Radox unveils major revamp

Radox, the UK’s number 1 bath and shower brand, has undergone its biggest relaunch in a decade with a complete brand re-design, new products and a £6m TV campaign.

The brand’s revamp is part of Radox’s mission to raise awareness of the importance of self-care and reinstate bathing as a key ritual for people’s wellbeing.

To keep Radox front of mind for shoppers, the brand is investing in a substantial £6m ‘Life’s Better with Bubbles’ ATL campaign, estimated to reach 86% of the population while it runs between January and April, across TV, Radio, OOH and social. 

With this campaign also comes a brand new look for Radox, with almost 80 different products getting a modern makeover. Radox will stand out by unveiling a fresh new logo and a packaging refresh under the new “Mineral Therapy” design, which proudly celebrates its unique blend of 13 herbs and 4 minerals on pack. Research carried out by the brand suggests that the new look will help boost purchase intent by +18% versus the previous design, further strengthening the brand’s position as number one in the shower and bathing categories.

Staying true to its heritage of being a brand that serves busy, hardworking people the new design focuses on three key brand “benefit pillars”: to help people relax, refresh and recharge every day - Refresh (minerals, herbs and fruit), Relax (minerals, herbs and florals) and Recover (minerals and herbs).

Radox will also be giving people even more ways to unwind with eight new bathing and hand cleansing products, from Mini Shower Gels in the best-selling Feel Awake fragrances and Soothing Chamomile and Relaxing Lavender Bath Bombs, to Eucalyptus and Lemongrass Bath Salts. All are designed to help support shoppers facing the overwhelming pressures and stresses that lockdown brings.

Monique Rossi, Marketing Director Deodorant, Skin Cleansing and Gifting at Unilever UK&I, says: “We know how important self-care and taking time out of the day to recharge has become, so it is no surprise that we are experiencing more demand for products that allow people to unwind and escape from everyday stresses. This is why we’ve relaunched the UK’s best-selling bath and shower brand, so we can respond to exactly what people want. This is a key moment for Radox as we look to grow and enhance the category, and encourage more people to enjoy the wellbeing benefits of relaxing and recharging in a Radox bath.”

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