MANILA - Whether it's botox injections, hair implants or a swank new wardrobe; presidential candidates have strategies for boosting their public image.

Projecting a good image during election time is very important in winning votes.

Winning the hearts and minds of voters, however, goes beyond just clothes and makeup, says image consultant Pat Castillo.

Though a candidate's platform and stands on issues are more important than looks; factors like voice modulation, appeal, conduct in public and other visual cues can make up a candidate's winning "package."

"Image is everything that can be seen," said Castillo, who is also a coach at John Robert Powers (JRP), an acting and modeling agency.

JRP offers speech, confidence-building and personality workshops for election candidates. Programs can be customized based on the recommendations of the candidates' media handlers, chiefs of staff, or stylists.

Commanding presence

Among the crop of presidential candidates in the 2010 polls, Castillo said Sen. Manuel "Manny" Villar Jr. and former National Defense Secretary Gilberto "Gibo" Teodoro Jr. have the most commanding presence.

When people look at Teodoro, she said, they will instantly think: "That's a man of energy."

"He's very crisp... You know, I would stop and look at whatever he's saying," Castillo said of the Lakas-Kampi-CMD standard bearer.

Though he looks snappy in his campaign sortie uniforms (light green polo shirt and jeans) and gives articulate, well-thought-out speeches, Teodoro's close friend Antonio La Viña said his image as an administration ally will turn off many voters.

"There will really be many who will not vote for Gilbert just because he's the administration candidate," La Viña said in an interview on Probe Profiles.

La Viña is a respected lawyer, environmental policy expert, and dean of the Ateneo School of Government.

He said the challenge for Teodoro is to distance himself from the unpopular government of President Gloria Macapagal-Arroyo. In latest surveys released by Pulse Asia, Teodoro was found to have only 2% voter preference.

Ageless?

Villar, who ranked 2nd in the November 2009 Pulse Asia election survey on presidentiables, also has "strong appeal."

"He seems to be ageless. He seems to keep on reinventing himself with minor tweaks," Castillo said, describing Villar's penchant for dying his salt-and-pepper mane in a darker color.

As for makeup, Castillo said: "I've known a lot of politicians who would wear makeup and I'm not about to discount that. Because you should. You don't want to be caught with your face shiny because of lights."

Villar is often seen in a plain orange polo, occasionally paired with a dark-colored windbreaker, which Castillo said was "flattering." His campaign color was dubbed by the Nacionalista Party as the "orange revolt."

"I think he has a coach or an adviser who tells him what looks good on him," Castillo added.

For his "ageless" look, speculations arose that Villar was having botox injections done on his face to smooth out wrinkles. The senator flatly denied this in a public statement, however.

Castillo said the billionaire senator projects a "good and intact" image, but has a somewhat distant attitude that could alienate some voters.

Grooming

The presidential bet who has enjoyed the highest election survey ratings, meanwhile, could boost his image through better grooming.

Castillo said Sen. Benigno "Noynoy" Aquino III has the charisma and confidence of a person used to being in the public eye. But he should fine-tune his yellow campaign wardrobe and work on his hair.

"A little bit more crispness in [his] physical presentation, meaning his clothes. The quality of the fabric used in his sorties... may be the kind that creases. It looks like it went through all the heat and dirt. This is the impression that you'd like to be able to manage," she said.

The image consultant also described Aquino's hair as "all over the place." This issue was not lost on people close to the senator.

A few days after Aquino announced his intention to run for president in 2010 under the Liberal Party, his youngest sister Kris Aquino-Yap volunteered to spearhead and fund his makeover, starting with Mesoscalp hair thickening treatments.

Castillo said, however, that voters of all ages could be willing to overlook Aquino's slightly unkempt look because of his "openness and credibility."

Fake or genuine?

Engineering a more desirable image for political candidates could seem like fakery or deception to some.

However, Castillo said these are just "minor tweaks" that are barely discernible unless a person knows the candidate very well.

"You need to give him [or her] a boost," she said.

Presidential aspirants who could use some image "tweaking" are former President Joseph Estrada (whom Castillo says has "overused" his image), Jesus is Lord founder Bro. Eddie Villanueva, environmental advocate Nick Perlas, Sen. Richard "Dick" Gordon Jr., and Kapatiran presidential bet JC de los Reyes.

Known for his mass appeal, Estrada either sports colored "barong tagalogs" or polo shirts paired with trademark wristbands.

Estrada was elected president by a landslide in 1998 against former House Speaker Jose de Venecia Jr., before he was ousted in 2001 over plunder charges.

Lately, however, Castillo noted that Estrada looks weary. "When you're running for something that requires enthusiasm and energy in a time of global economic crisis, you don't want a weary-looking person," she said.

She said Gordon should learn not to speak too fast, lest his audiences "lose out on his message."

Villanueva, Perlas, and De los Reyes, meanwhile, should strive for more "presence." Report by Kristine Servando, abs-cbnNEWS.com/Newsbreak. Report based on an episode of ANC's "Strictly Politics", hosted by Pia Hontiveros.