238. Brand Stories: BIODERM OF International Pharmaceuticals, Inc., 1962-68.

EARLY BIODERM AD, 1962

The very popular BIODERM Ointment, used in the treatment of skin ailments and infection was a product of the Wong Brothers, founders of the International Pharmaceuticals, Inc, (IPI) in Cebu. In 1959, The Wong brothers--George., Pio Sr., David Sr., Sergio,  and Sixto—bought the efficascent formula first developed by Miguel Chiong known as “Efficol” , giving them the right to manufacture the product in their own laboratory that would become IPI. Through door-to-door marketing and effective sales push, Efficascent Oil, as the product was now branded, became a national success.

This led IPI to develop more products using their own formula, and in 1961, the company came up wirh Dr.Wong’s BIODERM Ointment in tins.

 

BIODERM PRINT ADS, 1967

BIODERM Ointment contains antiseptic, antibacterial and antifungal ingredients beneficial in the treatment of ringworm, eczema, blackheads, pimples, furunculosis, acne, skin itch, white spots (ap-ap), athlete’s foot, hand itch, barber’s itch, insect bites and other skin irritations on the head and on the body. It is also effective for prickly heat, dhobie itch, mange, Hong Kong foot, and itching dandruff.

It was first advertised in 1962 as Dr. Wong’s BIODERM—Effective Treatment for Skin Ailments. BIODERM, with its modern image and formulation, gave Katialis, a leading cream for various skin conditions for decades, a stiff competition, becoming another success.

 

BIODERM PRINT AD, 1968

BIODERM was actively advertised through the 60s, and in the succeeding decades, and these early ads show how its advertising, marketing and pomotions evolved. Eventually, with the brand’s success, a BIODERM germicidal soap was developed, which also gained following.

Today, these two BIODERM products are still going strong in the market. BIODERM has helped grow IPI, which allowed it to expand its portfolio to include not just liniments, consumer health products, home care, food supplements, veteriany products, medical equipment and pesticides.