Having a 50-year history of dermatological recommendation it’s been a long time coming for E45 to branch out and challenge competitors on the mass-market C&T shelves. And that is exactly what the brand has done with the launch of the new Moisture Care Body Range.
The range comprises a mixture of light body milks and more intensive creams formulated with an ‘Endless Moisture’ patented technology that is said to allow the creams to give the skin a longer lasting moisturised feel. The technology, called Constant Moisture Build has been created by the E45 dermatology team and is said to replenish lost moisture continually. Based on the original E45 complex, the range is lighter and contains a complex of natural lipid and glycerine.
Being the first time E45 has launched a new product in 15 years, and the first for the beauty shelves, the company is understandably excited about challenging their peers, such as Nivea, who have held court for some time.
The brand is currently sold in Tesco and Boots and will be rolled out to all major pharmacy’s and grocery retailers. The products range from £3.99 to £6.99.