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| SUSAN ROCES, LUX LADY 1965 |
One of the leading beauty soaps for many decades in the
country since the 1950s was LUX. LUX was launched way back in the U.S. in 1923
by the Lever Bros, (Unilever), that aimed to develop a richly-scented soap with
an affordable cost. LUX was the result, sold at 10 cents when introduced. Its
early advertising proudly stated that it was ‘made like the expensive French
soaps’, offering a luxurious experience.
LUX’s ad agency sent complimentary samples to 425 Hollywood
actresses and majority of them were won over by the exquisite scent, thus
earning their endorsement, and starting the claim that 9 out of ten Hollywood
stars used LUX. Actresses like Ava Gardner, Marilyn Monroe, Elizabeth Taylor
and Audrey Hepburn became the faces of LUX, and the same formula was used and
cascaded worldwide, including the Philippines.
The localized campaign of LUX in the Philippines began in
the late 1950s, but the idea of a series began in the mid 1960s, and the ads
from that era are featured here, created by J. Walter Thompsosn (Phils)., with
the country’s famously beautiful actresses as celebrity endorsers.
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| DAISY ROMUALDEZ, LUX LADY 1965 |
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| MARLENE DAUDEN, LUX LADY, 1965 |
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| LIBERTY ILAGAN, LUX LADY, 1965 |
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| MAGGIE DE LA RIVA, LUX LADY, 1966 |
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| JOSEPHINE ESTRADA, LUX LADY 1967 |
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| ROSEMARIE SONORA, LUX LADY 1968 |
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| AMALIA FUENTES, LUX LADY, 1969 |
