125. Casting Coup: POND’S ELITE PRINT AD MODELS (1957-1961)

POND’S, the skincare cream that has been beautifying and protecting women’s complexions in an ever-changing world for over 150 years now was the creation of American pharmacist, Theron Pond. In 1846, he developed the Pond’s Extract, with a unique tea extract from witch hazel that helped restore skin damage below the surface.

POND’S became the world’s first skincare brand during a critical time in the 1940s , when women assumed more  jobs as the men went to war.  

Breakthrough products introduced during this period include POND’S Cold Cream, the world’s first moisturizer not to require refrigeration, and POND’Ss Vanishing Cream, which made women’s skin soft, supple and dewy.

POND’S Company was merged in 1955 with the Chesebrough Manufacturing Co., which already had an extensive line-up of facial care products. 

POND’S Cold Cream and Vanishing Cream were introduced to the Philippine market, to great reception. The imported products were sought after by Filipinas who wanted to try the product “used by world’s loveliest women”.

In an effort to support this aspirational need, POND’S employed the most elite women in high society to appear in its print as—a list that included a former First Lady, a senator’s wife and daughter, a future female senator, a statesman’s daughter and many more. 

It was a casting coup that made waves in the marketing circle at that time, and these vintage print ads show why POND’S advertising was way ahead of its time:

Model: CHONA RECTO KASTEN, Fashion Icon, Daughter of Sen. Claro M. Recto

Maria Priscilla “Chona” Recto Kasten (b. 5 Feb. 1922)  is the youngest daughter of eminent statesman, jurist , poet and nationalist Claro Mayo Recto. Chona became a fashion icon and a sought-after model for her beauty and breeding. She was first married to Johnny Ysmael  with whom she had 4 children, Johnny Jr., Techie, Ramoncito and Louie. Johnny Sr. passed away in 1952, and Chona remarried soon after to American businessman, Hans Kasten, with whom he had a son Hansi.  Chona died in April 4, 1987.

Model: CHUCHAY TUASON, Miss Philippines 1958

Carmen Remedios Tuason was a young debutante when she was crowned Miss Philippines 1958. She failed to go that year’s Miss Universe contest due to her parents’ disapproval. Instead, she attended  the 1958 Brussel’s World’s Fair. A champion bridge player, Tuason has represented the country in many international bridge competitions. Maried to Luciano La Guardia with whom she has a son, Antonguillo.

Model: EVA ESTRADA-KALAW, Stateswoman, 2-Term Senator of the Philippines

Evangelina Estrada Kalaw (b. June 16, 1920) of Murcia,  Tarlac, was a UP Education graduate who had dabbled in theater arts as a student. She  first entered politics in 1953 when she campaigned for Nacionalista presidential candidate  Ramon Magsaysay, who won against incumbent president Elpidio Quirino.  She was elected as a Senator and served two terms under Ferdinand Marcos (1965-72) . Eva Estrada married Teodoro Kalaw, Jr., in 1944, and had four children: 3 sons and a daughter, Chingbee. Kalaw passed away at age 96 on May 25, 2017.

MARIA EVA “CHING BEE” KALAW, who appears with her in this Pond’s ad, is a commerce graduate of Assumption College.  Married first to Dini Manotoc, and later to Bobby Cuenca, she has 4 sons. She heads Rite Management and Financial Corporation is also a member of the  Management Association of  the Philippines’ committee of agribusiness and countryside development.

 Model: LUZ BANZON-MAGSAYSAY. Seventh First Lady of the Philippines
The wife of Philippine president Ramon Magsaysay was born Luz Rosauro Banzon on June 25, 1915 in Balanga, Bataan. She had 3 children with the president: Teresita, Mila and Ramon Jr. With the death of Magsaysay in a plane crash in 1957, she became a widow at age 41 years old when President Magsaysay died in an aeroplane crash in 1957, three years. She led a quiet life, and dedicated herself to the preservation of her husband's memory and legacy. She died on August 17, 2004 and is considered one of the most respected First Ladies the country every had.

Model: LILY DE LAS ALAS-PADILLA, Wife of Sen. Ambrosio Padilla

Considered as one of the most stylish beauties if her time, Lily de las Alas was  the daughter of Senator Antonio De Las Alas of Taal, Batangas. She married Ambrosio “Paddy” Padilla, a former basketball Olympian who was elected to the Senate  from 1957 -1972. The De Las Alas-Padilla couple have 10 children: 6 boys and 4 girls, one of whom—Josine—appeared with her in a POND’s ad.

JOSIE PADILLA, the beautiful Padilla daughter, was a popular campus figure and teen society figure in the late 50s. She married Harvard-educated Ernest Rufino, a scion of one of the country’s old rich families, in 1963. Their children are: Lyra, Joysie, Lui, Ysabel, Ernie and Victor Rufino.

VIRGINIA LLAMAS ROMULO, of Pagsanjan was a student of the progressive Philippine Women's College when she was named Queen of the Manila Carnival 1922. At her Grecian-themed coronation, she was escorted by a young editor and U.P. graduate, Carlos P. Romulo. The two eventually became husband and wife.  Romulo, went on to become a well-respected diplomat, a Pulitzer prize winning author, first Asian President of the United Nations General Assembly, and Secretary of Foreign Affairs. Virginia passed away at age 67 on 22 January 1968. In life, as in death, she was recognized as one of the greatest Filipino women of modern times.

SOURCE:

PONDkipediahttps://en.wikipedia.org/wiki/Pond%27s

various issue of Sunday Times Magazine 1957-1961