Women never fade
There is a steely resilience to Southeast Asian women that is an open secret. Their capacity to endure, their potential to flourish, their ability to persevere and accomplish, and to never fade — are all part of the unique DNA of the Southeast Asian woman.
So, it was no coincidence that P&G and Downy saw to it that the relaunch of their new fabric softener Downy Parfum Collection would happen in March, on International Women’s Day. Executed simultaneously across several Southeast Asian markets, namely the Philippines, Singapore, Thailand, Malaysia and Vietnam; the event brought home how we are different and yet share so much. At one glorious level, it was Downy celebrating and honoring woman. Here in Manila, we were graced by the presence of Pia Wurtzbach, KC Concepcion, Bianca Gonzalez-Intal and Emmeline Versoza as Downy ambassadors, who embody the neverfade spirit the brand was celebrating.
The improved Parfum Collection has a new variant called Daring, and it joins the four we have been familiar with, which are Mystique, Passion, Romance and Fusion. The new collection enjoys a higher intensity of perfume oils, with a further refined version of their capsule technology for longevity, it allows the perfume to be released slowly through friction (and delivers that never-fade notion). For Daring, a fruity/floral melange, the top notes are peach and vanilla flower, while the heart consists of peony, jasmine and coconut, and the base notes are vanilla musk and cedarwood.
While I completely appreciate how the likes of Pia, KC and Bianca (beauty queen, showbiz and media personalities) are integral to creating brand awareness, and become the brand’s personification of the Philippine woman; I loved how the brand also brought on stage Emmeline Versoza, the executive director of the Philippine Commission on Women (PCW). On International Women’s Day, Downy wasn’t just about beauty, style or celebrities; but also about issues, substance and levity. Formed in the 1980s, the PCW is the primary policy-making and coordinating body on women and gender equality concerns. It strives to ensure that the reforms of government always take into consideration both men and women.
Asked in turn to nominate women who would represent their Never Fade tag line, the four ambassadors would choose a best friend, sister, mother or even yaya. In the case of Emmeline, it was the mentors and contemporaries in her life as a crusader for women’s rights and their protection. Dr. Rhodora Bucoy is the chairperson of PCW; Dr. Aurora Javate-de Dios sits on the ASEAN Commission on the Promotion & Protection of the Rights of Women & Children; and Honey Castro is involved with Emmeline in the day-to-day running of the PCW.
So, on a day brought to us by a fabric softener, low-profile women were also being given a share of the spotlight. Their work is done silently, far away from where the likes of Pia, KC and Bianca operate and bask in the limelight; but for one special moment, they were sharing equal billing!