with:  “Dalaga ka na..di ba dapat, nag-MUM ka na? (You’re a woman now. SHouldn’t be using MUM?)

  Picture Source:

Lorna T. may  no longer be  a “dalaga” , but for sure, she remains to be one of the country’s respected actresses, an engaging presence on both TV and the silver screen. She was married to actor Rudy Fernandez from 1983 till his death in 2008. ). Her children, Ralph and Renz Fernandez, are also in showbiz.

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