162. Filipino Matinee Idols in THREE FLOWERS POMADE Print Ads, 1956-57

One of the most enduring  brands of brilliantine pomade was THREE FLOWERS, made by Richard Alexander Hudnut way back in 1915, an American perfumer and cosmetics maker based in New York, with a European office in Paris, France.

It was distributed locally in the Philippines by Edward A. Keller & Co. sometime in 1950 to capitalize on the growing hairstyle trend of the midcentury--pompadour, side parts, slick-backs and cowlicks—popularized by screen legends as Cary Grant, Elvis Presley, James Dean, and later, Sean Connery. THREE FLOWERS Brilliantine Pomade became a favorite grooming aid  to style hair and give it a good sheen and, subtle masculine scent.

The most handsome matinee idols of the 50s were tapped to become celebrity endorsers for THREE FLOWERS’ 1956-1957 print campaign that primarily ran in leading magazines.  Four print ads from this series are shown on this page, each with a testimonial from a chosen actor-model.

LUIS GONZALES, for THREE FLOWERS,1956

Luis Gonzales,  (b. 8 Aug. 1928/d. 15 Mar. 2012) was born Luis Mercado, and grew up I  Tondo.  The prolific actor made over 100 films with Sampaguita Pictures and he is bets known for his portrayal of Pres. Ferdinand Marcos in two propaganda-cum-drama films:  “Iginuhit ng Tadhana” and a“Pinagbuklod ng Langit” ("Heaven was Gathered", 1965). He was often paired with actress Gloria Romero. Of THREE FLOWERS, Gonzales says: “ Women love the masculine fragrance of THREE FLOWERS…so do I!”.

MARIO MONTENEGRO, for THREE FLOWERS, 1956

Mario Montenegro,  (b. 25 Jul. 1928/d. 27 Aug. 1988) aka Roger Collin Macalalag of Pagsanjan, Laguna, was a Fine Arts student of UP, and was discovered while helping build sets for films. In his teens, he also was a member of Hunters ROTC guerrilla unit that saw action in the war. He is best known for his period films that showed him as a swashbuckling hero. Montenegro, who married fellow actress Letty Alonso, says that he “prefers the finest to look my best: THREE FLOWERS”.

EDDIE ARENAS, for THREE FLOWERS, 1957

Eddie Arenas,  (b. 7 Jul. 1935/d. 31 Mar. 2003) was a featured actor of Sampaguita Pictures and made many films with actress Lolita Rodriguez, who eventually became his wife. Some of his notable films include “Ang Tangi kong Pag-ibig” (1955), Gilda (1956), “Busabos” (1957),”Tanikalang Apoy” (1959). Before his passig, he was last seen in the 2002 movie, “Mahal Kita: Final Answer”. Of the product, Arenas opines that “I always look my best with THREE FLOWERS”.

RIC RODRIGO, for THREE FLOWERS, 1956

Ric Rodrigo (b. 1931/d.?)  was born as Paul Albert Bregendahl, the son of a Filipina mother and a Danish father . He is  best-known for  his appearance in “Igorota” (1968), where he was hailed as Asia’s Best Actor. Other significant films include “Dahil sa Isang Bulaklak” (1967) and “Ina, Kapatid, Anak” (1979). A son from actress Rita Gomez, Ronald Bregandahl, also became an actor. “THREE FLOWERS gives my hair a healthy sheen that is admired by all my friends”, says the good-looking Rodrigo.

THREE FLOWERS was a consistent advertiser through the 60s, but fell out of favor with the rise of modern pomade sticks, gels and cream, and it was only in 1979 that the brand was resurrected with the memorable relaunche campaign conceived by Basic Advertising—‘Lalaking Disente’. Needless to say, all the actors that appeared in the print ads from way back 1956, all fitted that “lalaking disente” mold—thanks to THREE FLOWERS!