491. THE LADIES OF LUX, 1965-1969

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.

DAISY ROMUALDEZ, LUX LADY 1965

MARLENE DAUDEN, LUX LADY, 1965

LIBERTY ILAGAN, LUX LADY, 1965

MAGGIE DE LA RIVA, LUX LADY, 1966

JOSEPHINE ESTRADA, LUX LADY 1967

ROSEMARIE SONORA, LUX LADY 1968

AMALIA FUENTES, LUX LADY, 1969

478. LUX GIRL: Actress, Singer HELEN ALBENT GAMBOA, 1969

HELEN ALBENT GAMBOA, LUX LADY, 1969 PRINT AD

One of the most popular, multi-facetted celebrities from the 60s, HELEN ALBENT GAMBOA (b. 7 May 1946), daughter of Kapampangan parents Domingo Gamboa and Eusebia Pangilinan Albent, made a name for herself first as a beauty queen, then became a singer of note, joined the movie bandwagon and became an icon of the ‘shing-aling’ decade.

She gained fame when, as a 15 year old, she placed 2nd to winner Cynthia Ugalde at the Miss Philippine Press Photography pageant, a contest conceived by an association of Philippine photographers in 1961. She was a Liberal Arts student at that time and before she knew it, Helen was swamped with movie offers and chose to sign up with Larry Santiago Productions. 

HELEN GAMBOA at the Miss PPP 1961, candidate # 13.

She was introduced in “Gorio and his Jeepney “ with Chiquito in 1962, based on a hit comic strip drawn by Larry Alcala for Manila Times. Directed by Pablo Santiago, the movie was an instant hit and Helen was on her way.

She followed this up with “Hugo, the Sidewalk Vendors” (with Berting Labra) and “Sakay and Moy” (with Oscar Obligacion and Cris de Vera), whose main characters were drawn from Philippine ‘komiks’. From her initial PhP 1,000 talent fee, she commanded Php 40,000 in her next films, a princely sum in the mid '60s.

She recorded many hit albums, doing covers of the popular songs of British singers, Petula Clark, Mary Hopkins, and Lulu. 

LA GAMBOA, at the peak of her song 'n dance career.

In 1969, Helen, at the peak of her career was tapped by J.Walter Thompson advertising agency to appear as an endorser for their blue chip account, LUX Beauty Soap, relaunched “with a new kind of luxury---now with nourishing cream”.  The LUX campaign featured a television commercial and a centerspread colored ad.

Centerspread ad of LUX, now with Nourishing Cream, 1969

Helen eloped with band musician Vicente “Tito” Sotto III, of the Tiltdown Men, a future senator and politician. Their children include Romina, Diorella, Gian and Ciara. Helen Gamboa is still active in the entertainment scene today, and continues to make appearances in productions produced by major TV channels. She also has done guestings in select music events that showcase her at her best--singing and dancing to the delight of her fans.

SOURCES:

Photo and Info: Views from the Pampang, '60s Singing Star: Helen Albent Gamboa of Sta. Ana, http://viewsfromthepampang.blogspot.com/2011/08/264-60s-singing-star-helen-alvent.html

377, Celebrity Model: HILDA KORONEL for LUX (1981), TUSSY (1974), and CASHMILON (1970) Ads

LUX LADY, HILDA KORONEL, Print Ad, 1981

When she came into the showbiz scene via the movie “Haydee” in 1970, Hilda Koronel was just 13 years  old, but her performance in the film as the Filipino fan and her American boy band crush, as well as her refreshing beauty captured the fancy of Philippine fandom,

HAYDEE, with Ed Finlan, LEA Productions, 1970. Credit: Video48

The Angeles- born Susan Reid (b.17 Jan. 1957) , a prized discovery of LEA Productions,  had previously debuted in “Leslie” a year before. But if “Haydee” catapulted her to national fame, it was “Santiago” that earned her acting honors with a FAMAS supporting actress trophy.  Soon, she was making other critically acclaimed movies like “Stardoom”, “Tubog sa Ginto”, “Kung Mangarap ka’t Magising”, “Angela Markado”, “Tinimbang Ka Nguni’t Kulang”, “Maynila, Sa Kuko ng Liwanag”,  and “Insiang”—an iconic role that cause a sensation in Cannes. 

TUSSY LOTION with Vitamin A, Print Ad, 1974

Hilda was not only sought by producers and magazine editors, but also by advertising agencies, who squired her no end for her elegant beauty and influence. It is indeed surprising that she only appeared in a handful of ads, the most prominent being LUX Beauty Soap, where she appeared with an equally young Edu Manzano as her escort, in a commercial produced by J.Walter Thompson.

Her previous appearance had been in a “Tussy” skin lotion ad in 1974, and “Cashmilon” fashions (with Tirso Cruz III), in 1970, perhaps her first endorsement. She had always shied away from publicity, even as local media keeps wanting to pry on her private life, especially her relationships with actor Jay Ilagan and a string of others: Bambi del Castillo, Spanky Monserrat, and Dr. Victor Lopez. 

CASHMILON, with Tirso Cruz III, Print Ad. 1970

Hilda has even become more reclusive when she moved to the U.S. with Fil-Am husband Ralph Moore Jr. in 2000. She may have distanced herself away from the entertainment circuit, but her luminous beauty and rare talent will always be remembered and celebrated by her fans who first saw her on the silver screen 50 years ago. 

CREDITS:

Photo of "Haydee" movie ad, courtesy of Video 48 blogspot

wikipedia.com: Hilda Koronel

270. Celebrity Endorser: JOSEPHINE ESTRADA, Miss Philippines 1962

JOSEPHINE BROWN ESTRADA, MISS PHILIPPINES 1962 FOR MISS UNIVERSE

The first Filipino-American beauty to represent the Philippines in the Miss Universe beauty pageant was the very popular JOSEPHINE BROWN ESTRADA (b. 9 April 1944/d. 13 Apr. 2019). The 5’5½ “, 120 pounder Zamboangueña was an occasional  actress, model and  held a string a beauty titles before her major win—she was a runner up to Edita Vital in 1960, and was Miss Aviation of 1961.

After an absence of 4 years at the Miss Universe (Chuchay Tuason and Cristina Matias did not participate in 1958 and 1959, no delegates in 1960,1961), Estrada stood tall at the Long Beach stage as Miss Philippines.Though she did not place in the pageant, Estrada returned to the country and became an even bigger star of  Sampaguita Pictures, cast alongside leading men as Joseph Estrada and Tony Ferrer. 

She also became a favorite commercial model, and these print ads from a variety of major advertisers show why. Estrada remained active until 1983, and then permanently settled in the U.S., until her death just days after her 75^th birthday in Arizona.

ESTRADA FOR COKE, 1966

MISS PHILIPPINES JOSEPHINE ESTRADA FOR COKE, 1962

JOSEPHINE ESTRADA FOR COKE, 1962

JOSEPHINE ESTRADA AS A LUX LADY, 1967

JOSEPHINE ESTRADA, FOR MOISTURELLE, 1975

JOSEPHINE ESTRADA, FOR NATIONAL ZIPPER, 1970

DATA SOURCE:

Miss News by Robert Maceda, http://www.missnews.com.br/historia/josephine-estrada-miss-philippines-of-1962-dies-in-us-75

158. Miss No. 1: AMALIA FUENTES, Celebrity Endorser of the 1950s-60s-70s

AMALIA FUENTES AS LUX LADY, 1969

Along with Susan Roces, Amalia Fuentes (b. 27 Aug. 1940) was one of the first true  superstars of the Philippine silver screen of the 60s decade. Naga-born Fuentes was the daughter of Alvaro Muhlach Sr., a Filipino of German-Spanish blood, and Concepcion Amador. Her father had died during the war, so when she came of age, Fuentes decided to find work to support the family.

 

MR. & MISS NO. 1: Juancho and Amalia

Adopting  her stepfather’s surname, she thus became Amalia Fuentes,and at  age 16, the teen beauty entered the search for Sampaguita Pictures’ talent search for Mr. & Miss Number One.

She topped the contest, along with male winner, Juancho Gutierrez, and their careers were launched via their debut film, “Movie Fan”.

It was an instant success and she went on to make more blockbuster hits with Juancho like “Sonata” (1957) and “Pakiusap” (1959). Eventually, she was paired with Romeo Vasquez (“Pretty Boy”, “Ako ang May Sala”), who would become her husband, and father of their daughter Liezl.

AMALIA FUENTES for Mantrade's Fairlane

But it was in the 1960s that her star shone the brightest, beginning with the “Ako ang May Sala” (1960), and the 1963 romantic comedy “Ang Senyorito at ang Atsay”. Her intense screen rivalry with Susan Roces further heightened her fame. They had appeared together in “Amy, Susie, Tessie” (1960). When Roces did the popular “Susanang Daldal”, Fuentes countered with “Amaliang Mali-Mali”, and the competition was on.

SLIM, SLEEK AND BEAUTIFUL AS THE CAR, Mantrade Ad, 1965

As a an actress of superstar status, Fuentes was squired by many companies to endorse their products. The largest Ford dealer in the country, manila Trading & Supply Co. or MANTRADE, signed her up in 1965 to appear in print ads for their latest car model—Fairlane 500.

FUENTES IN REVE D'OR Ads. 1965

She also became an endorser of REVE D’OR,  a premium line of cosmetics (Lotion, Face Powder, Perfume)  distributed by Oceanic Commercial Inc. in 1965.

Fuentes became the face of LUX Beauty Soap in 1969, a casting coup for the brand which had signed up Susan Roces earlier as one of their Lux ladies.  She did a TV commercial that showed her at her most beautiful.

She supported her daughter with Vasquez, Liezl Sumilang, when she,too, became a child star and a commercial model, most notably for SCOTT’S EMULSION in 1974.

The checkered career of Fuentes included not just acting, but she also forayed into movie producing, screenplay writing and directing. But no doubt, it was the pulling power of her beauty that she will be remembered for, earning admiration from three generations of fans who have dubbed her as the Philippine answer to Elizabeth Taylor.

153. Creative Guild Print Ad of the Year 1988: LUX BEAUTY SOAP, “Starcare Skincare Originals”

Creative Guild Print Ad of the Year 1988:  LUX “Starcare Skincare Originals”

The 1988 Print Ad of the Year blrew competition away through sheer star power. The stunning ad, a full color magazine spread for LUX Beauty Soap, featuredthree of the year’s most recognizable faces in Philippine show business: Movie star Sharon Cuneta, singer Kuh Ledesma, and then up-and-coming starlet (and presidential daughter) Kris Aquino. “Starcare” was a creation of J. Walter Thompson, which has had LUX manufacturer. Multinational heavyweight Philippine Refining Company, as a worldwide client since the 1950’s.

“LUX has always been about celebrities,”says JWY Executive Creative Director Socky Pitargue,”and it has always been important to choose the right names and faces.” The last Filipina endorser Pitargeue recalls was screen actress Hilda Koronel, and the launch of three new variations for normal-to-dry, oily, or sensitive skin was the perfect excuse to go beauty-hunting. The idea was clear: three superstar faces using there classy variatons of one glorious product.

The original plan had been to shoot three separate print ads for each of the models, but Pitargue had a more ambitious idea.”Why not get them together? Why not come out with one big ad two or three times for maximum impact?” Pitargue even predicted the fans, especially young girls, would tear the ad out and use it as a poster—which research shows they did.

After PRC had closed deals with three celebrities, chosen for their individual styles as well as their beautiful complexions, Pitargue, creative irector Adele Estrada and executive art director Edwina Arroyo confronted another logistical hurdle: how to get the three stars together for a photo session. “That’s when we decided to get a fourth superstar to take the photograph,” Pitargue says. Millionaire businessman, philanthropist, and high profile hobby photographer Jaime Zobel de Ayala had never done any commercial photography before, and he welcomed the project.

The strategy worked. With a reputation bigger than those of his subjects, Don Jaime called the shots. “He asked the ladies to be at his studio at 7 pm. sharp,” Pitargue recalls,”or he would close the doors. The trio complied, and the shoot was over in less than three hours. Don Jaime’s professional fee, Pitargue reports, was subsequently donated to charity.

Bare arms and shoulders for the subjects were decided upon early, to do away with the problem of coordinating outfits. Neither did the agency ant anything to distract from the glowing complexions. The three LUX variations were photographed for the same poster and reinforced with copy in small text, but the yes remained rivettted on the unmistakable stars of the spread.

KRIS AQUINO, KUH  LEDESMA, AND SHARON  CUNETA TODAY

The print ad ran alongside three slick TV commercials, individually featuring Sharon, Kuh, and Kris. JWT git the media exposure they wanted, and LUX is still happily riding on the fame of cinema’s most stellar skins.

CREDITS:

ADVERTISER: Philippine Refining Co.

PRODUCT: Lux Beauty Soap

AGENCY: J. Walter Thompson Co.

CREATIVE DIRECTOR: Adele Estrada

COPYWRITERS: Adele Estrada / Carol San Pedro

EXECUTIVE ART DIRECTOR: Edwina K. Arroyo

ART DIRECTOR: Bobby Canlas

PRINT PRODUCTION: Jun Jamolangue

PHOTOGRAPHERS: Jaime Zobel / Neil Oshima

SOURCE:

PERFECT 10: A Decade of Creativity in Philippine Advertising. Ed. by Mr. Butch Uy. Published by the Executive Committee of the Creative Guild of the Philippines, 1995. “Superstar  spread,” p. 26
PHOTOS: Kris Aquino (pep.ph), KuhLedesma (Inquirer Entertainment), Sharo Cuneta (fanpix.net, Showbiz Central)

122. The Face That Refreshes: SUSAN ROCES, Celebrity Endorser of the 1950s-60s.

SUSAN ROCES, LUX AD, 1960s.

\Queen of the Philippine  Movies, SUSAN ROCES (born Jesusa Purificación Levy Sonora,  28 Jul. 1941 in Bacolod) began her movie career at age 8, when she was cast in the movie “Mga Bituin ng Kinabukasan”  by Nepomuceno Productions.

SUSAN ROCES in a Philippine Charity Sweepstake color print ad, 1960

Dr. Jose Perez, Sampaguita Pictures’ big boss “re-discovered” her as a teen beauty, when she was already in Manila, an interna of La Consolacion College. She passed her screen test and was given the screen name “Susan Roces” (after Susan Magalona and the Roces Publications).

.SUSAN ROCES does a LAVORIS Mouthwash and Gargle print ad, 1961.

 First introduced in “Miss Tilapia” and “Bokingera (Daw)” (1956), Roces would rise to become one of the most celebrated and influential actresses of the 60s era, especially when she went free-lance, acclaimed as the queen of Tagalog cinema, for such movies as “Susan, Susay Susie”, “Susanang Daldal”,  (1962), “Bayan Ko, Lumaban Ka” (1965), “Maruja” (1967), “Divina Gracia” (1970)  “Patayin mo sa Sindak si Barbara” (1974). She would win a back-to-back Best Actress Famas award for “Maligno” (1978), and “Gumising ka , Maruja” (1979).

 

SUSAN ROCES for LIFEBUOY SOAP, with Romeo Vasquez, 1960

Roces reached a milestone  in her career  when she married widow of Fernando Poe Jr.[, who left her a widow in 2004.  Daughter Grace Poe is a senator. On TV, Roces was in “John en Shirley”, an ABS-CBN comedy show until October 2007. She currently is still in the top rating “FPJ: Ang Probinsyano” series which began in 2015.

SUSAN ROCES PRESENTS...MODERN REST BED. Print ad, 1965.

At her peak, Roces was avidly sought by companies for endorsements—from Coca Cola to beauty and personal products like Lux. Now regarded as an icon of Philippine movies, the much-loved and respected actress continues to appear in TV commercials for such products as RiteMed and Champion. Then, as now, Susan Roces has the face that refreshes, and a voice that sells.

CHAMPION ENDORSER, courtesy of susanroces,blogspot.com

SOURCES:

Susan Roces, First Lady and Eternal Queen of Philippine Movies,

https://susanroces.blogspot.com/

66. LUX LADIES OF THE 1960s-75

LUX LADY. Marlene Daudén (b. 1941 in Philippines) is a top dramatic actress 

known for Gumuhong Bantayog (1960), Salamisim (1968) and Milarosa (1965). 

This  St. Scholastica graduate is married to Ernesto Hernaez. Print Ad, 1965.

LUX Beauty Soap was introduced way back in 1925,  a luxury soap made with costly French perfume that was behind the beauty of some of the glamorous stars of Hollywood—including Elizabeth Taylor, Audrey Hepburn and Marilyn Monroe. 

Susan Hayward, 1953

Advertising showed ordinary looking women with direct references to lovely leading ladies from the era. It was the Philippine Refining Company (est. 1916, now Unilever Philippines), maker of familiar household items like Camia Cooking Oil, Ever  Fragrant Soap and Lifebuoy Health soap,  that launched the local Lux to the Philippine market in the early 50s.  By the mid 50s, Lux was a rising brand, a worthy competitor to Procter & Gamble PMC’s, Camay.

The first 50s black and white print ads featured both local and international movie stars. But in the 1960s, with J. Walter Thompson as the agency of Lux, advertising became more fresh and sophisticated, aligned with the U.S. campaign. Using Filipina movie stars as role models, Lux’s strategy was to build relevance by looking at beauty through the consumer’s eyes.  The print series that ran from the 60s to 70s featured these lovely celebrities who were then looked up as epitomes of beauty and elegance. 

Lux Lady,JOSEPHINE ESTRADA BROWN, 1965

Josephine Estrada (b.) was the Philippine representative to the 1962 Miss Universe Beauty Contest in Long Beach, California. She had also been  Miss Luzon (first runner-up) to Edita Vital in 1960 and was Miss Aviation of 1961. She became an actress and appeared in Apat na Kagandahan (1965), Gintong Recuerdo (1965) and Holiday in Bali (1962). 

Lux Lady, DAISY ROMUALDEZ, 1965

Daisy Romualdez (b. 1938) is a Filipino-Spanish actress who  starred in many Sampaguita Pictures productions including Silveria (1958), Si Darna at ang Impakta (1963), Show of Shows (1964)and Hinango kita sa Lusak (1967). Married to basketball player Manny Paner, she has two showbiz  daughters,Kristina and Danita Paner. Her sister , Blanca Gomez, was a well-known 60s star.

Lux Lady, MAGGIE DELA RIVA, 1966

Maggie de la Riva (b.1942) is a Filipino movie actress, who has appeared in about 40 films. She was also a former Miss Caltex candidate and also dabbled in commercial modeling.  She is best remembered for the sensational rape case in 1967 involving sons of affluent families who were eventually convicted and executed. 

Lux Lady, LIBERTY ILAGAN 1965

Liberty Ilagan (b. 1943) comes from a Philippine showbiz family which counts such luminaries as Director Gerardo de León (father), Robert Arevalo, Jay Ilagan (cousins), Tito Arévalo, Ángel Esmeralda, Eddie Ilagan (uncles). She was first married to Rod Ongpauco, a restaurateur, then to Carlos Lardizabal, a lawyer from Los Angeles, California.

Lux Lady, ROSEMARIE, 1968

Rosemarie Sonora (b. 1948) was a member of Sampaguita Pictures Stars ’66, a group of young love teams who appeared together in movies as Mga Bata ng Lagim (1963) and Jamboree 66. She was often paired with Pepito Rodriguez and Ricky Belmonte, whom she later married. Their children are: Sheryl, Renzo and Patrick Sonora.

Lux Lady, SUSAN ROCES, 1966

Susan Roces or  Jesusa Sonora (b.1941) is a superstar actress from the 60s. Bacolod-born Susan was known by several names—Manang Inday, Queenof the Philippine Movies, The Face that Refreshes.  She is the widow of action Fernando Poe, Jr. and mother of senator and presidential candidate,  Grace Poe. A sibling, Rosemarie, was also a 60s actress. She appeared in hit movies such as Amy, Susie and Tessie, Cover Girls (with rival Amalia Fuentes), and Patayin mo sa Sindak si Barbara. 

Lux Lady, AMALIA FUENTES, 1969

Amalia Fuentes (b. 1940), in her heyday, was the premiere star of Philippine cinema and was known as the local answer to Elizabeth Taylor.  She appeared in popular movies like Movie Fan (1956), Hahabol-Habol, (1957) and Ang Senyorito at ang Atsay (1963) She married her love team partner, Romeo Vasquez, with whom she had a daughter (+) Liezl, and later Joey Stevens, the father of her son Geric. A Muhlach, she is the aunt of actors Aga and Niño Muhlach.

Lux Lady, VILMA SANTOS, 1970

Vilma Santos (b. 1953), or Ate Vi, is a Filipino actress and politician. Launched in the 1963 movie “Trudis Liit” for which she won a FAMAS Best Child Performer Award, Santos was also known as Star for All Seasons,  Grand Slam Queen, and as the longest reigning Box Office queen of Philippine cinema. Santos is married to senator Ralph Recto and served as governor of Batangas, mayor of Lipa and now, Representative of the Lone District of Lipa. Her children  include Luis (with Edu Manzano) and Christian. 

Lux Lady, GLOIA DIAZ, 1975.

Gloria Diaz (b. 1951) is the country’s first Miss Universe, atitle she won in 1969. Adfter her reign, she became a movie star, appearing in “Ang Pinakamagandang Hayop sa Balat ng Lupa” (1975) and popularizing the so-called “wet scenes”. She has since proven herself to be an excellent actress, with major acting awards to her name.