552. Where Is She Now? JOYCE SAULOG-MANALO, The Face of OIL of OLAY, 1990

JOYCE SAULOG-MANALO, The Face of Oil of Olay, 1990 Ad

As the 1990s decade rolled in, Procter & Gamble Philippines’ OIL OF OLAY was nearing its 10^th year of successful existence in the Philippine market. It continued to be supported with advertising, nd, following the U.S. model, campaigns have to used real-life older, beautiful women with smoother, younger-looking complexion. Critical to the campaign then was casting the models who fit into this mould.

A fresh young face at Ace-Saatchi & Saatchi Casting Dept. 

The first model had been Myra Mendoza, the fresh-face teen known known for her appearances in the popular JINGLE Music Chordbook Magazine, and who had a flourishing career as a talent caster for the multinational ad agency, Ace-Saatchi & Saatchi. When P&G Clients saw Myra, they got her for Oil of Olay instead of the talents she was recommending!

At about the same time that Myra Mendoza was at Ace, a young newly-married JOYCE SAULOG-MANALO, just a few years out of college from U.S.T,  joined Ace-Saatchi & Saatchi. 

Joyce Saulog-Manalo  in an agency company outing.

The A.B. Communications graduate had quite an unorthodox career as she was recruited by talent manager Junn Guevara to be a member of the New Minstrels, 4^th Generation. The musical group attained a large measure of success in the recording and entertainment industry in the 70s. Joyce, an accomplished singer, joined the group and performed with them,

AS MEMBER OF THE NEW MINSTRELS, 4th Generation

“I left after one year dahil sa tawag ng pag-ibig”, Joyce laughingly recalled, “I got married!" The lucky man turned out to be Vicente “Boe” Manalo, whom Joyce met through her friend and college classmate Chola Manalo--Boe’s sister—who set them up for a blind date.

“No spark for me  at first”, Joyce remembers,  “but then I got to know him better. Ang bait niya…gentleman pa, maalaga. And, he adored my mama.. parang papa ko . Ayun na in🩷 na ako.” The two got married on 10 Dec. 1983.

Boe, at that time, was managing a thriving family fishpond for his cousin in Laguna. He was also into selling real estate and education plans. Then the first baby by came along, Miko. 

THE MAN SHE WOULD MARRY. Vicente Victor Jesus Manalo,
at the time of their engagement.

Hoping to help and looking for more something stable to do, Joyce joined the agency’s Casting Dept., where she learned the ropes quickly and impressed her boss, production dept. head Jack Dumaup.  But she also captivated her colleagues for her charm and beauty—plus factors in securing client approvals.

JOYCE SAULOG-MANALO, with fellow Talent Caster Flor Salanga (+),
also a well-known theater actress and occasional commercial model.

When it was time for the agency’s blue-chip Client P&G to do the 1990 campaign of Oil of Olay, the casting of the print ad model fell on Joyce’s lap.

 “Yes, I was assigned to do casting for Olay, kami ni Myra, and  we were having difficulty finding women in their 30s and 40s who looked younger, Then, someone suggested na magpa-test shot din ako. I actually agreed para lang mag ka souvenir photos”, she related with amusement.

Next thing she knew, the 30 year old Joyce was approved by the P&G Clients as the model for Oil of Olay’s 1990 print campaign. There was no need anymore to look for other models…she was it She was hustled off to the studio of topnotch photographer Bien Bautista, where her face was made up, and her pixie hair cut styled.  After which, she posed for her  head shots under the watchful direction of the professional photographer.

In her 30s, Joyce was the perfect Face for Oil of Olay .

Her stunning portrait, with her bare back and her face in profile showed off her soft, supple, smooth skin perfectly, belying her age. “I left time behind”, says the headline, and Joyce’s picture provided the irrefutable proof.

With Mr. Ramon R. Jimenez, then Executive Creative Director
of Ace-Saatchi & Saatchi where Joyce worked as a Caster . Jimenez 
would go on to become the Secretary of Tourism 2011-2016

The Oil of Olay ad was the first and only major modelling assignment Joyce took, as she considered  talent-casting her more serious profession. She would stay with Ace-Saatchi & Saatchi for a few more years, often bringing her oldest son Miko to the office. From Saatchi, she moved over to Basic FCB, this time to head the casting department as Casting Director. But when 4 more babies came—all boys—she decided to resign and work as a free-lance Casting Director instead, where she would have the convenience of working flexible hours.

THEN & NOW. Joyce has managed to retain her facial charms she has always been knonw for.

Junn Guevara tried to lure Joyce back by offering her a place in a girl band he was forming, with an option to go solo.. “But I decided not to push through with it”, she said, “By then, nag-e-enjoy na ako sa motherhood”

Now blessed with 5 five boys and 2 grandsons, Joyce, with her husband of 43 years Boe, lives a life fulfilled: family-centered, God-fearing and purposeful. Miko, the eldest son, is a general manager of Starcom, an international media company. Paolo works for Tiger 22 Radio Network. Carlo is with HSBC, Jio works a marketing job based in Scotland. Youngest Anton is a managing partner of Brand Republic ad agency. 

THE WINNING MANALOS! (L-R): Carlo, Anton, Papa Boe,
Mama Joyce, Anton (behind Joyce), Jio and Miko

Though everyone is well-settled, Joyce remains busy as ever—but this time doing things she loves the best, at her own pace and time. Nowadays, you would find her caught up in a whirl of mundane affairs such as baby-sitting her apos, going out on dinner dates with her hubby, attending school reunions, to traveling with family travels abroad. It is now these simpler things that give her the most joy. It would seem that the Oil of Olay girl had, indeed, left time behind---because time could not keep up with her!

SOURCES:

All photos and additional information, courtesy of Joyce Saulog-Manalo

548. Soft as a Pillow: SCOTTISSUE Toilet Paper, Ads 1960s-80s

Soft, Gentle SCOTTISUE Print Ad, 1967

SCOTT PAPER CO. was the first to put toilet paper on a roll, devised by 2 brothers, Clarence and E. Irvin Scott in 1890. The product outsold Gayetty’s medicated sheets, and the brothers—upon seeing the success of their toilet paper—cast aside their initial shame about the nature of their business—and began branding their toilet tissue with their name in 1913. 

Good as your Imagination, SCOTTISSUE Print Ad, 1974

By 1925, Scott Paper Co. became the leading toilet paper company in the world. In the 1960s, it operated in the Philippines and marketed the SCOTTISSUE brand. Kimberly-Clark Corporation acquired the company in 1995.

Pillow Softness, SCOTTISSUE Print Ad, 1980

546. REXONA MUSK Deodorant of PRC (Philippine Refining Co.), 1987 Ads

Like Procter & Gamble PMC., Philippine Refining Company (PRC)’s started as an oil milling company that became the basis for its products like detergents (Breeze, Wheel, Rinso) , bath and beauty soaps (Lux, Lifebuoy),  toothpastes (Signal, Close-Up) and shampoos (Sunsilk, Creamsilk) that were successfully marketed through the years.

In the 1980s, PRC ventured beyond oil-based products, expanding their personal care product lines to include deodorants. Their most successful brand was REXONA Deodorant that had its origin in Australia, developed by Alice Sheffer back in 1908, and sold through her husband’s  Sheldon Drug Co. Rexona became a bestseller

Launched in the Philippines in 1984, REXONA became a popular brand with a fresh, youthful campaign (Rexona – won’t let you down!) that was backed with tri-media advertising. Immediately after, they launched their men’s line –REXONA MUSK—has a  foundational, long-lasting fragrance note characterized by its warm, sensual, and masculine scent. REXONA MUSK was developed to appeal to active young males who love the sporting life.

REXONA MUSK print ads were more of testimonials featuring well-known sports personalities of the 80s. Taekwondo star Monsour del Rosario had his own print ad detailing his story of how Bruce Lee inspired him to take up the sports. Champion bodybuilder, David Abesamis, was another athlete whose own narrative included his rigorous quest to develop a physique that eventually would earn him a division title in the national Mr. Philippines quest. The ads always ended with how REXONA MUSK fitted into their training and hygiene regimen.

Short TV commercials were also prepared to support the REXONA MUSK campaign featuring the cage superstar, Alvin Patrimonio, and the 2-time Olympic boxer (LA 1984, Seoul 1988), Leopoldo Cantancio.

WATCH ALVIN PATRIMONIO'S REXONA MUSK TVC 15s HERE:

Source: Uploaded by vibesey, 9 years ago, 2017

In 1994, PRC was renamed Unilever Phils. Inc., to denote its membership as part of the Unilever family. Many major changes—including the closure of the milling plant, the transfer of soap and detergent manufacturing to 3^rd parties, and the reduction of its sales force by 50%--happened during the tumultuous 1990s, but REXONA Deodorants remained in the product portfolio—to this day.

WATCH LEOPOLDO CANTACIO'S REXONA MUSK TVC 15s HERE:

Source: Uploaded by Advertising Archives, 2023

However, REXONA MUSK is now being sold mostly in Arabic countries and in Turkey. In the Philippines, REXONA’s  men’s  products are available in Watson’s , that includes an array of roll-ons, sprays, lotion under such variants as Arctic Rush, Invisible Dry, Advanced Protect, Motionsense and Natural Fresh.

 As to REXONA MUSK’s former models, Monsour del Rosario (now age 61), after his Olympic stint, became an action star in movies, then joined Philippine politics, becoming a congressman from 2016-19, 1^st district of Makati. He lost his senatorial bid in 2022.

Three years after doing this print ad, David Abesamis won a bodybuilding bronze medal-lighweight division at the 1987 SEA Games in Jakarta. He became a pioneer personal trainer at the Clark Hatch Fitness Center in Makati. Online surces reports that Abesamis had passed away.

 Alvin Patrimonio (turning 60 this Nov. 2026) also did a few more commercials (Purefoods) and films (at one time, linked with Kris Aquino). But he is best remembered for a stellar career in the PBA. Patrimonio was inducted to the PBA Hall of Fame in 2011.

Leopoldo Cantancio did better n regional games, winning golds in the Asian Amateur Boxing  Championships and also 2 golds in 2 SEA Games (1983 Singapore-featherweight; 1987 Jakarta-lightweight).   He died in a tragic motorcycle accident 2018 at age 54.

REXONA MUSK’s use of athletes in these ads would presage a future of deeper involvement in sports. Today, the brand makes extensive use of Sports Marketing to push its deodorants in this large niche market, sponsoring such events as REXONA’s 10 Miler Race, REXONA Ultimate Challenge Series, promo stunts in basketball games such as REXONA Twin Cam that spots  local lookalikes of famous cage stars,  and giving 2026 FIFA game tickets as prizes in their promos.

 SOURCES: 

Rexona Musk "Basketball", TV 15s Philippines,1987, uploaded by vibesey 9 years ago (2017)

 Rexona Musk ft. Leopoldi Cantancio TVC 1987, uploaded by Advertising Archives, 2023

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.

487. Channeling Travolta: VICTOR LAUREL, for TOP SEED Casual Wear, 1978

Victory “Cocoy” Laurel (b. 1 Jul. 1951) is the middle child of former Vice President Salvador Laurel and  stage actress Celia Diaz-Laurel. Cocoy  entered showbiz via the “Search for the Philippines’ Romeo & Juliet”, a contest to promote the Franco Zefirelli movie “Romeo and Juliet” in 1969. The 8 year old bagged the “Romeo” title  to Lotis Key’s  “Juliet”. 

He debuted in the 1971 film, “Lollipops and Roses and Burong Talangka”,  where he became a screen idol appearing opposite superstar Nora Aunor. At his peak, he recorded songs, performed in a live concert and made a film with Miss Universe Margie Moran in “Oh, Margie, Oh!”  

It came as no surprise that advertisers sought hims out for endorsemenr, becoming the first face of ESKINOL MASTER in 1974.

In 1977, the film "Saturday Night Fever" starring disco king John Travolta became an international blockbuster. Showbiz people started to see a bit of Travolta in Laurel, what with his facial resemblance and his dance moves (Laurel had studied in dance and portraiture abroad) that were so "Tony Manero", the main character in "Saturday Night Fever". 

Laurel looked the part even in his TV guestings where he showed off his dancing prowess  while wearing a white 4-piece suit--the same style won by Travolta. It was definitely for this reason that TOP SEED Casual Wear got him for a print ad. Even the pose he assumed was copied from the iconic Travolta pose on the movie soundtrack album cover. 

LAUREL AS THE PINOY TRAVOLTA, 1978

Did the Travolta gimmick worked for TOP SEED? Only the sales figures would tell for sure. But Laurel obviously enjoyed the exposure, and continued to embrace the Travolta image throughout the popularity of the movie and its star. 

476. BENCH COLOGNE "Fire", Platinum Award, Philippine Advertising Congress, 1995

 In 1995, all eyes were on the hotshot agency Jimenez/DMB&B , the ad shop owned by the husband and wife team, Ramon and Abby Lee Jimenez. They were fast gaining a reputation as brand builders, taking on mostly no. 2 brands like Selecta (vs. #1 Magnolia) and Pfizer (vs. Unilab), then turning these into formidable challengers that caused market leaders to pay more attention to the agency’s successful campaigns.

When Jimenez/DMB&B took on the rising lifestyle brand BENCH/ , the brand relied on out-of-home and point-of-sale materials like billboards and posters to increase its visibility. The extension of the product line beyond clothing prompted the company to look into the possibility of using mainstream  TV advertising. Thus, BENCH/ took their new lifestyle offerings—Beddings, Stationery and Cologne Spray---to the fledgling agency to see what they can do with them despite a limited budget allocation for TV production.

Unfazed, Jimenez/DMB&B creatives took on the challenge and created three (3) 15 sec. TVCs on a very short shoestring budget. All were designed to carry single scenes, shot with a solo camera, using a “tabletop” setting. No talents were used—saved for a hand talent that belonged to an agency personnel.

The over-riding visual theme were the 3 elements: Earth, Wind, and Fire. Hence, you see a folded paper boat made to float on a stoney creek (for Stationery products), a bed sheet hanging from a tree branch, billowing in the wind (for Beddings), and the flickering flame of a candle bursting into a blaze (for Cologne Spray).

 

The 3 simple, but stunning ads were received with wide acclaim. The campaign dominated the Low Budget production category, winning an Award of Excellence at the 1995 Philippine Advertising Congress Araw Awards in Baguio City. But the BENCH/ “Fire” version for the Cologne Spray did even better by winning a Platinum Award, the supreme accolade ever for the best TV ad with the highest level of excellence---all compressed in 15 seconds, and produced at a very low budget.

CREDITS:

AGENCY: JIMENEZ/ DMBB&B

EXEC. CREATIVE DIRECTOR: Butch Uy

WRITER: Teddy Catuira / ART DIRECTOR: Nikko Cornelio

CLIENTS: BENCH SUYEN CORP.

SOURCES:

4 A's youtube channel: Bench,Fire: https://www.youtube.com/watch?v=CfwQoLwOe3k

468. Where Are They Now? Filipina-Polish International Model JOLINA ZANDUETA, Ponds, 1976

JOLINA ZANDUETA---that beautiful face! POND's Ad, 1976

In the mid 70s, a new face burst into the local modeling scene with the homecoming of Filipina-Polish international model Jolina Wyrzykowski-Zandueta. She was the daughter of Jolyon Wyrzykowski, a Polish and opera singer Maria Nina Zandueta, a Filipina, whose contemporaries included Irma Potenciano and Conching Rosal. Nina Zandueta took her daughter in tow when she returned to Manila to join  a twin bill production of I Pagliacci and Cavalleria Rusticana.

HARPER'S BAZAAR COVER GIRL, JOLINA ZANDUETA,1970

Jolina’s presence in Manila created quite a stir as she was the first Filipina model to be featured on the cover of Harper's Bazaar, June 1970 issue. She, along with Ping Valencia, were the precursors of today’s ‘supermodels’, the only Filipina beauties to have modeled abroad.

JOLINA ZANDUETA,for PONDS' Philippines, 1976

POND’s snapped her immediately, and Jolina appeared in a print ad—part of a “Secrets of a Beautiful Face” series, actually—that saw print in local magazines. She became the toast of Manila, and made the rounds of exclusive fashion shows and local media.

PAUL MITCHELL--The Man Behind the Brand

At that time, she was already married to Paul Mitchell, a successful hairstylist at 16,  who built his fortune as a co-founder (along with John Paul Dejoria) of the John Paul Mitchell Systems. The company that  developed and sold  hair care products that would become famous global brands.

JOLINA AND ANGUS, FB Page, Angus Mitchell

Jolina and Paul had an only child, Angus Mitchell, born in 1970. Their son inherited the business in 1989 upon the death of Paul from pancreatic cancer in 1989. He would expand the company by operating hairdressing schools in 2000.

Today,  Jolina Zandueta Mitchell is a passionate advocate in the fight against pancreatic cancer, climate change, and in the promotion of clean energy, and wildlife conservations.

 SOURCES:

Jolina Zandueta Harper’s Bazaar Cover photo: Vtntage Von Werth, https://vintagevonwerth.de/products/harpers-bazaar-us-june-1970

Paul Mitchell photo: Wikipedia.org, https://en.wikipedia.org/wiki/Paul_Mitchell_(hairdresser)

Paul Mitchell advertisement: Paul Mitchell-Behind the Brand, https://www.ry.com.au/ontrend/news/paul-mitchell/

Angus Mitchell FB Page, Jolina Mitchell Instagram

421. For a cleaner, neater, fresher look! VITALIS SOLID BRILLIANTINE, 1957

VITALIS SOLID BRILLIATINE PRINT AD, 1957

Old school barber shops are becoming trendier these days—specializing in timeless haircuts styles done in the old fashioned way: pompadours, fades, tapers, bowl cut, crew cut, French crop, side part and slick backs. Suddenly, more male hair care products in vintage-style packaging are appearing in the market to appeal to this fresher, neater styles of the past.

 One such stuff men put on their hair as part of their grroming regimen during the Magsaysay years was VITALIS SOLID BRILLIANTINE., made by Metro Laboratories Inc., under license from Bristol-Myers Co., New York, U.S. VITALIS was originally a hair tonic brand that was produced in the 1940s, but since hair lotion was not popular in the local market, the VITALIS name was appended to a pomade brand that were more in use by Filipino menfolk. When launched, VITALIS was touted as the most exciting hair preparation since the ordinary pomade—holding hair better, thus keeping a man well-groomed all day.

Even the name VITALIS, however, could not hold the competitors at bay—like Vaseline and Brylcreem. Besides, there were cheaper pomades entrenched in the market—X-7 , Black Panther, Robin Hood, Three Flowers. The VITALIS brand still exists in the online market as VITALIS Hair Tonic, and is produced today by Idelle Labs in the U.S.

418. US SHAMPOO plus CONDITIONER: Herbal Shampoo that Conditions as it Cleans, by SC Johnson, 1979-80

US SHAMPOO PLUS CONDITIONER, Launch Ad, 1979

Herbal shampoos became popular only in the late 1970s in the Philippines, led by Clairol Herbal Essence Shampoo (1971). US SHAMPOO plus Conditioner had its day in the market when it was heralded as “the herbal shampoo that conditions as it cleans your hair”

The 2-in-1 shampoo’s value was recognized by consumers, and soon US SHAMPOO enjoyed a good start and was soon being advertised in TV and full color, full page magazine ads such as the ones you see here.  Popular model Myra Mendoza even appeared in the commercials, testifying that “you need not shampoo often” with US SHAMPOO.

At its peak, US SHAMPOO had 3 variants—for Dry, Oily and Normal Hair, packaged in striking bottles with a circular cap. The shampoo brand was surprisingly a product of SC Johnson Philippines, which, at that time was more well-known as a major of home products like floor waxes, furniture polishes, and insecticides. The success of US SHAMPOO prompted the launch of US Anti-Perspirant, in aerosol cans that mimicked the silhouette of the shampoo bottles.

410. Brand Stories: DR. WEST’S TOOTHBRUSH, Philippine Ads 1929-1961

AN EARLY 1929 DR. WEST'S TOOTHBRUSH Print Ad, Graphic Magazine

DR. WEST’S –a name that originated from West Products Company--became a byword in dental hygiene when, in 1938, the company introduced the world’s first nylon toothbrush—the DR. WEST’S Miracle Tuft Tootbrush. But the globally popular brand was already in existence since 1921,  when the Chicago-based company, launched its DR. WEST’S Toothbrush with the health curve, that follows the curved angles of the mouth for better cleaning. These toothbrushes and their subsequent variants were known and sold  as WESCO Products.

1924 DR. WEST'S with Health Curve

Less than a decade after its introduction, DR. WEST’S Toothbrush brands were being sold in the Philippines, available at local druggists. These early toothbrushes were still being made with ”choice, carefully-selected bristles” from animal hair, like boars and pigs.

1929 DR. WEST'S TOOTHBRUSH Philippine Ad

The West Products Company changed all that in 1938, when it launched the orange coloured, medium size, Dr. WEST’S Miracle Tuft Toothbrush. Originally released in February 1938, this toothbrush was the first successful commercial application of nylon, marketed as the DuPont 'Exton' bristle.

DR. WEST'S GERM-FIGHTER AD, 1959

In October 1938, the West Products Company, Chicago rolled out  an intensive national advertising campaign for its new toothbrush with the Dupont-made synthetic bristles. The ads communicated 4 benefits:  ‘No bristle shedding, 100 percent waterproofed, longer life, greater cleaning power.’ The value of oral hygiene was underscored when DR. WEST’S Toothbrushes were included in the personal kits of soliders  who served during World War II.

DR. WEST'S Color Ad, 1961

When WECO's exclusive franchise with Dupont  on the use of the bristles expired in 1940, other manufacturers began to make nylon bristled toothbrushes. By the 1950s, almost 80% of all toothbrushes had synthetic bristles. DR. WEST’s Tootbrushes were advertised until the 1960s in Philippine magazines.  The 1961 colored ad played up on the different color handles available to make brushing with the germ-fighting DR. WEST’S Toothbrush more fun and appealing.

There is no information available about the closure of the West Products Co. business,  Today, there are Dr. West (not West’s) toothbrushes being made in China and Oman, but these are not in any way, connected with the original DR. WEST’S Toothbrush of West Products Co.

SOURCES:

1924 Dr. West’s print Ad, ebay.com

Dr. West’s ad,  Life Magazine ,Nov. 21, 1938 issue.

History of the Modern Toothbrush, by White Dental Studio | Oct 12, 2015 |, https://mywhitedental.com/toothbrush-history/

403. SUN GOLD POMADE, by Peter & Co., 1962-1972 Ads

SUN GOLD PRODUCTS Omnibus Ad, 1962

During the 1960s, local cosmetic and perfumery companies began making their presence felt in the market, alongside foreign companies, mostly from Japan. One such company was Peter & Co., in Quezon City, which started out making cosmetics, perfumes and toiletry products.

AN OLD GLASS JAR OF SUN GOLD POMADE

Apparently, Peter & Co, enjoyed a measure of success in that period with their SUN GOLD brand of pomade, brilliantine, and perfume. The company regularly adevryised its SUN GOLD products in magazines from the 1960s-thru the 70s.

SUN GOLD POMADE AD, 1972

SUN GOLD Medicated Pomade turned out to be their flagship brand. Packaged in attractive  wide-mouth clear glass jars with signature ridges, the medicated pomade was known for its pleasing fragrance. In fact, SUN GOLD Medicated Pomade enjoyed a long stay in the market, adding irresistible sparkle to personalities” for decades. It allowed the company to stay in operations to this day

SUN GOLD POMADE, Then (1972) and Now (2022)

SUN GOLD Medicated Pomade is available on online sites today, like Lazada and Shopee Philippines in 25 g. plastic jars. It is described in the selling sites as “a perfumed pomade for our lolos”, that  is still used by loyal customers for their hair grooming needs.

PICTURE SOURCE: Sun Gold in plastic jar: Shopee Phils. 

400. SHOWER TO SHOWER by Johnson & Johnson, Launch Ads 1980

WEAR FRESHNESS THIS SUMMER! Shower to Shower Omnibus Ad, 1980

For more than 100 years, since 1893, health product giant Johnson and Johnson has dominated the profitable talcum powder market beginning with Johnson’s Baby Powder.  Few products have developed the longevity of use that baby powder has his product became a global icon brand and soon, J&J began expanding to other talcum brands that were not just meant for babies’ bottom.

 In 1972, J&J launched a deorodizing talcum brand meant to be used after showering called SHOWER TO SHOWER. One of its most popular 70s campaign theme in the U.S. was the jingle-based “A sprinkle a day, helps keep the odor away”.

Eight years later, the product was launched in the Philippine market by J&J Phils., and, together with  its ad agency, developed a short-lived SHOWER TO SHOWER campaign, that, nevertheless surprised its audience. 

 The“Wear Freshness this Summer” campaign featured half-naked models in all shapes and sizes, wearing nothing but a long, and strategically placed towel, presumably after a shower. One of the models in the omnibus ad was even Ace Compton’s very own producer, Dulce Aristorenas. For the next few years, SHOWER TO SHOWER, with ots catchy jingle, help people to stay dry, to feel fresh, and to be pampered.

J &J held on to SHOWER TO SHOWER for fifty years before it was sold to Valeant Pharmaceuticals in 2012.

In recent years, however, health issues about talcum powder have risen sharply. A commonplace practice for decades, women have used talcum powder and talc-based products in their genital area which indicates the correlation to the deadly cancer. 

SHOWER TO SHOWER is still being sold in Asia—the Philippines included—today. But in May of 2020, Johnson & Johnson quietly announced that it would stop selling all talc-based products—including SHOWER TO SHOWER—in the United States.