345. THE GIRLS OF ESKINOL, 1965-1990

ESKINOL, perhaps the most well-known facial lotion brand in the Philippines—was the creation of Dr. Esperanza Castro-Palting, a pharmacist, who concocted the solution back in 1945. She launched her ESKINOL MEDICATED FACIAL SOLUTION  with 200 bottles, which sold out quickly and would be one of the most successful anti-pimple products  in the history of the Philippine skin care industry. ESKINOL started to advertise at the beginning of the 50s decade, with small, black and White illustrated ads. It was only in 1964 that it began featuring photographs of real models, but these lovely ladies of mixed nationalities were never identified.

1965 ESKINOL ADS featuring unnamed models.

It was only in 1968 that they started featuring models with celebrity status, beginning with the mestiza beauty from Liloan, Cebu, PILAR DELILAH PILAPIL, who was Bb. Pilipinas-Universe of that year. She appeared in at least 2 ads. After her Miss Universe journey, Pilapil set on a successful showbiz career that continues to this day.

PILAR PILAPIL, 1st ESKINOL GIRL, 1968

In 1970, ESKINOL featured AURORA PIJUAN, another Bb. Pilipinas beauty who went on to win our 2^nd Miss International crown in Osaka, Japan. She has 2 children with Tommy Manotoc, Mavis and TJ manotoc, a sportscaster.

AURORA PIJUAN, 1970 AD,

The next year, MARICAR ZALDARRIAGA, Miss Young Pilipinas, became the ESKINOL model. She had been voted Miss Photogenic at the 1971 Miss Young International. She has a son, Paolo, with former Sen. Mar Roxas, and heads her own interior design firm.

MARICAR ZALDARRIAGA, 1971 AD

It was TINA REVILLA’s turn to be the face of ESKINOL in 1975. The popular TV teen personality and singer was one of the lovely daughters of Armando Goyena and Paquita Revilla, famed for her legendary beauty. Her mother and 2 sisters were Camay Girls themselves.  At her peak, Tina had her own TV shows (“Turn on with Tina”, “Ariel con Tina”) and also made a few movies. She is now Mrs. Sergio Valencia.

TINA REVILLA, 1975 AD

MARIANNE DELA RIVA, one of Manila’s 5 Prettiest for 1971-72 was tapped by ESKINOL for their 1978-79 campaign. This led to a career in showbiz via “Love Song” opposite Victor Laurel. She became a household name when she played Luisa in the hit soap Gulong ng Palad opposite with Ronald Corveau (as Carding) whom she married in 1979. She has since separated from Corveau, and is now the wife of Dr. Oscar Ortiz of Toms River, New Jersey.

MARIANNE DELA RIVA, 1978 AD

The Star for All Season, VILMA SANTOS, became the most popular ESKINOL girl, when she was signed up in the 1980s to do a full tri-media campaign for the brand. She was also the most effective celebrity endorser, and the model most associated with ESKINOL. Her most popular TVC was the “Cherished Possession” commercial.

VILMA SANTOS, 1984 AD

SANTOS’s relationship with the brand extended all the way to the 1990s, and went beyond the usual testimonial approach. She became a constant presence in TVCs, supporting newer, younger models. She also became  an ambassador  for the brand, showing other girls how ESKINOL can give them a fairer, fresher face—as in this print ad which shows another future award-winning actress, CHERRY PIE PICACHE.

VILMA SANTOS WITH CHERRY PIE PICACHE (R), 1990 AD

 In 1987, a contest was launched in a noontime show that featured the search for the ESKINOL CAMPUS GIRL. The winner was RAQUEL ANA BUNAG of Caayan de Oro, who had been a Mutya ng Pilipinas contestant that same year. She appeared at least once in an ESKINOL spread ad.

RAQUEL ANA BUNAG, ESKINOL CAMPUS GIRL, 1987

To be an ESKINOL GIRL was a dream role that every talent wanted to win, as it was an iconic role, just a shade behind a Lux or Camay Girl. Unfortunately, ESKINOL advertising after the 1990s decade were few and far between. The “ESKINOL GIRL” campaign was revived in 2016 when the company announced that MAINE MENDOZA, of the hit TV portion “Aldub” of Eat Bulaga, had been selected as an ESKINOL GIRL. She starred in a “Linis-Kinis” commercial that was seen on national TV that same year.

WATCH ESKINOL's "MAINE MENDOZA" 2016 TVC HERE:

 SOURCES:

Eskinol Philippines: youtube, Eskinol with Maine Mendoza: https://www.youtube.com/watch?v=03oKX7GooaQ

102. ESKINOL: VILMA SANTOS' "Cherished Possession", 1983

ATE VI FOR ESKINOL. Full Color Print Ad. 1983.

The widely-popular facial lotion—ESKINOL—was the creation of Dr. Esperanza Castro-Palting, a pharmacist, who concocted the solution back in 1945. She launched her ESKINOL MEDICATED FACIAL SOLUTION  with 200 bottles, which sold out quickly and would be one of the most successful anti-pimple products  in the history of the Philippine skin care industry.

ESKINOL to advertise at the start of the 50s decade, with small, black and White illustrated ads. In the 60s, it began featuring models in its more polished ads. 

Later it introduced more well-known models beginning with beauty queen Pilar Pilapil in 1968. Thus began the “Eskinol Girl” print ad series that would include Marianne de la Riva and Tina Revilla.

The most famous Eskinol Girl---due largely to her memorable TV commercial—was Vilma Santos. Already a teen superstar, Vilma starred in the ad where she introduced ESKINOL as her “cherished possession”, along with her acting awards. The TVC was produced by ad agency, J. Romero & Associates.

THAT ESKINOL GIRL, VILMA SANTOS, 1984

Her endorsement worked, and soon, the audience would also make ESKINOL, their “cherished possession”—with the phrase becoming a byword, and the commercial spoofed in comedy shows.

WATCH ESKINOL" Vilma" 1995 AD HERE:

 Vilma would be under contract with Metro Drugs, then the manufacturer of ESKINOL, for years, and would do more product advertising for their no. 1 selling brand--including its line extensions-- until the 1990s.

SOURCES:

Endorsing Eskinol:

https://starforallseasons.com/2013/08/09/endorsing-eskinol/

https://www.unilever.com.ph/brands/our-brands/eskinol.html

74. GLAD RAINWEAR AND NOVUS RAINMATES: Gearing Up for the Rains in the 60s-70s:

VILMA SANTOS--THE STAR FOR ALL SEASONS--
INCLUDING THE RAINY SEASON--as Glad Rainwear endorser, 1971.

The rainy season is upon us once more, and the wet weather brings to mind a few of the products that people wore to protect themselves from the elements in the 60s and 70s. Between then and now, the rainy weather basics have not changed: umbrellas, wore boots and raincoats. A few companies though, thought of new ways to make these drab and often heavy rain gear more appealing.

In 1970, for example, Union Carbide Philippines Inc., a company primarily known for car batteries and industrial products ventured into the manufacturing of polyvinyl chloride materials. This paved the way for the launch of a revolutionary personal raincoat perfect for the unpredictable rainy season—GLAD RAINWEAR.

It was different from existing bulky plastic raincoats then—GLAD was very light, flexible and can be folded and tucked away in a handy pocket packs. What’s more, the raincoat came in different, fashionable colors.

The company employed no less than 70s teen star Vilma Santos to endorse the products. She appearedin several colored and black and white print ads that showed her exposed to the elements while at work. There was also a non-celebrity version of the ads, featuring people from all walks of life, protected by GLAD RAINWEAR while under the rain.

Needless to say, the handy raincoat enjoyed a measure of success for its anytime-anywhere convenience, its softness and affordability. In a special way, GLAD RAINWEAR made wearing raincoats cool and fashionable.

It was the same tact that PVC Inc. of Malabon  adapted even years earlier, when it launched its NOVUS Rainmates boots for ladies in 1963. Where before, rain boots were made of heavy rubber and were available only in black, PVC manufactured boots that were advertised for their “high style”—smart, casual and comfortable. Novus boots for ladies were also available in 5 colors.

GLAD RAINWEAR and NOVUS RAINMATES have long disappeared from the market, and the companies that made them have also undergone major changes. Union Carbide suffered irreparable damages due to the Bhopal disaster in India in which toxic chemicals were accidentally released from their  plant and killed thousands. The company continues to engage in chemical manufacturing. PVC Inc., still operates in Malabon, making fire and safety equipment.

18. What Teener Vilma Santos' Ideal Man Drinks: TANDUAY

TANDUAY, SA MGA IGINAGALANG. Print Ad, 1971.

Eighteen year old Ate Vi answers some personal questions in this Tanduay Distillery Ad, which featured the former child star. Many would question the choice of a young "Ate Vi" to endorse  a mature, macho drink like Tanduay, but let's read her interview before jumping into conclusions.

VILMA: First of all, my ideal man must be kind, thoughtful! 

INTERVIEWER: And how does he drink? 

VILMA: You know, my father has a Filipino saying about drinking. ..and he always reminds my brothers about it:”Sa tiyan ilagay ang alak—huwag sa ulo!”. My ideal man follows this…you see..that’s why he’s iginagalang, Even by those whom he drinks with. 

INTERVIEWER: Why does your ideal man drink, Vilma? 

VILMA: Aba! My ideal man should know how to drink! There’s bound to be drinking in social circles, right? And,let’s face it, I’m sure they serve drinks in Malacañang during State dinner—like when our country has to receive some foreign guests. 

INTERVIEWER: And what does your ideal man drink, Vilma? 

VILMA: You mean, my father? Well, he drinks Tanduay!

So, that's the punchline. Kagalang-galang na sagot!
Wala ka ng hahanapin pa--Tanduay!
Thank you, oh, so very much, Ate Vi!