‘This Is Me. This Is My Space.’ is the new Channel 4 Diversity in Advertising Award-winning campaign from skincare brand E45.

The campaign, created with the help of T&Pm, shines a light on the skin changes that transgender, non-binary and gender diverse people experience, celebrating trans+ stories.

When transitioning, trans+ people experience all kinds of changes, including the way their skin looks and feels. Through hormone therapy or hair removal, skin changes are a significant part of gender exploration and transition. Sometimes this can be uncomfortable and where many are not prepared for these changes, skin issues can contribute to dysmorphia.

E45 has funded research into the dermatological aspects of gender-affirming treatment, led by Professor Jon Arcelus and Professor Walter Bouman of the University of Nottingham, and Dr Kamilla Kamaruddin of the East of England Gender Service. The hope is to increase education and improve awareness amongst the transgender, non-binary and gender-diverse population, as well as the healthcare professionals who may look after them.

Through both a creative campaign that brings the Trans+ skin experience and practical research and findings that help to improve healthcare for trans+ people, the campaign is taking steps to create meaningful change.

At the heart of the campaign, a hero film features trans women performing their daily skincare routines and rituals, from waxing to exfoliating and moisturising. The film captures the intimate feeling of being in your own bathroom and taking pleasure in looking after yourself, preparing for the day. The bathroom acts as a safe space where people can be themselves and take time to feel comfortable in their own skin away from the outside world.

The film was directed by Sophia Ray of Academy Films, who captures the identities of the talent to tell an authentic, uplifting story. It includes little Easter eggs for those in the know, from a genuine ‘Notorious HRT’ pot created by Rose Schmits of The Great Pottery Throw Down, to a winking blue shark.

To achieve authenticity, whilst creating the campaign E45 consulted with trans and non-binary people from a range of backgrounds. The consultations were facilitated by The Diversity Standards Collective, a specialist research agency, and by WPP Unite, the global community for LGBTQIA+ people and allies working within the WPP network, including at T&Pm.

“We’re proud to share this first of a kind portrayal of trans women on their journey to becoming more comfortable in their skin, shining a light on the realities – both painful and joyful – involved. In doing so, we hope to create visibility and empathy for all trans people. E45 has always been a brand for everyone,” says Sally Perry (she/her), Global Skin Health Category Director on E45 at Karo Healthcare.

Testament to the campaign’s authentic, uplifting portrayal of the Trans+ experience, it has won the annual Channel 4 Diversity in Advertising Award which means it will be backed by over £1 million worth of commercial advertising airtime across the Channel 4 network.

This year the C4 award brief was to focus on a misrepresented part of the LGBTQIA+ community. E45 responded with a playful yet profound pitch, extending its existing ‘This is ME45’ brand platform to shine a light on the skin experiences of a community that are almost invisible in advertising, featuring in less than 1% of ads.

Through compelling storytelling based on insight from real people within a community, the campaign amplifies a universal truth about the importance of feeling comfortable in your own skin. By bringing to life the skin stories of Trans+ people, E45 showcases its commitment to skin care for all.