The launch of Lotion E45

Colin Mitchell

E45 cream is used in the treatment of dry skin conditions such as eczema and psoriasis but many consumers were using it for toiletry purposes such as general moisturising.
Agency: BMP DDBAuthor: Colin Mitchell

The launch of lotion E45

INTRODUCTION. THE E45 BRAND

Cream E45 is a rich emollient used in the treatment of dry skin conditions such as eczema, psoriasis and dermatitis. It is part of a complete therapeutic range which now includes Bath E45, Wash E45 and HC45 (a light hydrocortisone steroid cream). Since its launch in the 1950s it has enjoyed remarkable year-on-year growth (particularly in thelast 10 years with the recent boom in consumer self-diagnosis). This has resulted in the brand becoming the most important in the Crookes Healthcare portfolio....

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