179. Bad Hair, Behave! TANCHO TIQUE of Tancho Corp., 1962-1972

THE FIRST TANCHO ADS WERE FOR WOMEN! May 1962

When TANCHO CORPORATION barged into the hair grooming scene with its TANCHO TIQUE POMADE—little did it know that the “hair control stick” would make waves for its unique, convenient packaging. For decades, it would rule the men’s grooming products market, and its marketing highlights in the Philippines could fill a book with stories about how to develop a superior product, and back it with out-of-the box advertising and promotions.

SOURCE: amazon.com

The company itself began as Kintsuru Perfume Corporation, founded in 1927 by Shinpachiro Nishimura. Six years into its successful operations in Japan, it developed a line of hair grooming products under the brand name, TANCHO TIQUE.

From this line came the company’s first success—the TANCHO TIQUE Hair Control Stick, introduced in 1933. It proved to be a major hit among Japanese men, as it came in a tube with a cylindrical-shape pomade stick that you can directly apply like a gluestick,  to keep unruly hair in place.

The company undertook an ambitious international expansion, when in 1958 it reached a technical alliance with a Philippine partner to manufacture its TANCHO TIQUE products in the Philippines. 

TANCHO OMNIBUS AD, 1964

In 1959, the company changed its name to TANCHO CORPORATION, a name derived from ‘tancho’, the Japanese red-crowned crane, which became the brand icon. Surprisingly, the first TANCHO print ad that came out on Philippine publications was a 1962 color ad of TANCHO TIQUE Liquefied, for women.

WATCH TANCHO POMADE HAIR DRESSING PRODUCT HERE

At that time, liquid hair grooming products in liquid form were in vogue, like Vitalis, and Glo-Co Tonix. TANCHO TIQUE drew on its distinctive T-7 ingredient, a new botanical extract that gives unmatched vitality to hair.

TANCHO COLOR AD, with Soap. Note  Japanese models. 1966

The men’s line would be advertised some two years later in a TANCHO TIQUE omnibus ad which featured the TANCHO TIQUE Liquefied, TANCHO TIQUE (Soft Tique) pomade cream in a milk glass jar, and the TANCHO TIQUE (Solid Tique)  hair stick.  A soap would come in 1966. The print ad featured Japanese models.

VIC VARGAS, EARLY FILIPINO MODEL FOR TANCHO, 1968

It became apparent that the TANCHO TIQUE Hair Stick and the medicated TANCHO TIQUE soft tique in white jars would emerge as the sales drivers for the brand.

TANCHO CHRISTMAS AD, 1969

It was no wonder  that the 60s were a period of robust growth for TANCHO. There was an attempt to Filipinize the advertising in 1968 with the inclusion of Filipino male models—like the hunky Vic Vargas—in the print ad mix.

TANCHO TIQUE AD, 1969

By 1969, there were two variants of the Hair Stick (Medicated Tique, Vegetable Tique), while the TANCHO in jars had 4: Soft Tique, Lavender, Medicated and myCream. As hair grew longer, so did TANCHO sales.

There were cheap TANCHO TIQUE copycat brands like Toho Tique and Sinsu Tique which similar forms and packaging. But by then the advertising budget of the brand was increased to ward of potential TANCHO wannabes.

MEDICATED TANCHO GEL. 1970.

In the Martial Law years, TANCHO TIQUE  rode the “gel” hair product bandwagon that included the rising Dep styling gel, that projected a more youthful, Western image. TANCHO not only poured money for ad dedicated to TANCHO GEL in 1970, but also thought of ways to reach the younger segment of the market.

It employed two dancing sister who created signature dance moves that showed their vibrant, charming personalities—the nimble-footed Aldeguer Sisters.

Terry and Lally Aldeguer were already familiar to the TV audience in the late 60s and early 70s, but initially they were known for their Hawaiian and Tahitian dances.

TANCHO TIQUE contacted them to appear in their product commercials, introducing  a giant TANCHO TIQUE jar and stick,  via an energetic dance routine as the TANCHO jingle played, complete with their trademark  high kicks,  head flips, and dramatic expressions—mouth always agape with wide smiles.

The entertaining promotional spot was such a hit that they were soon being called “TANCHO TIQUE Girls”, paving the way for more guest spots on TV programs, corporate and dinners shows (they also learned to sing). Eventually, they would move to the U.S. to open a dance school where they would teach and stage shows for Filipinos abroad.

TANCHO MY CREAM WAS MEANT TO APPEAL TO A YOUNGER SET. 1971.

The year 1970 was also significant as TANCHO CORP.,  launched a new line of men’s products after realizing the untapped potential of the men’s hairdressing business. The product was “Mandom”, which was endorsed by the rugged Hollywood star, Charles Bronson. The successful launch  inspired TANCHO to change its name again, to Mandom Corporation, in 1971, in an effort to internationalize the products.

By the late 70s, it was apparent that the rise of the young, upwardly mobile market that would rule the 80s decade would result in a shift of taste for products more attuned to their lifestyle—cool, hip, modern. The marketing landscape had changed. The company launched Gatsby and Spalding brands, but these didn’t catch on. It tried direct sales, then reverted back to distributorship in the 80s
.

THE TANCHO MAN, 1972.

In 1992, Mandom Philippines Corp. was formed as a subsidiary of Mandom Corp. (Japan). It was tasked to work jointly with the mother company to develop localized marketing promotions, and to introduce the Philippines to the concept of distribution,  proven successful in many  countries. But by 1987, the subsidiary became wholly 100% Japanese owned. That put an end to the magnificent run of TANCHO TIQUE, and the image of a TANCHO Man—a winner, without a bad hair day every day!

TANCHO TIQUE products today are sold in giant retail store chains like SM, Cosmos Bazar, Watson’s, and are  also available via online orders. Perhaps, with the return of pompadours, flat top, crew cut, bouffant hairstyle among men these days, TANCHO TIQUE will rise again.

SOURCES:

http://www.referenceforbusiness.com/history2/46/Mandom-Corporation.html#ixzz5NokeH960

ALDEGUER SISTERS, https://www.youtube.com/watch?v=U8X1A-c7Bqc, uploaded by galdeguer, 14 Oct. 2009.
TANCHO PRODUCT SHOT: amazon.com