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 and Marketing of HealthWellnessLifestyle, Inc., underscored that the relaunch is about clarity ...
