GlutaMAX strengthens brand positioning with launch of ‘Body PUTItivity’ campaign

After 18 years in the Philippine market, GlutaMAX has unveiled a renewed brand direction with the launch of its latest campaign, Body Putitivity — a message that reframes skin brightening as an act of personal agency rather than a response to imposed beauty standards.

The relaunch signals what company executives describe as a strategic evolution — one that reflects how beauty conversations have matured and how consumers now define empowerment on their own terms.

At its core, Body Putitivity affirms that choosing brighter or more even-looking skin can be a valid expression of self-care. It uplifts individuals who feel confident in their decision to enhance their skin, emphasizing that such preferences are personal — not comparative benchmarks.

A repositioning shaped by changing conversations

In her keynote address, Aiza Diuco-Sun, Executive Director for Strategy andMarketing of HealthWellnessLifestyle, Inc., underscored that the relaunch is about clarity and conviction.

“This event marks the official relaunch of GlutaMAX. It is about clarifying who we are today and what we stand for moving forward,” she said. “For 18 years, GlutaMAX has been a trusted name in skin brightening in the Philippines. Today, we are strengthening our voice. We are refining our message.”

The recalibration arrives at a time when beauty brands are navigating more nuanced discussions about inclusivity, autonomy, and representation. Rather than retreating from these conversations, GlutaMAX is choosing to engage them directly — positioning brightening not as obligation, but as option.  

An ambassador who embodies the message

A highlight of the relaunch was the introduction of Vanessa Tse Wing as the brand’s newest ambassador. A GlutaMAX user for a decade, Tse Wing brings with her a multifaceted background as a former national titleholder, scholar, and public servant.

In her testimonial, she framed confidence as something shaped by growth and intention.

“As a titleholder, as a student, and now as a public servant, I’ve learned that confidence isn’t about meeting expectations,” she said. “It’s about owning your decisions.”

Her message mirrored the campaign’s ethos: self-care, when intentional, becomes an expression of self-respect. Notably, the brand moved away from traditional “before and after” storytelling, instead centering narratives of personal comfort and evolving self-assurance.


Beyond messaging: reinforcing the system

During the launch, GlutaMAX unveiled its campaign visuals and official jingle, reinforcing themes of inclusivity and self-determination

The brand also highlighted its GlutaMAX system, including its NanoWhite Technology formulation designed for whitening and protection as part of a daily self-care routine.

Attendees described the campaign as deliberate in tone — particularly in how it addressed a subject that remains sensitive in public discourse. Conversations throughout the event reflected a shared understanding: skincare preferences vary, and respect for those differences is central to modern beauty dialogue. 

A timely message for a shifting market

More than a relaunch, Body Putitivity enters the market at a moment when consumers are actively redefining what empowerment means. The campaign’s emphasis on coexistence — that embracing one’s natural tone and choosing to brighten can both stem from confidence — signals a strategic awareness of evolving expectations.

In an environment where conversations around skin tone can quickly polarize, GlutaMAX’s insistence on personal choice over prescription feels both measured and forward-looking. By acknowledging diverse preferences without diminishing any, the brand widens its relevance while maintaining its core identity.

If early reception is any indication, Body Putitivity may well extend beyond a single campaign cycle. It presents a framework for how legacy beauty brands can remain culturally responsive without abandoning their category strength.

The message, at its heart, is straightforward: confidence is self-defined — and the freedom to choose is part of that confidence.

Stroke survivor, now fighting back: Miss Glenda addresses accusations against her in an interview with Ogie Diaz

Last year, skincare and beauty mogul Glenda Dela Cruz, better known as “Miss Glenda,” was fighting for her life in the Intensive Care Unit (ICU), connected to machines that kept her alive after suffering a stroke and battling pneumonia.
“Last year po nasa ICU ako, nag-aagaw buhay. Iyong mga anak ko umiiyak po sa akin. And I almost gave up. Nasabi ko ayoko na po, ayaw ko na po talaga,” she recalled during an interview with Ogie Diaz.

“Nagsimula siya sa pneumonia. So yung lungs ko po, napapalibutan siya ng phlegm. And then after four days, na-stroke po ako. Then iyon na po, nag-worsen po iyong condition ko,” she added. 

At one point, she even wrote a note to her cousin expressing her desire to give up the fight.

But when her children visited her in the hospital, her will to live was renewed.

“So the moment na pag-alis ng mga anak ko, nagsabi na po ako na ilipat niyo po ako sa mas malaking hospital,” she said, adding that her transfer was delayed as her relatives had to sign several documents acknowledging the risks since moving her to another hospital was considered dangerous.

Now that she has been given what she calls a second life, Miss Glenda said the experience made her realize she still has a greater purpose.

“I think, after everything that happened to me, parang siguro po sinasabi Niya sa akin na hindi ka pa pwedeng mag-give up kasi ang dami pang umaasa sa iyo,” she said, referring to her loved ones and the more than 1,000 workers at Brilliant Skin Essentials, the company she built from the ground up—from being an ordinary worker to becoming a successful entrepreneur.

"I have 1000 employees, can you imagine kung sumuko ako? Pag na-down ako? Maraming family na maaapektuhan. Meron po ako mga empleyado na mga hindi nakakapagsalita, hindi nakakarinig. May mga kapansanan na sinabi nila sa akin noon na ako lang yung tumanggap sa kanila. So, kung mawawala po yung Brilliant Skin Essentials, parang mawawala na din yung purpose ko," she said.

She is also determined to face the challenges and controversies head-on, answering all the accusations thrown at her, including rumors that she launders money for former Ako Bicol Party-list Rep. Zaldy Co.

"Nagulat po ako kasi after two weeks of my vacation na sobrang jetlag pa ako, biglang may lumabas po na blind item na sinasabi po nila na there's a possibility that Miss Glenda is linked with Zaldy Co because she went to Portugal," she said.

Miss Glenda said she does not know and has never met Co, adding she earned her billionaire status through years of hard work and building her business.

"Ilang taon na po yung paratang sa akin. Kasi ayaw po nilang maniwala na possible na sa isang skincare pwede ka talagang kumita nang malaki. So sinasabi nila na kaya ako nakaka-afford ng ganitong lifestyle kasi money launderer na po ako," she said, referring to the accusations hurled by her online bashers.

As she continues her recovery, Miss Glenda said her focus is on her health, family, and her business ventures, saying her decision to fight for her life was worth it.

Visa and RCBC unlock exclusive access to Grammy-winning artist Laufey: A Matter of Time Tour for Filipino music lovers

Visa (NYSE: V), a global leader in digital payments, and Rizal Commercial Banking Corporation (RCBC), are bringing two-time Grammy-winning artist, composer, and producer Laufey closer to Filipino fans and music lovers with an exclusive presale for RCBC Visa cardholders.

Visa is the Official Payment Partner for Laufey: A Matter of Time Tour, which will take the Icelandic-Chinese singer across several countries and territories in Asia Pacific, including a two-night stop in Manila on May 26-27. RCBC Visa cardholders will enjoy exclusive early access to tour tickets in selected ticketing platforms, with RCBC Visa Infinite cardholders enjoying earliest possible access on March 9, 10 am to 4 pm. The rest of RCBC Visa cardholders will get presale access shortly after, from March 9, 6 pm to March 10, 10 am.

Music as a passion pillar continues to influence the way people live, play, and pay – a phenomenon more pronounced for Filipino concertgoers, particularly for Gen Z consumers. Music is the third most popular hobby for Filipino Gen Z consumers, according to Visa data, with 27% citing it as their passion, right behind gaming (33%) and watching movies and dramas (30%).

Filipinos are also among the top five concertgoing markets in Asia Pacific along with India, Vietnam, and Indonesia, with 38% of Filipinos attending concerts in the preceding 12 months. This number is higher for Gen Zs, with 42% saying they have attended at least one live music event.

“Music is a potent force that brings people together, and Visa ensures that seamless, secure payments enable memorable music experiences for Filipino music lovers. With RCBC, we are bringing Laufey’s unique artistry closer to her Filipino fans, guided by Visa’s fan-first approach to partnerships,” noted Jeffrey Navarro, Country Manager for Visa Philippines.

“As one of the Philippines’ most innovative banks, RCBC prioritizes meaningful consumer experiences that go beyond banking. With our collaboration with Visa, we aim to give our Visa Infinite and Visa Credit Card holders exclusive access to curated experiences that match their discerning tastes and preferences,” added Arniel Vincent B. Ong, RCBC Credit Cards President and CEO.

Laufey, who recently won Best Traditional Pop Vocal Album at the 68thGrammy Awards, will star in Visa’s upcoming “Be The Traveler You Want To Be” campaign. She will feature in exclusive, bespoke content across Visa’s official platforms and brand channels, celebrating the joy of travel and highlighting her favorite memories and places in Asia Pacific.

New Moon PH and Miss Universe Philippines 2026 Strengthen Partnership with Official Contract Signing

In a powerful celebration of beauty, purpose, and holistic wellness, New Moon PH seals partnership with Miss Universe Philippines 2026 as the pageant'sOfficial Women's Health Partner through a meaningful contract signing event on February 27,2026.

Building on a successful collaboration last 2025 where New Moon PH proudly served as one of
the official partners of Miss Universe Philippines, the renewed partnership marks a deeper, more
intentional commitment to empowering Filipina beauty from within.  

During the contract signing, Miss Jonah Sison-Ramos, CEO and Founder of New Moon PH, shared the deeper intention behind the partnership: “Our continued partnership with Miss Universe Philippines is deeply meaningful to us. Last year, we proudly stood as their women’s health partner with our Hormo Balance. It was meaningful to see delegates openly share their experiences with PCOS, including Ahtisa Manalo and Winwyn Marquez”.

“We were inspired by how they used their platforms to raise awareness about PCOS and normalize conversations about women’s hormonal health, that's why we want to continue that this year”, Miss Jonah added.

From the side of Miss Universe Philippines 2026, the partnership is equally rooted in alignment and shared purpose. When asked about how the organization selects its sponsors, MUPH Executive Vice-President, Voltaire Tayag emphasized that collaborations go beyond branding.“It’s never just about having a partnership, we carefully look at a brand’s vision and values. When we met the New Moon PH team, there was an immediate connection—we knew that this was going to happen because we share the same values and advocacy.  

” With the success of their partnership, New Moon PH takes its role further by highlighting its
signature wellness pairing, Power Duo+, composed of Soft Glow+ and Hormo Balance supporting the journey of this year’s delegates, not only in their preparations for the crown but in their overall well-being for a lifetime. Soft Glow+ is formulated with 200mg S-Acetyl Glutathione,, Tripeptide Collagen, Sakura Extract, White Tomato Powder, Sodium Ascorbate, Zinc Glycinate, Black Pepper Extract to help promote brighter, more radiant skin, supports natural detoxification, and boosts overall wellness perfectly complementing the confidence and poise essential on and off the pageant stage. Hormo Balance, on the other hand, is crafted with essential ingredients such as Myo-Inositol and D-Chiro-Inositol to support women’s hormonal balance and complex symptoms of PCOS. An essential yet often overlooked pillar of overall wellness, especially for high-performing women managing demanding schedules.  

Happening just in time for New Moon PH’s Women’s Month campaign, “Tell Her Story, ” featuring Ahtisa Manalo as its newest ambassador, with the campaign message “Her Story,
Told. Balanced hormones. Visible glow”. The strengthened partnership further amplifies the brand’s advocacy of empowering women to own their narratives confidently and unapologetically. 

As Miss Universe Philippines 2026 marks the beginning of a new era of empowered, purpose-driven women, New Moon PH proudly stands beside them not only as a sponsor, but as a wellness ally committed to helping every woman glow confidently and live in balance. The partnership sends a strong message and affirms every Filipina, that wellness is power, balance is strength, and choosing yourself every single day is the most beautiful decision of all.

People Power 40 Kick-Off Concert: Raw, Real, and for Everyone

Gritty, grounded, and pulsating with energy

These words aptly describe the recent People Power 40 Kick-Off Concert, which successfully bridged generations while remaining firmly connected to the country’s socio-political landscape.

 

With its innovative, inclusive, and in-your-face approach, pundits say the concert offered a fresh and memorable way to launch the EDSA People Power I commemoration. They also congratulated the organizers — Mayors for Good Governance (M4GG), Kaya Natin!, Senator Bam Aquino, and Mayor Joy Belmonte — for mounting the successful event.  

The concert featured a mix of performances by singers, rock bands, rappers, stand-up comedians, a dance group, uniting audiences across generations and sending a strong message against corruption while underscoring the country’s sovereignty. 

After a somber opening by acoustic icon Ice Seguerra with his moving rendition of “Bayan Ko,” against the dramatic light show illuminating the Quezon Memorial Circle pylon, the concert burst into high-energy performances, keeping the 20,000-plus crowd on their feet and evoking memories of the 2022 presidential campaign of former Vice President and now Naga City Mayor Leni Robredo.

Bringing back memories of the glory days of their father, the late “King of Rap” Francis Magalona, Elmo and Arkin Magalona performed some of his most iconic hits, including “1-800-Ninety-Six,” “Kaleidoscope World,” and the crowd-favorite “Ito Ang Gusto Ko.”

Hip-hop group Morobeats delivered an expletive-laden, fiery performance, firing up the crowd while sending bold messages against government corruption and China’s harassment of Filipino vessels in the West Philippine Sea.

The audience also enjoyed a mix of musical genres that spanned generations, with performances by Ebe Dancel, Over October, Earl Agustin, and Rivermaya -- creating an experience that resonated with Filipinos of all ages.

Nica Del Rosario, composer of the 2022 campaign anthem “Rosas,” shone with her performance of “Tala” and her duet with rapper Pio Balbuena for “Kapangyarihan.” Balbuena, for his part, delivered a standout performance, belting out hits such as “44 Bars,” “Republika ng Tambay,” and “Akinse.”

Femme MNL, a collective of LGBTQIA+ dancers, captivated the audience with a high-energy playback Rihanna set, while Chelsea Alley showcased their signature heavy metal rock with powerful hits “We Are,” “Camouflage,” and “Heneral.”

OPM legends Janno Gibbs and Ogie Alcasid brought nostalgia and their trademark showmanship, performing “Pinakamagandang Lalaki” and a duet of “Handog ng Pilipino,” followed by Alcasid’s solo hits “Sige Laglagan Na” and “Nandito Ako.”

In between musical acts, comedians Alex Calleja and Red Ollero had the crowd roaring with laughter, delivering sharp, uncensored takes on current controversies and everyday Filipino life.

In the same way they ignited the stage earlier, the Magalona siblings closed the event with a repeat of their rousing performance of “Ito Ang Gusto Ko”, which will serve as a call to action for current and future Filipinos.

Capping the night was a spectacular 10-minute fireworks display, leaving the crowd buzzing about the concert long after they went home.

Following its successful staging, pundits claim the concert offered a fresh way to remember and honor EDSA People Power I. By blending nostalgia with bold calls to hold corrupt officials accountable, they claimed it was undoubtedly a memorable way to kick off the 40th anniversary of EDSA 1.