ZARAH'S HOUSE OF BEAUTY, Owned and managed by Mrs. Virginia Bertulfo. Names after her daughter, Zarah. Fully air-contidioned with the most mddern equipment. Located at V. Mapa, Sampaloc. 1964. |
The
1960s decade saw the rise in beauty and fashion consciousness of Philippine
society, particularly in the nation’s capital spawning beauty salons, hair
style shops, fashion houses and finishing schools. In fact, every little town,
it seemed, had a hole-in-the-wall beauty shop to cater to the needs of
Filipinas who wanted to feel good, and look good—be it through a quick
manicure, hair trim, or a cold wave treatment.
SLIM'S FASHION AND ARTS SCHOOL, founded by the iconic Philippine haute couture designer, Salvacion Lim Higgins. 1964. |
The
burgeoning movie industry in the 50s and 60s starred well-coiffed screen icons
who became role models of beauty and style. Sampaguita teen stars sported the
latest hair styles—fly-aways, bob cut, bangs, teased, pixie look. Sophisticated
ladies favored couture bouffants, towering beehives, and buns. Local vamps like
Rosa Rosal and Divina Valencia sported signature looks-- popularized wavy hair
with a stray strand of hair half-covering one eye. All these styles were available at a
neighborhood beauty salon, with walls plastered with magazine pages of local
and international stars, for reference.
PETITE BEAUTY SALON, with branches at Don. A. Roces Ave. and at Dapitan, near UST. 1964 |
Meanwhile,
Make-Up styles were also evolving in the Philippines as more local and
international cosmetics became readily available. Pastel eye shadow, black
crease shadow, winged eyeliner, and heavy fake lashes with light blush and
pastel pink lips were the rage of the day.
MATUTE FASHION SCHOOL. Founded by Mrs. Macaraia Hilario Matute. The school is still in operations. 1964 |
Beauty
salons had a heyday glamming up women and teens for their weddings, debuts and
graduations. Others went one step ahead by offering slimming and slenderizing
services, with machines and other contraptions to firm and improve the figure.
DORY'S SLENDERIZING & BEAUTY SALON, owned and operated by Dory Acuna. Salon endorser is actress Blanca Gomez of Sampaguita Pictures,1964. |
But what
is fashion and beauty without personality? Finishing and modeling schools took
care of that-with mentors ready to train girls with proper deportment,
etiquette, speech and diction, conversation
skills for all-around poise and personality development.
DE LUXE FASHION SCHOOL BEAUTY ACADEMY, at Evangelista St., at the corner of Raon St., Sta. Cruz, Manila. 1964 |
After all, Filipina beauties were going international. In 1963, Lalaine Bennett placed in 4th in the Miss Universe pageant, and the next year, 1964, the first Bb. Pilipinas for Miss Univese was crowned. That same year that the regal Gemma Cruz was crowned Miss International—and goodness how many Filipinas she inspired to be beauty queens. The rest is history.
DELLS BEAUTY SALON, fully air-conditioned. Located in Quiapo, Manila near Cine Moderno. Endorser: Sylvia Gumabao. |
On this
spread are 1964 ads of beauty, fashion and style houses where Filipinas
hied off to in their pursuit of
pulchritude. Good girls may go to heaven, but beautiful girls go everywhere.
CUPID'S HAIR STYLING, at Carantes St., Baguio City, 1964 |
CHARI'S HOUSE OF BEAUTY, under proprietress Joselita E. Dumon. With branches in Malate and Buendia, Pasay. |
BENY'S BEAUTY SALON. Andalucia St., Sta. Cruz, Manila, 1964. |
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