chuvaness
It Girl
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First it was Sharon, then it was Kris, today there’s Anne.
The great thing about being a celebrity in the Philippines, is there’s not much competition. A celebrity endorser can have work for decades until someone more relevant comes along.
I remember when Sharon Cuneta used to endorse everything until Kris Aquino replaced her, hogging all the billboards and hawking everything from corned beef to substandard electric fans (sorry).
While Sharon is hardly convincing these days (not even Marie France), Kris Aquino continues to rake it in, while Anne Curtis is ubiquitous,  peddling everything from Swatch watches to real estate.
But what makes Anne different from the two is, if she doesn’t try too hard to be fashion forward (read: underboob) or she doesn’t sing, she’s actually all right.
Manila’s favorite cover girl has nearly 2 million Twitter followers, and is followed by and tweeted to by Paulo Coelho.

Screen shot 2011-11-24 at 7.34.10 PM

Hey I’m not a fan of Paulo Coelho, but if he tweeted me like that, I would brag about it too.
So today we formally opened the 7th Pepper Lunch branch in the Philippines at SM Megamall-A. I actually saw Alodia Gosienfiao last night at Pia Cayetano’s book launch—was gonna invite her to slice the ribbon, but was too shy.
Instead, we had Jeroen and Mich Dulce cut the vine.

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Bitch Dulce was here.

Bitch Dulce bag

Meet the design team for all Pepper Lunch stores in the Philippines: Takatoshi Kimachi, Misty Floro and Geran Cunanan of Golden Eye Creative.

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After lunch, we went to Swatch to pick up something for Mich—I insisted she get the Jeremy Scott Double Vision for practical purposes, since she’s all over the place.

Jeremy Scott Swatch

That’s where we had the first Anne Curtis sighting.

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On our way back to Pepper Lunch, it suddenly dawned upon me that Anne was everywhere. I realized as Mich told me she copied her shoes and lipstick from Anne Curtis (read: effective endorser).
Here’s Anne number 2

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Number 3

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Number 4

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Number 5

Anne and Mich

Number 6

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Number 7

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That’s not even counting the magazines at National Bookstore and the product endorsements inside the supermarket.
So if Megamall were an indicator, then Anne Curtis Smith is definitely the It Girl.

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Blueberrycheesecake35

mostly, smdc posters (poster 2,3,5,6 and 7 to be exact) lang naman kaya ubiquitous ang peg kasi nasa sm megamall kayo…

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Guest

I think it’s the SMDC ads that took Anne’s ubiquity to another level (I wonder how Marian feels about losing that endorsement deal). Those ads are EVERYWHERE in Metro Manila. If you don’t have Anne staring down at you from a billboard, you have her staring right back at you from the back of a bus.  I don’t really mind her, I think she’s pretty and I like that she can make fun of herself. But, agreed, the singing has got to stop. I just hope she doesn’t reach Kris Aquino/Kardashian-ic levels of ubiquity, ‘yung lahat na talaga pinatulan, that… Read more »

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Pia

Payat ni Mich! She looks great 🙂 Congrats to you and Jeroen!

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KATIE

Naloka ako sa Number 5 shot. Literal na LOL

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Guest

With all their developments in Metro Manila, there’s not a day that I don’t see an SMDC ad.. so I’m thankful that Anne Curtis’ pretty face is what I’m seeing as I like her much more than the previous SMDC endorser Marian.

Speaking of Sharon though, she may not be in ads anymore but it kinda got worse.. She’s got her name and face stamped over so many products with her Celebrations by Sharon brand.. in the grocery, she’s got sauces, baking mix.. in the department store you’ll see her houseware/cookware… at the bookstore see her at the stationery section!

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Yamanichi

Can I just say how funny and cute Mitch Dulce is in the photos? Hahaha! She’s so cute!

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Guest

#trololol

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E_swiftness

I don’t know about you,but I also remember for a brief moment that Heart Evangelista had plenty of billboards along edsa. Just sharing….

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omnesia Reply:

Really? I don’t remember…

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omnesia

Really? I don’t remember…

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Guest

wow 7th Pepper Lunch …congrats Ms. C!

#nicebag  “bitch dulce”  =)

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Anonymous

i love mitch’s bag!

ms.c, anne sings…well at least tries to sing. she actually has an album now. and some of her songs made it to the top in some radio stations.

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Guest

Why does Anne only wear red in all her ads? Lucky color?

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CVS Reply:

yun ang peg 🙂

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omnesia Reply:

They are diff color dresses actually, just Photoshopped to all red

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Zel Reply:

It suits her naman.

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Guest

It suits her naman.

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Guest

i dunno, parang reminds me of Serena VDW

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Guest

I really need a nose job

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CVS Reply:

i support that

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Guest

I like Anne (^_^) I think she’s indeed an effective endorsesr.
I posted this http://chenmeicai.blogspot.com/2011/09/this-time-its-anne-vs-chai-lolwut.html as I somehow saw as well … she’s dominating the ads demmit! LOL. But in a good way lah~
It’s Anne’s era! Never thought she’d be that big too. 🙂

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Guest

I like Anne. I know she can’t seem and all that but I still love her! 🙂

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CVS Reply:

seem?

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Guest

Oh yeah. As I work at MoA complex, I always see Anne Curtis on the SM condo ads!

Teka, na-distract ako dun sa JLC ad…

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Guest

Love this post and Mitch Dulce is really looking good. Blooming!

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Guest

ahh..in short, this entry is a tribute to Anne Curtis. lol

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CVS Reply:

it’s a tribute to Mich Dulce’s kalokohan 🙂

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Zanderlou

Boldstar si Ate Vi, noong 80’s.

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Claudesummer

Nagkakaroon lang naman endorsement si Ate Vi, tuwing malapit ang election . Ang natatandaan ko lang na product endosement ni Ate Vi, noong 80’s ay Eskinol facial cleanser and Tanduay Rum dahil naging sex symbol siya noong panahon niya. One of the original boldstar in the 80’s.

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Jeroen

I love da Bitch! Thank you to everybody that came over to our opening! 

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omnesia

Anne… Kris… Sharon… pana-panahon lang yan. Parang si Ate Vi, ang original queen of endorsements!

http://youtu.be/OCp2auJuOR4

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Guest

pucha! mich dulce = payatollah khomeini!!!

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Gabriel Fabic

I love the photos hahaha, and Mitch Dulce’s satchel is so cool! Yes, Anne is everywhere! 😀

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