Nuxe revolutionizes Huile Prodigieuse® with new roll-on format for its iconic body oil product
The oil itself retains all the iconic Huile Prodigieuse® efficacy and sensoriality but totally reinvents its application with a new roll-on format to deliver our unique dry touch oil with precision and accuracy
Huile Prodigieuse® Roll On is a genuinely innovative move into a format that is a revolutionary step forward for our iconic body oil product. It’s not just another version of our iconic Huile Prodigieuse® oil for body, face and hair, which since its launch 34 years ago has only ever been offered in its traditional bottle; after 34 years suddenly, consumers will be able to enjoy another new and totally unexpected way of applying it.
The oil itself retains all the iconic Huile Prodigieuse® efficacy and sensoriality but totally reinvents its application with a new roll-on format to deliver our unique dry touch oil with precision and accuracy.
Thanks to its roll-on ball, users have total control of the flow and direction of the oil, allowing users to glide the ball at any angle and apply the oil with a full 360° range of gestures, ensuring mess-free, pinpoint accuracy. Combined with this practicality is its exceptional versatility; it is suitable for all skin types and can be used on the body, face or hair.
By introducing more gestures and playing with gravity we have created a format that is also super ‘playful’, and we believe this opportunity for a more informal, spontaneous usage will attract new customers, especially younger (18-34 years) consumers.
There is also no mistaking its practical usefulness; a prominent on-pack reference to the roll-on function ensures immediate understanding of how this format allows the oil product to be applied.
Its premium status is maintained by a contemporary presentation in a glass bottle, topped with a gold metallic cap, embossed with our emblematic Nuxe tree, to add an appealing design touch.
Our sustainability commitment is also expressed in our environmentally responsible pack production; we can separate the elements and recycle them separately. Which is why, for example, we use a plastic roller ball, not an aluminium one, because an aluminium ball would not have been recyclable and is more energy-demanding to produce. To reduce our cardboard imprint, instead of a neck collar we label the underside of the bottle.
An impactful and dynamic media campaign has been created for domestic markets to bring to life the youthful playfulness and versatility of Huile Prodigieuse® Roll-Ons.
Therefore, our European domestic markets campaign will prioritise targeting 18-to-34-year-olds by leveraging digital media platforms and influencers to effectively engage, attract, and recruit these younger users and we will use more traditional press to reach our secondary target of older, existing HP lovers in the 35-to-54 years age group.
The launch into travel retail will be supported by airport activations across the high summer months with podiums and cakes in selected European airports in France, Belgium, Switzerland, Italy, Spain, Spanish Islands and Nordics, with more to come.
In-store, in addition to the main displays, Huile Prodigieuse® Roll-On will also be placed in secondary exposures, adjacent to ‘on trend’ products and seasonal products, and alongside queuing and pay points to help provoke incremental spontaneous purchase.
Thanks to its roll-on ball, users have total control of the flow and direction of the oil, allowing users to glide the ball at any angle and apply the oil with a full 360° range of gestures, ensuring mess-free, pinpoint accuracy. This playful approach to application aims to attract new, younger customers
"We are very confident this launch will be a major hit, satisfying a new need opportunity. The user experience is not only about the product it’s also about its format and the 360° gestures in the application. It is an outstanding example of the products we develop that come from the instinctive desire within Nuxe to search for disruptive innovation that pushes beyond the boundaries of experience. You could say it comes from the heart of who Nuxe is as a brand. Nothing has been lost with this roll-on format. Whilst the format provides a new beautifying gesture offering the coolest, most versatile experience of Huile Prodigieuse® body oil, the oil itself retains all the iconic Huile Prodigieuse® elements; the proven efficacy of its seven precious 100% botanical oils that deliver long lasting hydration and beautify the skin, the unmatched sensoriality of the dry oil’s inimitable texture, and its captivatingly addictive fragrance, with notes of orange blossom, magnolia and vanilla. Our newest format, the 60ml roll-on bottle, is the most travel-friendly, most versatile and most practical way to use our oil anywhere, anytime. From the travel retailer’s perspective this most travel-friendly, most versatile and most practical ‘use anywhere, anytime’ 60ml roll-on bottle, gives them a third distinctly different addition to our 100ml and 50ml bottles," says Elodie Brunner – Nuxe Head of Export & Travel Retail.
