Helping people feel comfortable in their skin. It is a simple brand proposition, yet one that is delivered with equal parts creative confidence and clarity in The&Partnership’s relaunch of iconic skincare brand E45.

The relaunch, which follows the acquisition of the brand by Karo Healthcare from Reckitt last year, was conceived by The&Partnership and mSix group. 

A new brand platform ‘This is ME45’ successfully swerves the well-trodden road of nostalgia marketing, so often taken by established brands in a challenging economic climate. Instead, the forward-facing campaign is focused on ensuring people feel comfortable in their skin, both physically and emotionally. 

The campaign is elevated by the sensitive and expansive lens of director Tajana Tokyo of Somesuch. Its street casting of people with genuine skin conditions results in an authentic portrayal of modern Britain. 

The hero film is supported by a series of 10-second product focused addressable social films with further bring the E45 range to life. From parents looking to relieve childhood eczema, to everyday dry-skin sufferers who want a soothing moisturiser. In organic social, there will also be behind the scenes footage of the cast talking about their relationship with their skin. An honest approach which successful communicates the comfort of the cream in everyday situations and micro-moments of relief.

“The opportunity to create a fresh new platform for a brand as iconic as E45 is really exciting,” said Toby Allen, ECD of The&Partnership. “‘This is ME45’ captures the proud and unapologetic confidence of people feeling comfortable in their skin, physically and emotionally. Our Director, Tajana Tokyo from Somesuch, street-cast real people with their own skin stories, in a spot that brims with confidence.” 

Sally Perry, Global Skin Health Category Director at Karo, added: “This campaign marks the start of a whole new chapter for E45. We’re refreshing the brand’s visual identity and tone of voice, we’ve overhauled the brand strategy to create a more emotive, confident platform for communications, and we’ve been developing an exciting pipeline of new product innovations – the latest of which will land on shelves next year. ‘THIS IS ME45’ is the perfect creative vehicle to deliver all of our ambitions for the brand over the next five years, and beyond.” 

The power of looking forward is clearly already a winning creative strategy for the brand. With E45 and its agency The&Partnership successfully scooping Channel 4’s £1 million 2023 Diversity in Advertising Award.

The campaign was chosen from six finalists who rose to the challenge to address the lack of authentic representation of LGBTQIA+ communities in TV advertising across the UK.

A panel of 13, which included leaders from the advertising industry as well as people from the LGBTQI+ community, selected E45 and The&Partnership’s campaign pitch from the shortlisted finalists. The campaign will now be produced and broadcast in 2024 and will receive £1 million worth of free advertising space across Channel 4’s portfolio.