Unilever repositions Radox to promote natural ingredients

Unilever is repositioning Radox to promote the "transformative power" of its ingredients, in a new campaign that aims to change perceptions of the brand from a bath to shower product.

Radox: promotes its natural ingredients
Radox: promotes its natural ingredients

The pan-European campaign, created by WCRS, breaks tomorrow (1 August) with a 30-second TV ad.

The creative features an animation of a woman made of stones, who transforms into blossoming flowers when she takes a shower and uses Radox. It introduces the strapline "Radox: come-to-life".

The ad is directed by Synola, with music by Little Comets. The voiceover is provided by 'X Factor' TV host Dermot O’Leary.

The campaign is supported by digital and social media activity, while a Heart FM sponsorship has also been planned for next month. Media planning and buying has been handled by Mindshare.

It comes shortly after Unilever launched the "feel good fragrance" packaging for Radox in June. The campaign aims to drive awareness of that new positioning.

Unilever bought the brand in December 2010 as part of its £1bn cash acquisition of Sara Lee's European personal care and laundry business.

It launched a new line of "spa inspired" products in October last year, backed by a £2m marketing push.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Meet the new breed of ad agency chiefs

A new wave of first-time CEOs are opting to do things differently in an evolving landscape. They discuss the business model of the future with Jeremy Lee.

Case study: How 'This girl can' got 1.6 million women exercising

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published