385. CHARMIS BODY SPRAY, Colgate-Palmolive 1987

The brand name CHARMIS was registered by Colgate-Palmolive Peet Company as early as the 1950s, and it was the same name that they use for a new, distinctive product that combined cologne and deodorant: CHARMIS BODY SPRAY.

 In 1987, CHARMIS BODY SPRAY was launched in the Philippines with much fanfare. Initially, 3 variants were produced: Innocence (yellow spray bottle), Romance (pink) and Sporty (green). The intro commercial featured the beauty queen Sabrina Artadi (Bb. Pilipinas International 1985) and her chance encounter with a handsome man in a party, thanks in part to the irresistible scent of CHARMIS. “Fragrance all over…Freshness all day, everyday”—so went the selling line, which successfully induced Filipino ladies to try the new brand, in the hopes of becoming as irresistible as Sabrina.

 WATCH CHARMIS 1987 LAUNCH TV AD HERE:

(Source: Charmis Phils. uploaded Oct. 26. 2020)

CHARMIS BODY SPRAY proved to be a big hit, and had its heyday in the late 80s thru the 1990s. New variants were added to attract a growing market: Frenzy (orange), Bebe (baby pink), Preppy (violet/purple), Kiss (red) and Pizzazz (blue).

 A powder cologne line was developed in 1988. In 1991, a commercial directed at teens, starring then rising actress-singer Janet Arnaiz was produced , which spawned a memorable “Hello, Goodbye” jingle. That same year, a portable CHARMIS in a Pentad bottle was produced, aimed at the young, mobile teen segment.

 WATCH CHARMIS 'Can't Resist' (1991) TVC HERE:

uploaded by Charmis Phils. Oct. 26, 2020 

CHARMIS had a good run, but it seems that the parent company was not keen on the product as by 3 November 1992, the CHARMIS trademark expired and was not renewed. In June 2017, ITC of India (formerly the Imperial Tobacco Company of India, Ltd.) acquired the CHARMIS brand, as it attempted to expand its non-cigarette profitability. Today, CHARMIS is the brand name for its line of face washes and applications such as tan removal, day cream, anti-ageing and moisturizing lotions.

SOURCES:

USPTO Report: https://uspto.report/TM/71603768

“ITC betting on Charmis to gain skincare space:, the Economic Times, https://economictimes.indiatimes.com/industry/cons-products/fashion-/-cosmetics-/-jewellery/itc-betting-on-charmis-to-gain-skincare-space/articleshow/61474056.cms

Charmis TVC 30s 1980s: https://www.youtube.com/watch?v=ztk8-912Imk, Charmis Philippines , Oct. 26, 2020.

Charmis Powder Cologne "Pow Wow" 15s - 1988, Philippines, https://www.youtube.com/watch?v=kgTWZ11XMhw, uploaded by vibesey, Oct. 27, 2017

Charmis Body Spray with Janet Arnaiz "Can't Resist" TVC 50's 1990-1991, https://www.youtube.com/watch?v=15AEWE3hJN4, by Charmis Philippines, 26 Oct. 2020