RADOX
2023
Health & Beauty
Identity
REVIVING RADOX
Reigniting Love for the UK’s #1 Bath and Shower brand
Radox launched in the UK in 1908, quickly rising to the top as the brand of choice for bath and shower products. After a surprising surge in 2020, Unilever recognised the opportunity to reinvest. We stepped in to create belief in the brand's promise of keeping the nation on its feet, one Radox bath or shower at a time, paving the way for its biggest relaunch in a decade.
RADOX REVIVES YOU
Soaking up inspiration from its heritage, we gave the brand the gravitas it deserves, showing that Radox is a brand people can trust, especially when things get tough.
The new brandmark brings 'Mineral Therapy' to life with a classic pestle and mortar, paired with a rich green hue that captures the transformative power of Radox.
Captivating packaging showcases the key ingredients, while the premium range embodies elegance with images of mineral rock formations. With over 80 products now rolling out, Radox now commands attention on shelf with newfound distinction.
A BUBBLING SUCCESS
To launch the redesigned look, we partnered with adam&eveBBD for a standout OOH campaign. The new packs are seen taking a relaxing dip in a pool of bubbles—playfully reinforcing Radox’s refreshing, rejuvenating message.
The results speak for themselves: a 37.5% year-over-year uplift, showing that Radox’s return to form truly resonated with the hardworking doers and carers across the country.
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