It says so on the packaging ("Soft White"). I actually don't know what that means, but I know it's not halogen.
It's an informal product name for "warm white," which is a measure of what's called the color temperature of a bulb. It's represented by Kelvins and is based on the temperature required to heat a black metal body to produce a given light.
Traditional warm white (soft white bulbs) is 2700k (a yellowish tint) and produces a comforting ambience for living spaces, cool white is 4200k (slightly off-white) and is better for reading and performing tasks, and daylight ranges from 5000k to 6500k, beyond which it starts to tint blue.
What you want to ask for are cool white bulbs. They're not actually brighter, they just produce a whiter, crisper light, and as such are typically used in bathrooms, work lamps, reading lights, desks and so forth. You should be able to find them at any hardware, home, or large department store. You just need to know what to look (or ask) for.