It’s still a few weeks away from Holy Week, but I’ve already witnessed a resurrection story.
In my over two decades of covering events, this had to be the most surreal spectacle I’ve ever witnessed.
While most brands quietly phase out a product or discreetly remove it from shelves, these guys held a full-blown wake—complete with all the elements– the solemn ambiance, mood lighting, flowers donations, masscards, coffee, biscuits, candy and endless bowls of lugaw for the grieving, and tributes so grand they put some real-life memorial services to shame. Yes, they even put the “dead” product in a coffin.
What made it even more bizarrewas that everyone—from the top executives down to the most junior distributors—was 1000% committed to their roles. They mourned like they had lost a family member. There were even people crying on social media, posting eulogies for a discontinued product as if it were a fallen hero.
And though I expected nothing less from a company that thrives on controversy, for the ordinary Pinoy or netizen seeing it on their feeds, would have easily been convinced that this was truly the end for Luxxe White.
Critics and competitors wasted no time fueling speculation—shouting bankruptcy, failure, and the collapse of an empire that had stood strong for almost two decades.
But, as it turned out, they all fell for it.
Behind the spectacle was a masterclass in marketing psychology and FrontRow International owners RS Francisco, Sam Versoza and Richmond Yu didnt even have to hire an agency.
Luxxe White wasn’t dying—it was being reborn. The “funeral” was nothing more than a setup for the most audacious rebranding stunt in Philippine business history. The emotional investment the company created—whether it was grief, curiosity, or sheer disbelief—ensured that Luxxe White Ultima’s arrival would not only be noticed but talked about for years to come.
At the grand reveal, the truth came out: Luxxe White had evolved into something even bigger, bolder, and stronger. Luxxe White is now Luxxe White Ultima boasting an upgraded 1,400 mg formulation, nearly double its original potency. Alongside it, an entirely new line of wellness products was introduced, from Luxxe White Slim to Luxxe White Renew and Luxxe White Protect, each promising enhanced health benefits and industry-leading formulations.
And the biggest irony? The very people who gleefully spread rumors of the company’s demise—mocking the so-called “end” of Luxxe White—became its biggest, unintentional marketing agents. Their viral posts, speculative gossip, and misplaced schadenfreude only served to amplify the brand’s message: Luxxe White wasn’t just surviving; it was thriving.
“We knew exactly what we were doing,” Sam Verzosa admitted, with the kind of confidence that only a master strategist can exude. “People love drama and controversy. We gave them a spectacle they couldn’t ignore.”
RS Francisco added, “This wasn’t just a product launch. This was a moment in marketing history. Real visionaries don’t follow rules; they rewrite them.”
The event was dripping with theatricality—Boy Abunda took center stage, delivering the kind of monologue that could stir even the coldest hearts. And as if to drive the point home, Miss Universe Philippines 2023 Michelle Marquez Dee and celebrated actress Rhian Ramos emerged as the faces of Luxxe White Ultima, sealing its transition from a mere product to a cultural phenomenon.
Looking back, it’s hard not to admire the sheer audacity of it all. Love them or hate them, Sam Verzosa and RS Francisco just pulled off the most unforgettable marketing stunt in recent history. And if there’s one thing the Luxxe White ‘funeral’ proved, it’s that sometimes, death is just the beginning.
