E45: The Beauty of Simplicity

E45, a skincare brand, reversed its declining sales by reframing the brands' simplicity, making it more emotionally engaging for consumers in the UK.

Campaign details

Brand: E45Client: E45Agency: Havas London

Executive summary

Some time, a long time ago, E45 was cutting edge in skincare.

Fast forward 67 years, to an era where Gwynnie's Goop and Korean-Beauty 10 step routines rule.

Where complexity is King and we're perpetually chasing the next big thing.

The times had changed, but E45 hadn't.

We were back of the bathroom cabinet, not seen or touched in years. Sales were plummeting.

We needed to find a way to evolve to avoid extinction.

It was time to dust off the cobwebs and take a look...

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