Familiar but not first in mind

Radox is a household name in the personal care category. From bath salts to body gels, everybody knows Radox. Despite its familiarity, its market position was slipping against more inventive and aggressive brands such as Cussons, Palmolive, Imperial Leather and Original Source. The Radox marketing team recognised the need to review their full personal care portfolio in order to bring a new appeal and point of difference to their existing ranges as well as create concepts for new product development. Despite its strong footing and recognition in the core shower and bathing category, Radox were keen to explore the potential for the brand to stretch and extend into wider occasions and ‘me’ moments.

Opening up the possibilities

After extensive analysis of the current range and consumer segmentation, Dragon Rouge designed a brand architecture for the future management and growth of the Radox brand portfolio. The architecture was built around three core platforms – Moodchange, Wellbeing and Treat. Once we had defined this framework we ran a series of innovation activities and workshops, including an inspiration safari with the whole marketing, R&D and trade teams, where we studied and visited inspirational spaces, stores and emerging brand products. These inputs created a raft of over 20 innovation concepts that were visualised and tested with consumers under, alongside the three new platforms. 

Delivering on ideas

Of all the concepts tested four have made it to market in the last three years and the Radox brand and marketing teams have fully adopted the three-tier brand architecture, helping them direct and manage current and future product development. The Wellbeing platform has become a branded range in itself covering bath and shower innovations, driving up sales in the category and making Radox a more frequent must-have moment for target audiences.