Radox has announced the redesign of its shower gel bottles as part of a new initiative to combat waste and reduce plastic usage.  The brand is also launching 500ml refill packs, which use 74% less plastic, allowing customers to refill their empty bottles.

The new packaging is made of 50% post-consumer recycled plastic and has been reorientated to sit cap-up for easy refill access. The move is estimated to remove 50 million single-use bottle hooks, resulting in a significant reduction in plastic usage.

Alongside the packaging innovation, Radox has reinvigorated its refreshing fragrances and is introducing a new Strawberry and Raspberry ‘Feel Radiant’ fruity fragrance.  

In support of the packaging innovation, Radox is launching a £3 million marketing campaign across TV and social media to highlight the brand’s focus on sustainability and revitalised fragrances.

Chris Barron, General Manger at Unilever Personal Care, says: “The bottles have been redesigned with a refillable future in mind, and our new refill packs use 74% less plastic than a bottle, helping our customers to enjoy the Radox they know and love whilst using less plastic. We know the hook has been a distinctive feature of the Radox shower gels in the past but removing them is the right thing to do in order to dramatically reduce our use of single-use virgin plastic.”

The new Radox shower gel range is now available nationwide, from RRP £1 per 225ml bottle.