The most successful local skin ointment in history was
formulated in the 1930s by Dr. Lorenzo C. Reyes (b.?/d. 1985) and mixed by his
chemist brother, Manuel, at his Locre Laboratorio in San Lazaro, Manila. The
name of KATIALIS topical ointment was
coined from “KATI” (itch) and “ALIS” (go away), and was widely marketed as an
effective solution to skin diseases such as “tagihawat, anan, anghit, buni,
alipunga, bungang araw, bulutong tubig, balakubak, sunog sa araw, masamang
butlig, ulsera, sugat, pekas, galis, pigsa, butlig pagkatapos mag-ahit, sigid
ng lamok, surot at iba pang maliit na hayop”.
KATIALIS was also famous for its whimsical ads featuring biblical, mythical and symbolic characters drawn by the best illustrators of the times. One holiday ad in 1948 shows kneeling Filipinos in national costumes bearing gifts of wealth, power (represented by two men offering a crown, scepter and jewelry) on one side. On the oppoiste side, a native maiden presents a giant jar of KATIALIS, for the health and beauty of a lady on a throne, representing the product's customer perhaps--and flanked by pages holding fans. The illustrated tableau is surmounted by the greeting "MERRY CHRISTMAS AND A PROSPEROUS NEW YEAR".
After 76 years, the message still rings true, so we take time to wish you the same, for this Christmas of 2024, and for the New Year ahead!
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