Radox is set to launch refillable shower gel bottles in a bid to save 450 tonnes of virgin plastic each year.
The brand’s new bottles are made from 50% post-consumer recycled plastic and can be filled using the brand’s new 500ml refill packs, which use 74% less plastic.
The bottles which have been in development since 2019, have also been reorintated to sit cap-up, to ensure refills are convenient.
This comes as part of a multi-million pound investment in new packaging moulds and factory capabilities.
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The changes also build on Unilever’s wider mission to make sustainable living accessible to everyone, as well as to halve its use of virgin plastic by 2025.
As part of the packaging redesign, Radox has changed the colour gradient on its logo to make its products easier for people with colour blindness to read, and has removed the ‘For Men’ label on its ‘Feel Awake’ variant to promote inclusivity.
“We wanted to prioritise sustainability and we are now taking our next big step forward with the launch of our new refillable bottles,” Unilever personal care general manager, Chris Barron said.
“We wanted Radox to become the most sustainable entry-level shower gel and we’re now the first brand within this tier offering 50% PCR plastic.
“We know the hook has been a distinctive feature of the Radox shower gels in the past, but removing them is the right thing to do in order to dramatically reduce our use of single-use virgin plastic.”
The brand has also added a new fragrance to its cleansing category, a Strawberry and Rasperry ‘Feel Radiant’, which will be launching in a hot pink shade.
Barron added: “This is the start of an exciting new era for Radox. As the UK’s number one shower gel brand, we want to lead from the front and our mood boosting fragrances will give us another reason to standout on shelf.”
