Ex-Lynx boss in Radox mission

Sara Lee is embarking on a major shake-up of its Radox brand, spearheaded by former Lynx marketer Margaret Jobling.

Jobling has overseen the creation of the first brand campaign for the 100-year-old washing and bathing product and is planning an assault on the fledgling men’s soaps sector.

Sara Lee Household and Body Care poached Jobling from her role as Lynx global brand director at Unilever last year. She has worked in various research and development and marketing roles at Unilever over the past 15 years.

She says the company plans to build on its best-selling Radox for Men brand with the launch of a range of home-spa products aimed at men within the next 12 months.

“The metrosexual market didn’t really come to a head, but our research shows there is a massive market potential for products targeted specifically at men rather than unisex brands,” says Jobling.

Meanwhile a £4.5m brand campaign aimed at driving Radox into the lead in the shower category with its core female market, ahead of close rival Imperial Leather, is to launch next week.

The “Be Selfish” campaign is designed to put “clear head space” between Radox and Imperial Leather shower ranges, which are both joint category leaders with a 16.5% market share each.

It aims to update the appeal of the brand with women aged 25 to 44, particularly those with young children, as an easy way to grab some quick relaxation in their busy schedules.

According to Sara Lee’s research, 78% of the target market say they never have enough time in their lives for themselves. The WCRS-created TV ad shows how women could feel a lot happier if they challenged their perceptions of time occasionally.

The TV ad will be supported by press and digital activity, using straplines “It’s a quarter to you,” and “Everyone deserves a happy hour”.

Media is being handled by Manning Gottlieb OMD and digital by TMW.