360. Brand Stories: HENO DE PRAVIA Soap, Print Ads 1960s-80

HENO DE PRAVIA, Print Ad, 1974

One of the more prized soaps in the world are those made in Spain, and some brands like Maja enjoyed worldwide success, like Maja by Myrurgia , a favorite soap brand in 1930s Philippines.

In the late 60s, another Spanish made soap made its appearance in the Philippines and had a long, successful run as a beauty soap with “fragrance that leaves a little bit of you behind”: HENO DE PRAVIA.

The green soap in the familiar yellow and white package was a product of Perfumeria Gal, which produced the soap in 1905. The soap came into existence when one of the company's founders, Salvador Echeandia, traveled to Pravia in 1903, a northern Spanish village, where he went to sell his company's products. He arrived while farmers were busy cutting “heno”, a grass used as fodder for livestock, and its aroma captivated him. 

HENO DE PRAVIA, Print Ad, 1968

Upon his return to Madrid he reproduced the fragrance of the “heno” grass and blended it with geranium, lavender and a hint of sandalwood. He marketed the soap as HENO DE PRAVIA, and in tribute to its derivation, made the bar mossy green, and wrapped it in yellow, the color of “heno” when it dries.  HENO DE PRAVIA became  Spain's best-selling soap, and its name has become a household word there.

HENO DE PRAVIA, Family 1, Print Ad, 1980

In the 1960s, HENO DE PRAVIA made its appearance in the Philippine market, and was promoted on the basis of its fragrance and credentials, having won awards in London, Paris and Madrid. Its first advertising print ad featured Filipina models, butw hen the agency, J.Romero & Associates took over, the ads featured Hispanic beauties and Castilian-type models, in keeping with the soap’s origin.

HENO DE PRAVIA, Print Ad, 1974

HENO DE PRAVIA, which caims to be still the no.1 beauty soap in the world, manufactured by Perfumeria Española Corp., a joint venture of  Perfumeria Gal with CIP. The brand is still available in the Philippines today, distributed by JDH Zuellig Inchcape Inc. It is also sold on online stores like Lazada and Shopee.

HENO DE PRAVIA, Family 2, Print Ad, 1980

SOURCE: Spanish Shop Online: https://www.spanishoponline.com/heno-de-pravia.html