it always amazes me that 'false advertising' like that continues to be allowed. such bulbs are clearly not xenon, as explained.
FYI, a full HID conversion requires:
*HID/xenon bulb (genuine ones!)
*HID 'ballast' wiring setup: converts 12V to high voltage to run HIDs
*highly recommend to have 'projector' style light housing/lenses
*highly recommend to have self-levelling mechanisms
projectors are the round fish-eye lights that are designed for HID. inside is a 'mask' that blocks off stray light to prevent dazzling oncomers.
if you fit a genuine HID to a non-projector lens, there is a high chance it will be very dazzling, which is hazardous and probably unroadworthy/illegal in your area.
the self-levelling mechanisms are a requirement on cars fitted with HIDs from the factory. this too is installed to prevent dazzling oncomers. it is linked electromechanically to the suspension struts to adjust the angle of the projectors.
overall, it is very expensive to do a full and proper conversion. taking shortcuts is not advised.
if you want upgraded halogens, then the Philips Vision Plus - as already recommended - are very, very good. have used these. if you want a blue-tinted halogen, then Philips Blue Vision are very good too, but not as much light output, as also mentioned.