Rolling out now, the range also includes bath and shower products and is set to get backing from a £5m marketing budget. Activity will include a TV campaign in October, November and early next year, as well as sampling at events, in-store communication and 75p-off coupons on packs of the core range.
Julie Baker, marketing director, said that the deodorants were a logical step for the brand. "We are excited to be broadening the range of Radox products available to consumers through the introduction of Daily Elements. Entering the deodorants market will drive significant brand growth outside of Radox's current core categories."
The name Radox came from the words radiated oxygen. The original foot and bath salts arrived in the UK early last century.