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BACK TO THE FUTURE WITH E45

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E45 endless moisture. Skin never felt so good for so long.

PHOTO CREDIT: WWW.e45.COM

In my first book, THE LOWDOWN ON FACELIFTS AND OTHER WRINKLE REMEDIES (QUADRILLE 2000), I noted when talking about anti-ageing creams, that most British women were not into cosmeceuticals like Americans were. In fact, many told me that they only used some E45 when their face felt dry occasionally in cold weather and some didn’t even do that. It was introduced to me as the classical “go to” moisturising cream for the non-skincare user.

Fast forward to 2009 – E45 Cream the UK’s best selling moisturiser brand for dry skin got a facelift and a £1.5m TV campaign to go along with it. This age old moisturising cream is the stuff that Grannie used – like the Noxzema Skin Cream or Oil of Olay of my generation in America. The fresh new positioning is intended to relaunch E45 as a simple, reliable, tried and true British brand that delivers what it says. It doesn’t have all the bells and whistles, in fact, it doesn’t have any of them. It is still pretty much the same white cream you remember – but the bottles are new and the blue labels are modern. As the cold, dry winter winds approach, many can take comfort in the fact that E45 is still there to soothe and soften dry, cracked, environmentally challenged skin and help relieve itchiness.

The new products include Light Care Body Milk and Replenishing Care Body Cream for extra dry skin. Both come in lightly fragranced and fragrance free – and the Milk comes in 200 ml and 400 ml bottles, the cream is a generous tube. For £3.99 – 7.99, you can stock up to get you through winter and beyond. www.e45.com

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