Nuxe glides forward with reimagined Huile Prodigieuse Roll-On format

Nuxe has introduced The Huile Prodigieuse Roll-On – the latest iteration of its best-selling Huile Prodigieuse multi-purpose oil for body, face and hair. It is available in both core Huile Prodigieuse and Huile Prodigieuse Or variants.

Designed for precision, convenience and portability, the 60ml roll-on format offers a new way of engaging with dry oil through a 360° rolling application. It supports controlled, mess-free, on-the-go use and introduces a level of playfulness and tactility to the application ritual, Nuxe says.

The brand is supporting the launch with a dedicated European marketing campaign, using digital platforms to engage younger consumers while maintaining presence in traditional media for its existing audience. In travel retail, high-season activations are planned at select airports across France, Belgium, Switzerland, Italy, Spain and the Nordics with more to come.

Nuxe expects the launch to appeal strongly to younger consumers, particularly the 18 to 34-year-old demographic, seeking versatile and intuitive beauty solutions that integrate seamlessly into their busy lifestyles. The product was designed to also engage existing users of Huile Prodigieuse, by providing an additional application option that complements the brand’s traditional formats.

The oil formulation has remained the same and includes seven 100% botanical oils, combined in a dry-touch, non-greasy texture that absorbs quickly into the skin. The familiar scent profile of orange blossom, magnolia and vanilla has also been preserved.

The roll-on comes in a glass bottle with gold-toned metallic cap. Key sustainable packaging elements – such as the use of a recyclable plastic roller ball and reduced outer packaging – reinforce the brand’s environmental commitments.

Nuxe Head of Export & Travel Retail Elodie Brunner commented, “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 Huile Prodigieuse elements.”

She concluded: “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.”