As we near the close of 2024, BITE is wrapping up the top 10 moments of the past year and what learnings marketers can take with them into the new year. At Number 8 E45 shows the enduring power of inclusive marketing.

Against a backdrop of anti-trans media rhetoric, a rise in hate crimes and a polarising political landscape, 2024 was a year of sharp edges for equity. The past 12 months saw brands including Target and Nike rollback pride campaigns amid concerns that LGBTQIA+ focused marketing and subsequent potential backlash from the far right could be damaging to a brand’s bottom line. At a time when people need to see support the most, brands are backing down to hate. Despite the fact that there are a multitude of data points that prove that inclusion is actually a driver of business growth.

Yet, one brand unafraid to face potential backlash, aware of the benefits of authentic inclusion and willing to stand strong behind its values is E45. Its award-winning campaign from T&Pm shines a light on the skin changes that transgender, non-binary and gender diverse people experience, celebrating Trans+ stories. The campaign unapologetically speaks to Trans+ audiences and showcases trans+ joy, in an industry that so often reverts to lazy stereotypes.

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.

Representation matters

The campaign was the winning idea from the annual Channel 4 Diversity in Advertising Award. This year the award brief was to focus on a misrepresented part of the LGBTQIA+ community. The campaign resonated so well with audiences and judges due to its authenticity and three-dimensional representation of Trans+ people.

Sophia Ray of Academy Films directed the film and helped to capture 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. At Outvertising Live 2024, Rachel Bowen, Division Director at Halpern shared that during the creation of the campaign the team brought in trans+ voices to share their experiences and shape the storytelling. This also meant that the entire team was fully brought in and understood the importance of the campaign.

The campaign’s  authentic, uplifting portrayal of the Trans+ experience is particularly important as earlier this year at the Allies Coming out for Trans+ (ACT+)’s Executive Briefing, Marty Davies (she/they), Founder of Smarty Pants consultancy shone a light on the unarguable correlation between the 170% increase in media stories about trans people and the 110% increase in hate crime. Representation matters. Campaigns that show Trans+ people in their entirety contribute to the joyful stories that counteract the media narrative of hate.

As a brand that helps people feel more comfortable in their skin, E45 had a genuine and authentic right to play in the space. As well as the campaign film, E45 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. Ultimately the campaign works so well because the north star is helping the community.

Inclusion benefits business

Beyond inclusion the campaign shows the benefits of E45 and positions the brand as a leader in the skincare category. By preparing for backlash, the brand has been able to stand by its values and protect its talent and employees without flip flopping on the message or compromising sales.

Where Outvertising data shows that 67% of LGBTQIA+ consumers are more likely to recommend items that they see in advertising than their non LGBTQIA+ peers (49%) and Glaad’s LGBTQ Inclusion in Advertising & Media report shows that companies benefit from including LGBTQ people in advertisements, the business benefit of inclusion is clear.

The campaign is a masterclass in the enduring power of inclusion when executed correctly. By bringing to life the skin stories of Trans+ people, E45 was able to showcase its commitment to skin care for all.