E45 advert

[MrTiddlesTheCat]

Anyone seen this? It just came on in an ad break on C4. No issue at all with them marketing their product to transwomen, but using the tagline 'This is my space' seems incredibly goady.

www.tiktok.com/@avril_lgbtqia/video/7370620177400007968

Yes, I saw it last night - aimed at ‘transitioning skin’. I don’t know how much these ads cost, but surely it’s a pretty niche market.

If the advert has just launched how is it already "award winning"?

Suspect it is running now due to Pride month

Agree with goady but more the toilet part (though doesn't show which toilets they are in, but won't hold my breath that they are in the cubicle in a men's) as there is no use for E45 there: other places (bathroom, bedroom) yeah I can see why. Toilet: nah, just goady.

Fuck E45, performative virtue signallers. Aqueous cream all the way now.

Well that's another brand I'll not buy.
(don't currently anyway)

E45 is a pile of greasy psorisis inducing overpriced shite anyway.

"be comfortable in your own skin"....<smirk> bit of an unintentional dig at trans people there. Oopsie!!

There’s a thread from 21/05 about it - I know sometimes MN’s search function goes wonky 😊

I've watched this twice and I'm pretty sure they are meant to be in their own bathrooms in their own homes rather than in public women's toilets.

It's obviously performative for Pride month but they will be doing it because they've calculated they will make more money from it than they will lose from GC people boycotting it.

I’ll not be buying E45 cream myself as it isn’t aimed at me but the ad is clearly set in their own bathroom at home. But does feel performative

Yes I agree it's their own bathrooms. I still think the choice of wording is goady though.

It's been on for a couple of months. I threw away dp's E45, which to be fair, I had bought, and replaced it with aveeno and told him why, he laughed and was fine with it.

Yes, very goady. Ugh, horrible.
Also likely to turn off female (ie majority) customer base.

So glad I’m allergic to E45- it’s rubbish anyway

Just re-watched it and I agree about the toilet, unless they are in one of those very trendy place which decorate the toilet like it's at home.

It uses religious imagery, rising from the water 'reborn' as in a baptism, to promote itself, playing straight into the cultish reality of transgenderism. Interesting. Pretty niche, though and the toilet bit is just yuck. What do you need E45 cream for on the loo? (Just thought about that, and it's worrying.)

Just in case, I'm going to warn against using aqueous cream as a leave-on product, at least, if it's got SLS in it (as it usually does). DP was given or recommended aqueous cream by GPs for his eczema as a moisturiser for years, and is now so sensitised to SLS he even has to use SLS-free toothpaste. It's a total pain in the arse. Especially when you have to find hippy toothpaste that's SLS-free but not so hippyish that it's missing fluoride.

Yes, it's definitely having their cake and eating it – they can't be accused of endorsing men in public women's spaces, but get to use and weaponise the notion of 'whose space is it?'
And including toilets, not just bathrooms with a toilet and also a sink, bath etc, is deliberately provocative; who the hell applies moisturiser in a loo?

Just seen it for the first time on Dave. So that's another product I won't be buying again.

Aqueous cream is cheaper and does the same job anyway, E45 is no better on my eczema.

SLS is the work of the devil! This Colgate toothpaste has fluoride and is SLS free

boots.com/colgate-total-advanced-gum-care-toothpaste-75ml-10307063p

Thanks for the recommendation. He's using a brand called Waken at the moment but it's always good to know of lines from more mainstream brands in case of e.g. getting stuck with only physical shops.

You're right that it's a bugger of an ingredient if you're unlucky enough to get sensitised.

@BetterWithOrWithout I had no idea that this could happen. Thanks for the heads up, I have checked my aqueous cream and it has SLS. Luckily there is one on Amazon without, so I will order that instead, unless you can recommend a good general dry skin moisturiser?

I would guess that the SLS-free aqueous cream should be fine, and the stuff with SLS you can still use as a soap alternative. I use various SLS-containing products myself, and just avoid heavy use of anything that's leave-on, because becoming sensitised myself would be really annoying

I don't know what actual level of exposure it takes to sensitise someone to SLS — I know DP was rubbing (SLS-containing) aqueous cream into his dry skin and using it in wet wraps for years and years, so I guess he was more likely than average to get sensitised eventually. And now he has to download and check safety data sheets for washing-up liquid 🤣

Sounds like a nightmare, I have enough label reading to do with DGC being lactose intolerant!

I like epaderm cream as a moisturiser. SLS free.