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| RIO DIAZ, Sister of Miss Universe Gloria Diaz. Showbiz personality. |
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| CHARITO SOLIS, 1967 Asia's Best Actress for "Dahil sa Isang Bulaklak" |
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| EVA REYES. Beauty queen. Miss Philippines 1972, Miss World Semifinalist. |
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| JACKIE LOU BLANCO, Teen showbiz talent, daughter of Pilita Corrales. |
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| CZARINA ZARAGOZA, Bb. Pilipinas-Universe 1968. Musical artist. |
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| MISS RP 1972, EVANGELINE REYES, Top 15, 1972 Miss World |
KOKURYU Cosmetics, manufactured locally by Cherry Laboratory Inc., under license from Kokuryu-do Co. Ltd of Tokyo, Japan, was established on February 1965. It found favor among Filipinas and established a loyal following with its line of cake foundations, lipsticks, and face powders that peaked in the late 60s to the 70s.
The 70s decade also ushered in the age of pageants jumpstarted by Gloria Diaz’s Miss Universe victory in 1969, and immediately followed by Aurora Pijuan’s triumph in Osaka as our 2nd Miss International. With beauties in the news KOKURYU Cosmetics became a sponsor of the Miss Republic of the Philippines, a beauty search launched by Mr. Ferdie Villar, to select the Philippine beauty delegate to the London-based Miss World, the oldest beauty contest in history.
In 1972, EVANGELINE “Eva” REYES, a dusky and statuesque Batangueña, from Lipa City, and a PWU student, won the 1972 Miss Republic of the Philippines from among 30 contenders. Part of her prizes as a Miss RP winner was appearing as the face of KOKURYU in their print ads. The Karilagan model was sent to London to compete in that year’s Miss World pageant. Among her co-competitors was Miss USA’s Lynda Carter, who would go on to greater fame as ‘70s TV “Wonder Woman”. Both reached the Top 15 Semifinals stage and that year’s crown went to Australia’s Belinda Green. It was said that her fellow-contestants raised a howl when Eva failed to make the final cut—they were all rooting for her.
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| MISS RP 1973, EVANGLINE PASCUAL, 1ts Runner Up, Miss World 1973 |
The next year, Eva Reyes relinquished her crown to
a namesake from Orani, Bataan—EVANGELINE “Vangie” PASCUAL. She
also made her appearance in a KOKURYU print ad before she left for London
to compete at the 1973 Miss World pageant at the Royal Albert Hall.
This time, she nearly won the crown, after a tie with Miss USA’s Marjorie
Wallace was broken by judge Gregory Peck. Pascual was named 1st
runner-up. Nevertheless, Filipinos were thrilled at her achievement as a Margie
Moran had captured our 2nd Miss Universe crown only
months before in Greece. Everybody knows the story after the dethronement of Wallace; Pascual
was offered to assume Wallace’s duties but not the crown. Rightfully,
she refused.
The two EVANGELINES had other things in common other than wearing the same title, sharing the same name, and promoting the same KOKURYU brand : both did movies after their reigns, though Vangie stayed longer in showbiz while Eva went to the U.S. and worked in a bank, and d part-time modelling. She has 2 sons, Michael and Chris, and is a business woman in Los Angeles, California. Vangie is the mother of tattoo artist Nino Lapid, and is still very much active in the social scene.
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| HELEN ALBENT GAMBOA, LUX LADY, 1969 PRINT AD |
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.
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| 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.
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| LA GAMBOA, at the peak of her song 'n dance career. |
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| 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
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| MISS P-P-P IS A P-P-PINES CIGARETTE FAN, 1960 Ad |
“Fresh as a breath of mountain air”---that’s how PINES CIGARETTES was described when it was launched in the Philippines in the late 1950s, a product of the Associated Anglo-American Tobacco Corporation. Established in 1949 in Pasay City, it is one of the oldest cigarette manufacturers in the country. PINES CIGARETTES has an exclusive “air softened”, snow-white filter, promising a satisfying mild, refreshingly mentholated smoking experience.
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| Edita Vital as Miss Philippines, courtesy of Mr. Tony Paat |
Newly-elected Miss Press Photography EDITA RESURRECCION VITAL was recruited to promote the merit of PINES CIGARETTES in this two-color print ad from 1960. The daughter of Mr. & Mrs. Domingo Vital of Quezon City, Vital was a student of the University of Santo Tomas when she was voted by the country’s association of press photographers as their muse.
“My ideal man should be a PINES smoker, because a PINES Smoker knows his own mind”, so what she claims in the print ad. “ He knows what he wants in a cigarette—full-flavor, light menthol coolness, and a mildness that can only be his, with PINES”.
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| PINES CIGARETTE AD, late 1950s. Courtesy of the Pinoy Kollektor |
Later in the year, Vital went on to win the Miss Philippines title and got to represent the country in the 1st ever Miss International Beauty Pageant in Long Beach, California. She reached the semifinals in the contest won by Colombia’s Stella Marquez. Lured by showbiz upon her return, she made period movies like Noli Me Tangere (1961) and El Filibusterismo (1962), which earned her a FAMAS nomination. Vital is married to lawyer Angel Castaño, Jr.
The company that manufactures PINES CIGARETTES continues to be in operation even after 70 years. Currently, it produces American-style cigarettes using a blend of the finest locally sourced and imported tobaccos. Its current brands include: Winnsboro, Casino, Freedom, Dallas, Navy Club, Spotlight, and Asia Boston.
SOURCES:
Associated Anglo-American
Tobacco Corporation WEBSITE
Photo of Edita Vital as Miss PH: Tony Paat Collection, Veestarz
Special thanks to Edward
delos Reyes of Pinoy Kollektor, for the use of his Pines Cigarette print ad
clipping.
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| 1ST BINIBINI-UNIVERSE 1964, MYRNA PANLILIO IN HER 1ST AD |
The honor of becoming the first ever Binibining Pilipinas belongs to then-21 year old Ma. MYRNA SESE PANLILIO of San Fernando, eldest of 4 children of Enrique M. Panlilio and Jaina Sese. Though she graced magazine covers after her victory, the only known ad she modeled in was for a beauty & fashion house called Chantilly Gowns and Beauty Suite, located in Echague, Quiapo, and owned by Vicky San Diego. Carlos “Carling” Mercado was the lead make-up and hair artist, sought after by high society girls.
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| MYRNA AND OTHER MISSES. Below Myrna Panlilio is runner-up Elvie Gonzales, |
Panlilio
was crowned on 5 July 1964 at the Araneta Coliseum. The event was originally
scheduled on 3 July, but had to be postponed due to Typhoon Dading. Myrna, a
St. Scholastica and Maryknoll graduate,
was already working as a teller for Merchants Bank when she joined and won the
crown over 15 candidates, trimmed from an original 28.
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| PAGEANT NIGHT IN MIAMI |
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| ARRIVAL AT MIAMI, Miss Philippins (rightmost) with other Miss U contestants |
Her
prizes included a cash prize of P2,000, gold trophy from the Lions Club, a
complete wardrobe from the Philippine Couturiers’ Association, Helene Curtis
beauty products and a Regal sewing machine. Panlilio also won the right to represent
the country in the Miss Universe Beauty Pageant in Miami, Florida with the
title going to Miss Greece, corinna Tsopei. Married to Dr. Ramon Borromeo (+),
whose mother is Amparo Noel, herself a Carnival beauty winner (Visayan Queen
1912) from Cebu. Children: Ramon Jose, Patricia (+) , Mitzi. Durng Pres. Estrada's term, Panlilio was named Executive
Director of Nayong Pilipino. Sadly, Myrna passed away at the age of 65 on 16 July
2009, from a gall bladder disease.
Screengrab
of Miss U 1964, SMU Jones Film- G. William Jones Film and Video Archives
Alex Castro, Aro Katimyas Da, A Memory Album of Titled Kapampangan beauties 1908-2016.
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| GLORIA DIAZ , IN A SEIKO CALENDAR GIVEAWAY, 1970 |
One of the favorite giveaways of companies
during Christmas and the New Year are calendars—chosen for their practical use,
and for decorative purpose. Indeed, SEIKO
WATCHES made sure their premium calendar—given free as an insert in
magazines---will be most appreciated, as the company tapped the year’s reigning
Miss Universe 1969, 18 year old Gloria Aspillera Diaz, to grace the one-sheet calendar. Diaz
was hailed as the very first Filipina Miss Universe, and went on to become a successful
actress and showbiz personality.
SEIKO, the Japanese company that made quality watches, clocks, and timepieces, was founded in 1881 by Kintarō Hattori in Tokyo. SEIKO has distinguished itself as the most dependable, innovative (the company was one of those that launched the first quartz watches in the world) and durable brand of timepieces in the market.
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| Miss RP 1973, Miss World '73 1st Runner up, EVANGELINE PASCUAL for RIVLENE |
Orani-born Evangeline Louise A. Pascual was just 18 when she was crowned Miss Republic of the Philippines 1973. She went to the Miss World pageant in London and placed 2nd after a tie with Miss U.S.A.. Marjorie Wallace was broken by American actor and judge, Gregory Peck. However, after a few months, Wallace was stripped off her title for failing to meet her contractual obligations.
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| Miss RP Vangie Pascual with Miss World 1973 (dethroned) Marjorie Wallace, U.S. |
The Miss World crown was then offered to Pascual, being the 1st runner-up, which she refused as she had already began a more lucrative showbiz career by then. She had previously appeared in corporate sponsor ads like RIVLENE Fabrics, 100% polyester double-knit materials, manufactured by Riverside Mills Corp. in Pasig. The company was plagued with labor problems in the 1980s, until it ceased it sold its assets and ceased its operations.
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| RIVLENE was a major contest sponsor of Miss RP 1973. |
Pascual also appeared in a n obligatory print ad for another major sponsore, KOKURYU Cosmetics, manufactured by Cherry Laboratories Inc., under license from Kokuryu-do Co. Ltd of Tokyo, Japan, established on February 1965. Kokuryu attained a measure of popularity in the Philippines and actively advertised on Philippine television, and continues to operate in the Philippines today.
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| VANGIE PASCUAL for KOKURYU COSMETICS, 1974 |
From ads, Pascual progressed to movies, playing lead roles
alongside Fernando Poe Jr., Joseph Estrada, and Ramon Zamora. She was married
to J. Anthony B. Lapid of Guagua, with whom she had a son, Niño Antonio, a
U.S.-based artist. Evangeline Pascual continues to remain active in media and
the arts as a radio host, presenter, and is a Distinguished Toastmaster (DTM)
at Toastmasters International.
Photos; Alex R. Castro Collection
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| MODEL OF BEAUTY. Charina Rosello Zaragoza. Bb. Pilipinas Universe 1968 |
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| CHARINA AS ESKINOL GIRL, 1968 |
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| CHARINA FOR DIAL SOPA, Print Ad 1974 |
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| CHARINA MODELS FOR POND'S, Print ad 1976 |
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| CHARINA WEDS LUCAS SAINZ |
Uploaded by MrLazarovfan, July 31 2022
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| GEMMA'S CHOICE IS LADY'S CHOICE, 1965 |
The honor of being the first Filipina to win a world beauty title belongs to Gemma Teresa Guerrero Cruz (b. 30 Sep.1943), who was crowned Miss International of 1964 in Long Beach, California on Aug. 14, 1964. She was also the first Asian to win the title.
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| GEMMA CRUZ, AT HER MISS INTERNATIONAL CROWNING |
The statuesque Cruz has an illustrious pedigree, the daughter of writer and journalist Carmen Guerrero Nakpil, and Ysmael Arguelles Cruz. Araneta's paternal great-grandmother was Doña Maria Mercado, sister of Dr., José Rizal, which makes her a great grandniece of the national hero.
Cruz endeared herself to her countrymen when she donated her
prize money of US$10,000 to Manila Boys
Town and Girls Home, which sponsored her in the Miss Philippines contest. She came home to a triumphant welcome., with a
ticker tape parade in Manila.
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| AS A FASHION MODEL, 1964 |
Pre-Miss International, she had dabbled in fashion modeling
and was featured in at least one print ad for HELENE CURTIS COLOR ESSENCE
hair coloring product in 1963.
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| GEMMA CRUZ IN A RARE AD APPEARANCE, 1963 |
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| GEMMA CRUZ, FOR ROSE BLOOM HAIR SPRAY, 1965 |
After her reign, Gemma Cruz married Tonypet Araneta in Avila,
Spain with whom he had 2 children. She
had been a director of the National Museum in 1968. She eventually moved to
Mexico, and came back after Marcos was deposed. She was appointed Secretary of
Tourism (1998-2001) by President Joseph Estrada. A member of the National Heritage Commission
of the Philippines (NHCP), she also became president of the Heritage Conservation
Society. Cruz has 7 books to her credit, mostly history-base books, and is
currently a columnist for Manila Bulletin.
SOURCES:
Youtube; Miss International Beauty 1964 (1964), https://www.youtube.com/watch?v=g6XNkiHifCY, uploaded by British Pathé
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| ESKINOL AD, 1967 |
One of the most photographed beauties of the late 1960s was Pilar Delilah Pilapil, a homegrown mestizo beauty from Liloan, Cebu who was crowned Bb. Pilipinas of 1967. Then 17 years old, she represented the country at the 1967 Miss Universe Pageant in Miami beach, won by American Sylvia Hitchcock.
BB. PILIPINAS AD, 1967, with PILAR
But greater things were in store for her after her reign. Producers sought her for television and the movies, and that’s how she started her long and enduring showbiz career that has spanned 4 decades, and counting. When the popular comic strip “Tisoy” of Nonoy Marcelo was turned into a TV series, Pilapil was cast as ‘Maribubut”, Tisoy’s (played by Jimmy Morato) love interest. She went on to do a musical show “This Girl..Pilar!” as well.
ESKINOL GIRL PILAR, 1967 
ESKINOL PRINT AD, 1968
Her first film was no less than the FPJ-directed “El Niño”, and action with1968 with Andy Poe as her leading man. She was linked with Dolphy after doing “Dolpe De Gulat” and “El Pinoy Matador” in the enxt 2 years. Winner of 2 Best Actress Awards (Urian and MFF) , Pilapil has an impressive body of screen work to her name, including “Kailan Ba Tama Ang Mali” (1985), “Tinik Sa Dibdib”, “Napakasakit Kuya Eddie”, and “Bakit Ako Mahihiya” in 1997.
MIRINDA ORANGE AD, Pilar Pilapil with Bert Leroy Jr., 1967-68
She ran unsuccessfuly for a senatorial seat in 2004 and authored her biography in 2006 in a book entitled “Woman Without A Face”. Pilapil has a daughter Pia, with Salvador Laurel. Divorced from her Spanish husband Michel Ponti in 1987, the born-again Pilapil married Pastor Bernie Penas in 2002. In 2011, Pilapil was attacked by suspected carjackers and kidnappers, but survived her ordeal.
BEAR BRAND AD, 1967-68
A staple of TV soap series, Pilar Pilapil is currently doing “First Yaya” for GMA 7 as of February 2020.
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| A PAIR OF VONNEL ADS, 1968 |
The celebrated beauty graced many magazine covers as well as
modeled for blue-chip brands during her celebrated years, a few of which are
featured on this spread.
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| JOSEPHINE BROWN ESTRADA, MISS PHILIPPINES 1962 FOR MISS UNIVERSE |
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| ESTRADA FOR COKE, 1966 |
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| MISS PHILIPPINES JOSEPHINE ESTRADA FOR COKE, 1962 |
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| JOSEPHINE ESTRADA FOR COKE, 1962 |
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| JOSEPHINE ESTRADA AS A LUX LADY, 1967 |
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| JOSEPHINE ESTRADA, FOR MOISTURELLE, 1975 |
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| JOSEPHINE ESTRADA, FOR NATIONAL ZIPPER, 1970 |