Frontrow International, led by RS Francisco and Sam Verzosa, shocked the public with an elaborate marketing campaign that saw the “death” of its flagship product, Luxxe White—only to be resurrected as Luxxe White Ultima.
For a week, Metro Manila was abuzz with billboards announcing Luxxe White’s discontinuation, fueling speculations that the company was struggling. A mock funeral was held at Frontrow’s headquarters, complete with a coffin, flowers, and traditional wake snacks, leading distributors and netizens to believe the end of an era had come.
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However, it was all part of a brilliant marketing strategy. During a grand media event, hosted by Boy Abunda, the truth was revealed—Luxxe White hadn’t died; it had evolved.
Luxxe White Ultima is a superior, reformulated version of the bestselling Luxxe White, now featuring: 1,400mg of enhanced glutathione (upgraded from the original 775mg), Collagen and hyaluronic acid for skin health and Oral sunblock and moisturizer for added protection.
Beyond Luxxe White Ultima, Frontrow also introduced three powerful new supplements:
- Luxxe White Slim L-Carnitine (2,200mg) – Infused with garcinia cambogia for weight management
- Luxxe White Renew – Packed with super berries, barley, and moringa for rejuvenation
- Luxxe White Protect – A potent immune booster with grape seed extract, plus vitamins C, D, and E
The star-studded relaunch event unveiled Miss Universe Philippines 2023 Michelle Marquez Dee and Kapuso actress Rhian Ramos as brand ambassadors, adding further prestige to the campaign.
Many initially believed Frontrow was shutting down due to financial struggles. However, Verzosa and Francisco revealed that the entire spectacle was a calculated move to drum up excitement.
“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,” said Verzosa.
“We didn’t just launch a product; we created a moment in marketing history. Real visionaries don’t follow the rules—they rewrite them,” added Francisco.
Ironically, those who spread rumors of Frontrow’s closure inadvertently became its best marketers, as the buzz surrounding the “death” of Luxxe White drove sales even higher before the official relaunch.
Now exclusively available through authorized Frontrow distributors, the Luxxe White Ultima Collection promises stronger formulations, better results, and a bolder presence in the health and beauty industry.
With this groundbreaking marketing campaign, Verzosa and Francisco have not only secured Luxxe White Ultima’s dominance in the market—they’ve also set a new standard for brand reinvention.
