Radox revamped with premium bath range

Consumer goods giant Sara Lee Household & Body Care is to overhaul its Radox brand and launch a range of premium bath products under the name.

The company will revamp the packaging and raise the prices of its bath foam products in an effort to take the brand upmarket, marking a change of strategy for the lower-priced bathroom range.

The company will support the relaunch with a &£4m television, print and radio ad campaign. Advertising for Radox is handled by WCRS, while Zenith Optimedia looks after media duties.

Sara Lee’s new luxury bathroom range will be named Spoil Me, Embrace Me, Restore Me and Calm Me, and will be formulated with aromatherapy ingredients, such as cinnamon and jasmine.

Sara Lee has earmarked Radox as one of its “global power brands”, as part of a three-year marketing strategy unveiled earlier this year (MW February 26). These brands will receive substantial marketing support and are expected to grow by at least three per cent a year in the UK.

The Radox relaunch will be overseen by UK marketing director Julie Baker. The Radox range was extended beyond the bath and shower market last year with a moisturiser, bath soak, body wash and pillow spray (MW September 11, 2003).