After growing a record 22% and contributing an extra £15m retail value sales to its categories in 2020, bath & shower brand Radox is looking to “raise awareness of the importance of self-care and reinstate bathing as a key ritual for people’s wellbeing”.
To do this, Radox is undergoing its biggest relaunch in a decade with a complete brand re-design, alongside new products and its highest investment TV campaign in eight years.
The brand is investing £6m in its ‘Life’s Better with Bubbles’ ATL campaign, which is estimated to reach 86% of the population while it runs between January and April, across TV, Radio, OOH and social.
Alongside the campaign comes a new look for Radox, with almost 80 different products getting a modern makeover. Radox hopes to stand out with a new logo and a packaging refresh under the new ‘Mineral Therapy’ design which celebrates its 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.
Radox is also adding eight new bathing and hand cleansing products throughout January. These include Antibac Hand Gels, new Muscle Soak Bath Salts and Bath Bomb variants, and travel-sized Shower gels.
Monique Rossi, Marketing Director Deodorant, Skin Cleansing and Gifting at Unilever UK&I, commented: “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.
“This will also be supported by our investment in advertising and promotion this year, which will keep Radox top of mind as people shop for a simple and accessible act of selfcare that can be enjoyed within the sanctuary of their own home. With our unique Radox Mineral Therapy range, we’re offering people a moment to throw in the towel, rest their tired bodies and minds and help them to recharge – because let’s face it, life really is better with bubbles!”
The recyclability of the range is also improving, alongside its recyclable shower gels and bath soaks, all salt pouches will be switched to recyclable mono-material pouches that can be recycled at supermarkets. Recycling information has been updated and made clearer across products in line with the latest OPRL guidance.