448. Beauty Queens as Ad Models: MYRNA PANLILIO, 1st Bb. Pilipinas-Universe for 1964 MISS UNIVERSE

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.

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.

PAGEANT NIGHT IN MIAMI

 

Two nights before the binibini finals, she had also participated in the 1964 Maid of Cotton search, won by Bettina Herrero. She had better luck in the pioneer pageant, succeeding Lalaine Bennett, 4th placer to Miss Universe 1963. Myrna’s runners-up included Bb. Waling-waling, Milagros Cataag and Bb. Ilang-ilang, Elvira Gonzales (mother of another future binibini, Charlene Gonzales). One other candidate was Milagros Sumayao, a former Miss Press Photography winner like Elvira, who would later be known in showbiz as Mila Ocampo (mother of Snooky Serna). 

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.

 SOURCES:

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.

438. BEAUTY AND HAIR SALONS, FASHION HOUSES and FINISHING SCHOOLS, 1964

ZARAH'S HOUSE OF BEAUTY, Owned and managed by Mrs. Virginia
Bertulfo. Names after her daughter, Zarah. Fully air-contidioned with the
most mddern equipment. Located at V. Mapa, Sampaloc. 1964.

The 1960s decade saw the rise in beauty and fashion consciousness of Philippine society, particularly in the nation’s capital spawning beauty salons, hair style shops, fashion houses and finishing schools. In fact, every little town, it seemed, had a hole-in-the-wall beauty shop to cater to the needs of Filipinas who wanted to feel good, and look good—be it through a quick manicure, hair trim, or a cold wave treatment.

SLIM'S FASHION AND ARTS SCHOOL, founded by the iconic 
Philippine haute couture designer, Salvacion Lim Higgins. 1964.

The burgeoning movie industry in the 50s and 60s starred well-coiffed screen icons who became role models of beauty and style. Sampaguita teen stars sported the latest hair styles—fly-aways, bob cut, bangs, teased, pixie look. Sophisticated ladies favored couture bouffants, towering beehives, and buns. Local vamps like Rosa Rosal and Divina Valencia sported signature looks-- popularized wavy hair with a stray strand of hair half-covering one eye.  All these styles were available at a neighborhood beauty salon, with walls plastered with magazine pages of local and international stars, for reference.

PETITE BEAUTY SALON, with branches at Don. A. Roces Ave.
and at Dapitan, near UST. 1964

Meanwhile, Make-Up styles were also evolving in the Philippines as more local and international cosmetics became readily available. Pastel eye shadow, black crease shadow, winged eyeliner, and heavy fake lashes with light blush and pastel pink lips were the rage of the day. 

MATUTE FASHION SCHOOL. Founded by Mrs. Macaraia Hilario Matute.
The school is still in operations. 1964

Beauty salons had a heyday glamming up women and teens for their weddings, debuts and graduations. Others went one step ahead by offering slimming and slenderizing services, with machines and other contraptions to firm and improve the figure.

DORY'S SLENDERIZING & BEAUTY SALON, owned and operated by
Dory Acuna. Salon endorser is actress Blanca Gomez of Sampaguita Pictures,1964.

But what is fashion and beauty without personality? Finishing and modeling schools took care of that-with mentors ready to train girls with proper deportment, etiquette, speech and diction, conversation  skills for all-around poise and personality development. 

DE LUXE FASHION SCHOOL BEAUTY ACADEMY, at Evangelista St.,
at the corner of Raon St., Sta. Cruz, Manila. 1964

After all, Filipina beauties were going international. In 1963, Lalaine Bennett placed in 4^th in the Miss Universe pageant, and the next year, 1964, the first Bb. Pilipinas for Miss Univese was crowned. That  same year that the regal Gemma Cruz was crowned Miss International—and goodness how many Filipinas she inspired to be beauty queens. The rest is history.

DELLS BEAUTY SALON, fully air-conditioned. Located in
 Quiapo, Manila near Cine Moderno. Endorser: Sylvia Gumabao.

On this spread are 1964 ads of beauty, fashion and style houses where Filipinas hied  off to in their pursuit of pulchritude. Good girls may go to heaven, but beautiful girls go everywhere.

CUPID'S HAIR STYLING, at Carantes St., Baguio City, 1964

CHARI'S HOUSE OF BEAUTY, under proprietress Joselita E. Dumon.
With branches in Malate and Buendia, Pasay. 

CHANTILLY GOWNS & BEAUTY SUITE, with beauty stylist Carling Mercado.
Under proprietress Vicky A. San Diego. Echague, Manila. Models include: Myrna
Panlilio (Bb. Pilipinas 1964), Elvie Gonzales (Bb. Waling-Waling).

BENY'S BEAUTY SALON. Andalucia St., Sta. Cruz, Manila, 1964.