Radox expands bathing range with new Me-Time bath collection

Radox, the UK’s number one washing and bathing brand from Unilever UK[1], is set to expand its highly successful bathing portfolio with new Radox Bath Me-Time collection, comprising bath salts, bath bombs and bath oils.

Rolling out from mid-July, the Radox Bath Me-Time range is inspired by nature and has been designed to appeal to the growing number of consumers who want a luxury bath-time experience to help wash away the stress of everyday life.

Not only is Radox the first mass market brand to include bath oils, but the introduction of bath bombs is intended to drive growth into this sector by capitalising on the appeal of this format . The launch reinforces the brand’s commitment to rejuvenating the category with new, innovative products.

The Radox Bath Me-Time collection includes:

  • Radox Moisturising Bath Oil Blends with Vitamin E

A category-first, the new Me-Time bath oils contain natural oils, vitamin E and feature signature fragrances designed to pamper the skin.

Available in three variants: Revitalizing Eucalyptus scent, Caring Coconut scent and Soothing Rose scent

  • Radox Bath Therapy Bath Salts

Made with 100% pure sea salt, the new Me-Time Bath Salts are designed to relax muscles and wash away everyday stress.

Available in two variants: Muscle Relax with Peppermint Scent and Detoxed with Acai Berry Scent

  • Radox Fragrance Explosion Handmade Bath Bombs

The Me-Time Bath Bombs boast vibrant fragrances inspired by nature and intended to pamper, calm and wake up the senses.

Available in four variants: Tropical Mango scent, Dreamy Watermelon scent, Calming Lavender, and Pampering Rose 

James Griffin, Marketing Director for Skin Cleansing & Care at Unilever UKI, comments: “Nearly half of people bathe to relax and recover[2], demonstrating that baths aren’t just relevant during the cold winter months but all year round. We also know that consumers shopping in the skin cleansing category like to experiment, which includes trying exciting new fragrances and different formats.

“The new consumer Bath Me-Time collection is designed to tap into both the recovery and experiential need states, providing a range of unique solutions for those seeking to improve their wellbeing with a luxurious bath experience all year round.   

“With its heritage and expertise in bathing, Radox is perfectly positioned to offer consumers new and exciting formats to try, which are set to drive category growth and brand penetration.”

The total launch will be supported with a below the line campaign, including in-store, PR and social media influencer activity.

The Radox Me-Time packaging boasts a vibrant colourway and key message call-outs, such as ‘100% nature inspired fragrance’ and ‘handmade’, for optimum standout on-shelf.  The Bath Oils cap provides the perfect dosage measure and the Bath Salts come in a resealable bag with a clear bottom, to increase in-store visibility and help maximise sales.

RRP

  • Radox Me-Time Bath Salts £5.00* (4 units per case)
  • Radox Me-Time Bath Bombs £2.50* (12 units per case)
  • Radox Me-Time Bath Oils £4.00* (6 units per case)

*NB. Pricing is at the sole discretion of the retailer 

About Unilever

Unilever is one of the world’s leading suppliers of Beauty & Personal Care, Home Care, and Foods & Refreshment products with sales in over 190 countries and reaching 2.5 billion consumers a day. It has 161,000 employees and generated sales of €53.7 billion in 2017. Over half (57%) of the company’s footprint is in developing and emerging markets. Unilever has more than 400 brands found in homes all over the world, including Persil, Dove, Knorr, Domestos, Hellmann’s, Lipton, Wall’s, PG Tips, Ben & Jerry’s, Magnum and Lynx.

Unilever’s Sustainable Living Plan underpins the company’s strategy and commits to:

  • Helping more than a billion people take action to improve their health and well-being by 2020.
  • Halving the environmental impact of our products by 2030.
  • Enhancing the livelihoods of millions of people by 2020.

The USLP creates value by driving growth and trust, eliminating costs and reducing risks. The company’s sustainable living brands are growing 50% faster than the rest of the business and delivered more than 60% of the company’s growth in 2016.

Unilever was ranked number one in its sector in the 2017 Dow Jones Sustainability Index. In the FTSE4Good Index, it achieved the highest environmental score of 5. It led the list of Global Corporate Sustainability Leaders in the 2017 GlobeScan/SustainAbility annual survey for the seventh year running, and achieved?four A ratings across Climate Change, Water, Forests and Supplier Engagement in CDP’s 2018 Global Supply Chain report. Unilever has pledged to become carbon positive in its operations by 2030, and to?ensure 100% of its plastic packaging?is fully reusable, recyclable or compostable by 2025. For more information about Unilever and its brands, please visit www.unilever.com. For more information on the USLP: www.unilever.com/sustainable-living/

[1] Nielsen MAT WE23.03.18

[2] 42% of UK Consumers bathe to relax and calm, 47% to refresh