The new Huile Prodigieuse roll-on is described as travel friendly, versatile and practical.

French beauty house Nuxe has launched a 60ml Roll On format for its popular Huile Prodigieuse body oil, giving consumers a handy new way to apply the product.

The Huile Prodigieuse oil for body, face and hair launched 34 years ago and, until now, as only ever been offered in its traditional bottle.

While oil itself retains the signature efficacy and sensoriality that it’s known for, this new format gives rise to a new delivery method for added precision and accuracy when applying.

With the roll-on ball, users can nimbly control of the flow and direction of the oil, allowing them to glide it at any angle for a mess-free application.

“We are very confident this launch will be a major hit, satisfying a new need opportunity,” said Elodie Brunner – Nuxe Head of Export & Travel Retail. 

“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.”

The dry oil contains seven precious botanical oils with an orange blossom, magnolia and vanilla fragrance for long-lasting skin hydration. It’s suitable for all skin types.

She continued: “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.”

Nuxe believes the playful new format will help to attract new customers, especially younger consumers aged 18-34.

The premium status of the product is maintained by a contemporary presentation in a glass bottle, topped with a gold metallic cap, embossed with the Nuxe tree.

Its elements can be separated and recycled separately. For example, a plastic roller ball has been selected over an aluminium one and, instead of producing a cardboard imprint for a neck collar, the underside of the bottle is labelled with handy information.

Domestic markets will see an impactful and dynamic media campaign that brings to life the ‘youthful playfulness and versatility’ of the Huile Prodigieuse Roll-On.

The European domestic markets campaign will prioritise targeting 18- to 34-year-olds by leveraging digital media platforms and influencers to engage, attract and recruit these younger users.

More traditional press will be utilised to reach the company’s secondary target of older, existing Huile Prodigieuse fans in the 35- to 54-year-old age group.

The launch in travel retail will be supported by airport activations across the high summer months with podiums in selected European airports in France, Belgium, Switzerland, Italy, Spain, the Spanish Islands and the Nordics, with more to come.

In store, in addition to the main displays, the Huile Prodigieuse Roll On will be placed in secondary exposures adjacent to ‘on trend’ products and seasonal products, and alongside queuing and pay points to help stimulate incremental impulse purchasing.

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