Radox has struck a fundraising partnership with the British Heart Foundation as it underlines the brand's association with relaxation.
The tie-up coincides with the appointment of Slice PR to the brand's £150,000 account, comprising its core bath and shower-gel ranges.
Part of consumer goods group Sara Lee HBC, Radox is about to market its first range of deodorants, which Slice has handled on a project basis since January.
Slice secured the full brief last month. It is understood to have pitched against previous incumbent the Bottom Line Consultancy.
The BHF partnership launches in October, and will be promoted significantly around Valentine's Day next February and Heart Awareness Week next June.