Shower gel brand Radox has launched its new ‘Feel Radox Ready’ above-the-line (ATL) marketing campaign. Backed by a £7m investment, the campaign will feature across TV, out-of-home, radio, in-store activations, and social media.
The campaign marks Radox’s return to shower-specific advertising for the first time since pre-2021. The ad creative focuses on the brand’s ‘mood boosting’ fragrance range, including Feel Awake: Sea Minerals & Fennel Shower Gel, and Radox Feel Relaxed: Lavendar & Waterlily Shower Gel, and highlights how Radox shower gels cater for every mood, “empowering consumers to start the day feeling their best”.
Chris Barron, General Manager Personal Care UK&I at Unilever, said: “Fragrance is the number one consumer need in the shower gel category and this latest campaign builds on last year’s relaunch of the ‘mood boosting’ range, which features new packaging and enhanced scents. The creative vibrantly captures the transformative effects of each fragrance on different moods, helping to engage with new and loyal customers, and encourage even more shoppers to experience Radox to recharge the body and mind.
“We’re delighted to bring this fantastic new campaign for Radox shower gels to screens nationwide. It’s a great opportunity to reinforce the brand’s position in the market and reintroduce our ‘mood boosting’ range to consumers with something new and fun. The campaign aims to demonstrate how these products can make your everyday shower into a revitalising escape. Whether you need to feel relaxed, recharged or uplifted, there’s a Radox shower gel for everyone.”
Radox will continue to support the shower gel range, including ‘Feel Hydrated’ across key retailers via stand-out shelf takeovers and impactful shopper marketing, with the bold pack designs communicating the ‘new mood boosting fragrance’. The impressive shopper marketing activity will run in stores across the UK until 2 October.
