E45 Signs Nicola Adams For Brand Refresh

Skin care brand E45 has unveiled a new brand repositioning campaign and strapline: Straight Up Skincare, teaming up with double Olympic champion Nicola Adams to launch the campaign. 

E45 has partnered with creative agency Havas London for the campaign, supported with a talent-led PR campaign by sister Havas company Cake and a Knucklehead directed TV spot, to deliver a glimpse into the boxer’s everyday life.

Kate Sweeney, category marketing manager, Reckitt Benckiser said of the campaign: “We’re very proud to have more than 60 years’ heritage as one of the best-known and most loved skin care brands in the UK. However, we know many of our consumers are only using E45 when they have a problem with their skin, and not as part of their everyday skincare routine. It’s this misconception that we’re setting out to challenge with the new campaign.

“Today, E45 is a high quality but straightforward brand with a mission of providing consumers with products that give their dry skin exactly what it needs to feel good. Nicola, an existing E45 user who boasts many of characteristics of this new brand direction herself, is the perfect person to help us bring that to life.”

The PR campaign which launches today will lead on the insight that 81% women feel bombarded and confused by conflicting skincare benefits, positioning E45 as a straightforward solution which caters to their everyday skin care needs.

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