Considering a new look? Here's how to make the most out of your redesign

By Julia Wray | Published: 9-Aug-2023

With some big names in beauty overhauling their packaging look and materials, we ask the experts, how can brands make the most out of a redesign?

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This summer, Radox users in Europe may have noticed a change in the appearance of their shower gel packs.

Available since the end of April and in development since 2019, the Unilever brand offered customers bottles that had been redesigned to be refillable and reusable across its Feel Awake, Feel Refreshed and Feel Moisturised ranges.  

Radox’s revamp followed in the footsteps of Unilever stablemate Dove’s packaging do-over in the US.

Announced in February this year and complementing a snazzy new formulation featuring 24-hour Renewing MicroMoisture, it marked Dove’s first pack update in nearly two decades.

“We are working across all our brands to improve our packaging by using less plastic; ‘better’ plastic, for example, through the inclusion of post-consumer recycled [PCR] plastic; and no plastic,” Alan Palmer, Chief R&D Officer, Personal Care at Unilever, tells Cosmetics Business.

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