Post by Reckitt

How did we take a century of heritage and turn it into TikTok’s #1 hygiene brand? By listening to a new generation of consumers who want effective protection that feels like a wellness ritual, not a clinical chore. Dettol Activ Botany was engineered to address consumer barriers. Moving the iconic antiseptic liquid away from perceptions of chemical harshness and a clinical scent towards a new standard of gentle efficacy – backed by the same 99.999% germ kill. China’s 80% digital landscape enabled us to move at the speed of the consumer. We used live sentiment to fine-tune our 360° strategy, ensuring our e-commerce and influencer partnerships were aligned with real-world demand. “Our targeted 360 launch in China has enabled us to scale rapidly and maintain strong brand equity with outstanding consumer feedback,” says Ioannis Dostas, VP Dettol at Reckitt. The consumer barriers addressed in China resonate worldwide. By taking these insights as a foundation, we are scaling Dettol Activ Botany to 14 more countries in 2026 – combining a proven global blueprint with a targeted approach for local nuances. Explore the science and strategy behind Dettol Activ Botany: http://spkl.io/6044A2t9s #ThisIsReckitt #Dettol #Innovation