HOW can any skilled public relations strategy top the recent marketing ploy of Frontrow, the successful direct selling company who unveiled the demise of their Luxxe White product with an elaborately staged wake, complete with a coffin and candles all around the place.

Marketing whiz RS Francisco, president of Frontrow, with his fellow visionary entrepreneurs, chief executive officer (CEO), Sam Verzosa and chief operating officer (COO) Richmond Yu, went beyond traditional advertising and presented its boldest marketing stunt.

“This occasion is our moment to pause, to remember and to honor something that has been with us for years,” said event host Boy Abunda. “Luxxe White has been by our side and changed thousands of lives for the better.

“The progress Luxxe White has paved the way for, it has changed countless lives. Yet, as all things must, its time must come to an end. A chapter is closing. A legacy once old, once brilliant, now ready to take its final bow.

“Luxxe White has served, endured and left its mark not just in Frontrow but upon the world,” said Boy.

Boy enjoined all those present to start the evening with grace and gratitude, to remember Luxxe White’s journey, its impact in the ways both big and small, that it has shaped our lives. “Parting is such sweet sorrow,” Boy said.

Richmond said everything happened so fast that he didn’t expect it. “Nasa Baguio ako noong narinig ko ang pangyayari. Mabigat. Last week kasama ko lang siya at ang lakas pa niya. Tapos nagulat ako, wala na pala siya.”

Sam realized there are so many people who loved Luxxe White and changed their lives. “Ang daming kaibigan at sobrang daming tao ang nagparating ng kanilang pagmamahal kasi alam nila ang Luxxe White ang ‘baby’ namin sa Frontrow at bumago ng sobrang daming buhay,” said Sam.

“Labing limang taon namin nakasama ang Luxxe White at labing limang taon na bumago ng mga buhay, not just physically, but binago ang buhay ng bawat isa sa amin, kaya kami ngayon nakakagawa ng mga bagay na nagagawa namin ngayon dahil sa Luxxe White.”

“Bawa sakuna, bawat sunog, bawat hindi magandang nangyari sa buhay ng mga Pilipino, kapag nandoon po kami, kaya kami nakakapag-bigay ng tulong, dahil sa benta ng bawat bote na ibinebenta online, sa buong Pilipinas, accumulation ng sales namin sa Luxxe White.

“Naging inspirasyon ang Luxxe White dahil maraming pumayag, maraming pumasa. Akala ng iba biruan. Hindi lang Pilipinas ang napuntahan ng Luxxe White. Buong mundo po – Middle East, Hong Kong, Singapore, Malaysia, Dubai (United Arab Emirates), Qatar, Abu Dhabi, Australia, USA.

“Umabot kami hanggang Italy at sa Frontrow in London (United Kingdom). Napa experience naming lahat ang sarap ng buhay dahil sa Luxxe White. Wala kami dito ngayon kung wala ang Luxxe White. Maraming salamat sa lahat ng tumangkilik sa Luxxe White.”

RS was in tears as he said goodbye to Luxxe White. “Through thick and thin, magkasama tayo,” he said. “Mahal na mahal namin si Luxxe White at maraming salamat sa magandang buhay na binigay mo sa amin.”

Aina Albano attested Luxxe White changed her life. “Isa lang po ang hiling namin, sana hindi po ito totoo at sana hindi po ito ang wakas ng Luxxe White.

“Ako po ay isang estudyante na walang tiwala sa sarili, pero nangarap. Dahil sa company ng Luxxe White, isa lang po ako sa milyon-milyong tao na nagmamahal at nagpapasalamat kay Sir RS at Sam Verzosa sa produktong ito.

“Marami pong salamat at malungkot po akong namama-alam sa Luxxe White.”

Aina’s friend, Sherwin, admitted he was shocked with what happened to Luxxe White. “Nakaka-bigla ang mga pangyayari,” he said. “Sa hindi naming ina-asahang pagkakatao, ‘yung kasama natin sa araw-araw, umaga, tanghali, gabi, ngayon wala na.

“Gusto kong magpasalamat dahil sobrang dami mong natulungan at sobrang dami mong nabagong buhay. Sobrang dami mong natupad na pangarap. Dahil sa ‘yo, maraming pamilya na hindi na kailangan magpunta abroad para mabigyan ng magandang buhay ang kanilang pamilya.”

Ace also said goodbye to Luxxe White. “Minsan talaga, may darating sa buhay natin na hindi natin ina-akala na pwedeng magbago ng buhay natin. Isa po ako sa mga libo-libong natulungan ng Luxxe White, na magbago ang itsura lung hindi ang buhay, hindi lang sa Pilipinas, kung hind isa buong mundo.

“Yung akala ko dati na wala ng pag-asa, pero napaputi at nagbigay kumpiyansa sa akin. Maraming salamat dahil dumating ka sa buhay ko pero nakaka-lungkot dahil ngayon wala ka na.”

Ice Seguerra rendered “Gone Too Soon” as many others said goodbye to Luxxe White.

Yet, in no time, Luxxe White Ultima collection was also unveiled with brand ambassadors Rhian Ramos and Michelle Marquez Dee

The visionaries behind the breakthrough are set to bring the revolution into the world.

Boy admitted he didn’t know where to start when the program unveiled. He called the presentation “out of this world” and “extra-ordinary,” as he congratulated the Frontrow team.

It was the “boldest marketing move” in the history of marketing in this country, according to Boy. The funeral was absurd, but at its most brilliant. Undoubtedly, it had everybody talking about its ripple effects in days to come.

Social media exploded with speculations, controversy spread like wildfire and many people went into a frenzy.

Asked how they arrived at that idea, Sam replied. “We just stayed true to our core. In Frontrow, we just don’t do certain things, we do things in a certain way and we call it the Frontrow way.

RS was the brains behind boldest marketing move. There were a lot of people whom we consulted for the presentation,” added Sam. “It was okay, but kulang. We were still looking for something missing and we couldn’t tell what it is.”

RS added, “When Sam, RS and I were talking about how to make Luxxe White Enhanced Glutathione even better, if we will relaunch it, the campaign has to be out of this world. Something risqué. Or we can go generic just like the other companies.

“Do a silhouette and announced ‘Coming soon’ in four days. We can go as generic as that. Of course, I admire my business partner so much because he gives in to all my whims.

“In fact, when I was conceptualizing this, Sam (who is running for Manila mayor) was having a sortie in Tondo. I told him, after five days, the resurrection of Luxxe White would be unbelievable. “

The new product is approved by FDA (Food and Drug Administration). “We packed Luxxe White Ultima with collagen, oral moisturizer, sunblock,” added RS. “That was studied by Frontrow’s Research and Development team. By this time, we know that everybody wants to look good and be healthy.

“We raised the standards, the quality, the potency and the size literally. We are the first that uses triple zero in supplements in the Philippines, with 1,400 mgs. Malapit na nga siya sa bato ni Darna. But the good news is it is available for the same price.”

Since he was young, RS is known to venture into the unknown. “Ever since I was young, I’ve been doing everything against the grain,” he said. “I like risqué things. I love it.”

“Where else can you see a company with its product inside a coffin? No one. Only someone who’s out of his mind would do it. And that is Frontrow. That is the reason why other companies were copying us. And after this, expect that to happen.”

Sam knows their Luxxe White product is not a “claim,” but the most trusted glutathione product even when you search it online.

“There’s always room for growth, especially now that Luxxe White has been around for 15 years and Frontrow is known as an innovative founder. We think of ways to make our product adaptable and better today.

“That’s the challenge for all the founders, CEOs, presidents of companies. How can you top yourself every time? We agreed to make a product which is like no other. We said Luxxe White is going to be bigger, better, stronger.

Luxxe White is aspirational, so everyone copied the formulation. Today, there is Luxxe White Ultima with Rhian Ramos as endorser and Michelle Dee for Luxxe White Slim.

RS bragged Frontrow enlisted all the biggest brand ambassadors in the country – from Miss Universe Catriona Gray, Gretchen Barretto, Lovi Poe and Daniel Padilla.

AUTHOR PROFILE

Leah C. Salterio