Saturday, April 1, 2017

102. ESKINOL: VILMA SANTOS' "Cherished Possession", 1983

ATE VI FOR ESKINOL. Full Color Print Ad. 1983.
The widely-popular facial lotion—ESKINOL—was the creation of Dr. Esperanza Castro-Palting, a pharmacist, who concocted the solution back in 1945. She launched her ESKINOL MEDICATED FACIAL SOLUTION  with 200 bottles, which sold out quickly and would be one of the most successful anti-pimple products  in the history of the Philippine skin care industry.

ESKINOL to advertise at the start of the 50s decade, with small, black and White illustrated ads. In the 60s, it began featuring models in its more polished ads. 

Later it introduced more well-known models beginning with beauty queen Pilar Pilapil in 1968. Thus began the “Eskinol Girl” print ad series that would include Marianne de la Riva and Tina Revilla.

The most famous Eskinol Girl---due largely to her memorable TV commercial—was Vilma Santos. Already a teen superstar, Vilma starred in the ad where she introduced ESKINOL as her “cherished possession”, along with her acting awards. The TVC was produced by ad agency, J. Romero & Associates.

THAT ESKINOL GIRL, VILMA SANTOS, 1984

Her endorsement worked, and soon, the audience would also make ESKINOL, their “cherished possession”—with the phrase becoming a byword, and the commercial spoofed in comedy shows.

WATCH ESKINOL" Vilma" 1995 AD HERE:

 Vilma would be under contract with Metro Drugs, then the manufacturer of ESKINOL, for years, and would do more product advertising for their no. 1 selling brand--including its line extensions-- until the 1990s.

SOURCES:
Endorsing Eskinol:

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