Citrine One Wins Oxwhite PR Retainer Appointment

Citrine One was selected based on the team’s creativity in providing practical solutions

Citrine One Wins Oxwhite PR Retainer Appointment

Malaysia’s fastest growing premium lifestyle e-commerce brand Oxwhite has appointed Citrine One Sdn Bhd as its Public Relations agency on record.

The appointment was made following a competitive pitch between three agencies early July, in which Citrine One pitched for an integrated PR approach which combines media relations, product placements and thought leadership opportunities.

“Oxwhite has grown significantly since we first started in 2018. From selling just non-iron Supima cotton white shirts made to fit the Asian physiques, we have now expanded our product offerings to premium quality every day lifestyle essentials such as bags, towels, plant-derived detergents and many more.

Oxwhite founder, CK Chang

“We are also looking to launch about 50 more products in the next six months and exploring the idea of launching our first concept store which would leverage on artificial intelligence to create a seamless online to offline experience,” said Oxwhite founder, CK Chang adding that the brand needed an agency that is able to strategise and execute a PR plan effectively to support his vision at every stage of the brand’s growth.

He said that Citrine One was selected based on the team’s creativity in providing practical solutions that can possibly optimise its brand’s visibility.

Citrine One’s Managing Partner, Cynthia Lee said that Oxwhite is a very inspirational brand. Its user base has grown to surpass 80,000 and has a cult following of over 21,000 people within the span of two years.

Citrine One’s Managing Partner, Cynthia Lee

“We are indeed humbled and honoured to be working with such a fast-growing premium lifestyle brand and are proud to be a part of Oxwhite’s brand vision.

“We are looking forward to form a lasting relationship with the brand as its mission of expanding beyond Malaysia aligns with our own business model of growing globally,” she said adding that Citrine One had launched its international business outfit aimed at supporting cross-border business activities, starting with Southeast Asia region and Australia in June this year and has the capability to provide multi-tier strategic communications services in multiple territories through its network of professional partners and affiliates.