Radox undergoes major revamp, its biggest evolution in 10 years


After growing a record-breaking 22% and contributing an extra £15M retail value sales  to its categories in 2020, Radox, the No.1 Bath & Shower brand in the UK, is on a mission 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 announcing its biggest relaunch in a decade with a complete brand re-design, alongside new products and its highest investment TV campaign in eight years to bring its true heritage back into the spotlight. 

Over the past year, many people have found sanctuary by running themselves a bath, and this is a trend that will continue to bubble away. In fact, in 2020 the bath additives category grew 7%, growing to over £100M in retail value sales in the UK. With 35% growth across its bath range, Radox was the key driver of this bath category growth. To keep Radox front of mind for shoppers when self-care is so important, 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[8], 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 throughout January – from soothing Chamomile bath bombs to Eucalyptus and Lemongrass bath salts. All are designed to help support shoppers facing the overwhelming pressures and stresses that lockdown brings, especially important now that 73% of people agree that bathing is good for their mental wellbeing.

The brand’s innovations set to roll out from January 2021 include:

  • RADOX Antibac Handgels – following the success of its fragrance-free hand gel in 2020, 2021 will see RADOX launch two sensorial variants – Thyme & Tea Tree and Grapefruit & Basil
  • RADOX Muscle Soak Bath Salts – the brand’s bestselling bath salt has received a packaging refresh and now comes in a larger, recyclable, waterproof and resealable pouch packaging
  • Two new bath bomb variants will be added with RADOX Relaxing Lavender and RADOX Soothing Chamomile.
  • Two new bath salts will join the brand’s existing line up – RADOX Muscle Restore Epsom Salts with Eucalyptus & Lemongrass and RADOX Crystal Calm Himalayan Salts with Jasmine & Hibiscus.
  • RADOX Mini Showergels – new 60ml travel-sized versions of the brand’s bestselling Feel Awake fragrances will be available for the first time.

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 innovative recyclable mono-material pouches that can be recycled at supermarkets. Recycling information has been updated and made much clearer across products in line with the latest OPRL guidance.