Skincare brand's use of shock value to relaunch product

Sam Verzosa and RS Francisco, the power duo behind Luxxe White, pulled off a marketing stunt that proved shock value can be a strategic masterstroke to relaunch a product.

The brand started with news of the end of Luxxe White, complete with billboards across the metro declaring the product's death, an intricate "funeral" held at the company's headquarters, and photos of thousands of distributors falling in line to purchase the "last remaining stocks" of the product.

This unorthodox method may have bordered on the outrageous and downright crazy, but behind the drama was a calculated marketing strategy.

Luxxe White did not actually die — it evolved into Luxxe White Ultima, the company's new line of health, beauty and wellness products.

"We knew exactly what we were doing," said Verzosa. "People love drama and controversy and we gave them a spectacle they couldn't ignore. But instead of failure, they witnessed the rebirth of a legendary and revolutionary product."

Francisco added, "We just didn't launch a product. We created a moment in marketing history. Real visionaries never follow the rules — they rewrite them."

To announced the rebirth, the brand tapped Boy Abunda as host of the grand reveal of Miss Universe Philippines 2023 Michelle Marquez Dee and acclaimed actress Rhian Ramos as new ambassadors.

Along with Luxxe White Ultima, which offers an increased dosage of 1,400 milligrams — an upgrade from the brand's original dosage of 775 milligrams — and new ingredients such as collagen; hyaluronic acid; oral sunblock; and oral moisturizer, the brand also introduced a set of health supplements. The new line includes Luxxe White Slim L-Carnitine with garcinia cambogia and a higher dosage of 2,200 milligrams; Luxxe White Renew — packed with super berries acai, goji, and noni fruit with pure barley and moringa; and the Luxxe White Protect — with a potent 500 milligrams of pure grape seed extract — offering benefits of Vitamins C, D and E.

Opening a new chapter, the entire Luxxe White Ultimate Collection can now be purchased exclusively from authorized distributors worldwide.