Radox launches new refillable bottles, mood-boost fragrances

Shower gel brand Radox has re-designed its bottles so they can be refilled and re-used. The new bottles are made from 50 per cent post-consumer recycled (PCR) plastic and can be refilled with Radox’s new 500ml refill packs, which use 74 per cent less plastic to help shoppers reduce their plastic use.

Alongside the packaging innovation, Radox is modernising its existing range with improved refreshing and mood boosting fragrances.

The relaunch is part of a multi-million-pound investment in new packaging moulds and factory capabilities to ensure Radox has future-fit packaging with the use of PCR plastic and refill-ready cap.

Independent research shows packaging is the most important sustainability concern for UK personal care users and these changes are part of Unilever’s wider mission to make sustainable living accessible to everyone and halve its use of virgin plastic by 2025.

Radox has also invigorated its collection with new fragrances to boost mood, reflecting the importance of fragrance in the cleansing category, currently the number one benefit sought by shoppers. In addition, a new Strawberry and Raspberry “Feel Radiant” variant is launching in an eye-catching shade of hot pink, with a new fruity fragrance.

Radox Shower is currently growing ahead of the market in value (+5.6 per cent compared to +3.7 per cent) and is the number one shower brand in terms of volume and value sales.

“This is the start of an exciting new era for Radox,” said Chris Barron, General Manager, Unilever Personal Care. “As the UK’s number one shower gel brand, we want to lead from the front and our mood boosting fragrances will give us another reason to standout on shelf. The bottles have been redesigned with a refillable future in mind, 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.”

To support the brand relaunch, Radox is investing £3.2m MMS (media marketing spend) in a new marketing campaign launching this summer across TV, shopper marketing and on social media, highlighting the brand’s sustainability credentials and revitalised fragrances.

The new Radox shower gel range will be available nationwide across grocery and convenience from 24 April. What’s more, three (225ml) price-marked packs will be introduced for the convenience channel, across the “Feel Awake”, “Feel Refreshed” and “Feel Moisturised” fragrances.

RRP:

• 225ml: £1.00 RRP (Feel Relaxed, Feel Awake, Feel Refreshed, Feel Active, Feel Uplifted, Feel Moisturised, Feel Revived, Feel Ready, Feel Energised, Feel Radiant, Refreshing and Nourishing)
• 450ml: £1.75 RRP (Feel Moisturised, Feel Awake, Feel Uplifted, Feel Refreshed, Refresh, Nourish and Superdrug Exclusive variants)
• 675ml: £2.25 RRP (Feel Moisturised, Feel Awake, Feel Refreshed, Feel Uplifted, Refreshing, Refresh, Nourish)