529. KAMINOMOTO Hair Saver-Growth Accelerator, Print Ads, 1967

The world-famous brand of hair restorer was developed by Kaminomoto Co. Ltd.,  a company founded in Kobe, Japan in 1908. In 1932, it launched its KAMINOMOTO Hair Saver-Growth Accelerator tonic, that blends traditional knowledge of medicinal herbs with advanced technology, creating patented ingredients like Kamigen K and E. These have been validated for their effectiveness against alopecia.

With the joint-stock company Kaminomoto Hompo established in 1953, the product was launched in Southeast Asia beginning in 1959, and was introduced to the Philippine market in the mid 1960s.

KAMINOMOTO was advertised extensively on TV, magazines and newspapers, featuring a variety of hair tonics, and extending the line to KAMINOMOTO hair, scalp  and skin soap, shampoos, haiir strengthener, and hair lotion. Kaminomoto Co Ltd. received invention prizes for its products, winning the Japan Invention Award in 1961.

Early KAMINOMOTO advertising used Japanese materials and imagery, with a smattering of local illustrations. By the 70s, the KAMINOMOTO brand was using Filipino models in print ads. 

Even with the advent of Minoxidil that has more laboratory evidence to back its effective hair loss treatment, KAMINOMOTO continues to hold on to its market that patronizes general hair growth stimulants, combining high technology and the traditional power of natural medicinal herbs, roots and plants, that has come to be recognized and widely accepted, the world over.

521. HELENE CURTIS SUAVE presents: "The Creation Series" 1961

“POUFF PARISIENNE” by Panching Servando of Ben Farrales Glamour House. The August creation puts a twist on the French pouff by flattening the hair on the sides and back exposing the ears. The model is Ines Villareal-Regala.

One of the earliest haircare brands to forge a strategic alliance with beauty institutions and the leading hairdressers in the country was HELENE CURTIS, In the early 1960s the company began to build on the success of its SUAVE brand, introducing shampoos, creme rinses, and wave sets. To promote it, SUAVE was promoted by beauty salon operators and the country’s leading hairstylists, in tie-up ads that bannered new hairstyles and the latest coiffure craze for them month, through a “creation series” launched in 1961 through 1962. The following 2-color ads which featured name models, were part of the series that ran in women’s magazines nationwide.

“PAPILLON” by Beny Baluyot of Beny’s Beauty Salon. A new creation for February that flaunts soft-looking hair for a chic, casual style that women will love.

“BOB PARISIENNE” by the Kayumanggi Styling Group, This shimmering hairstyle creation for December with lovely highlights features model Mrs. Caroline Manning. 

“THE BELL” by Moises Sia of Del Val’s Beauty Salon. Classically-designed  hair highlighted by sparkling gleams created by Suave for a radiant effect, without looking oily.

SUAVE, introduced in 1937 by Helene Curtis, is one of the most successful and enduring brand of the company and is still available to this day. Now with Unilever, SUAVE as a brand represents more than 100 products including shampoo, lotions, soaps and deodorant, used in United States, Argentina, Brazil, Mexico and Canada.

SOURCES:

Suave (the brand), https://en.wikipedia.org/wiki/Suave_(brand)

Helene Curtis Industries Inc. https://en.wikipedia.org/wiki/Helene_Curtis_Industries,_Inc.

457. BENCH FIX HAIRSTYLING STICK, "Do-It-Yourself Styling Demo", 2002

A CONCEPT BOARD TO EXPLAIN THE BENCH/FIX ACTIVATION IDEA,

The BENCH FIX Styling Salons were opened in 2002 by the lifestyle company BENCH, and their initial success spawned hair grooming products, the first of which was the BENCH FIX HAIRSTYLING STICK. 

The creative team of Jimenez D'Arcy, the agency assigned to BENCH promotions, conceived of an idea to launch the product and introduce styling possibilities. The team, led by Creative Director Don  Sevilla III, came up with a do-it-yourself demo using a whiteboard marker attached to the product case. A whiteboard poster was placed in Bench FIX Salons.

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.