391. TINGTING COJUANGCO for PRC’s POND’S and VASELINE INTENSIVE CARE (1980)

The 1980s were some of the most active years for Philippine Refining Company (PRC), as it battled it out for the beauty care market versus its arch rival, P&G Philippines. At the start of the ‘80s decade, it relaunched POND’s, a product of the POND’s company whuch had merged in 1955 with Chesebrough Manufacturing Co., to become Chesebrough-Pond’s.

 The bestselling cold cream had been advertised in the late 1950s using the Philippines’ most glamorous and accomplished women of impeccable pedigree—from socialite Chona Recto-Kasten (daughter of statesman Claro M. Recto), Eva Estrada-Kalaw (future senator), Virginia Llamas-Romulo (wife of diplomat Carlos P. Romulo) and former First Lady, Luz Banzon-Magsaysay.

In 1980, PRC chose the same approach as it Chesebrough-Pond’s did in the ‘50s, choosing a renown woman and young mother who had been adjudged as among the world’s most beautiful by no less than Harper’s Magazine in the ‘60s. POND’s scored a casting coup when the young socialite Margarita "Tingting" de los Reyes Cojuangco (b. 29 Apr. 29, 1944), agreed to appear in the POND’s “Beautiful Skin Now and Through the Year” campaign.

At age 18, Tingting married José Cojuangco, Jr., of the prominent political Cojuangco clan of Tarlac. She had modeled in her teen years, but this came to a halt when she began a family and settled in Tarlac. That was why, it was big news when she came back prominently as the celebrity endorser for POND’s, appearing in a glossy TVC and an array of print ads and advertorials.

Just when you  thought that POND’s would be her first and last appearance, the elusive beauty resurfaced that same year when she also became the model and spokesperson for VASELINE INTENSIVE CARE LOTION, another PRC skin care product. VASELINE started as hair tonic brand for men that was available in the Philippines as early as 1951. Needless to say, the ad industry was abuzz once more with this unprecedented casting decision that called for the same celebrity to endorse 2 skincare products of different brands, but under the same company.

After her appearances in these J. Walter Thomposon-produced commercials, delos Reyes went back to her role as a parent, raising 5 equally-beautiful daughters: Mikee (now Jaworski, champion equestrienne/actress), Liaa (now, Bautista doctor), Pin (now, Guingona), Maimai (now, Zini) and the youngest China (now, Gonzalez, model).

She would also pursue her studies , holding a Master’s in National Security Administration (MNSA) from National Defense College, doctorate degrees in Criminology and Philippine History. She forayed into politics (late president Benigno Aquino III was her nephew), serving 2 terms as Tarlac Provincial Governor (1992-98). She also ran for a position in the senate. A philanthropist, she is personally involved in  humanitarian projects among Muslim communities as well as  Gawad Kalinga. Truly, delos Reyes epitomized the ideal of a “true beauty with a purpose”.

SOURCES: 

Tingting Cojuangco: https://en.wikipedia.org/wiki/Tingting_Cojuangco