The new E45 advert

[WingsofRain]

I saw a new advert for E45 last night demonstrating the cream’s role in a person’s gender transition process and was rather surprised by it.

I realise it’s Pride month but surely aiming their product at a very small proportion of the population while running the risk of alienating a much larger group (women, often with children), isn’t a great business idea?

It seems to me to be a bit of an own goal if it’s just virtue signalling. It’s definitely put me off buying E45 in future.

There have been several threads on e45 recently

https://www.mumsnet.com/talk/womens_rights/5079823-e45-cream-makers

https://www.mumsnet.com/talk/womens_rights/5087854-e45-advert

They are of course free to market to whichever segment of the population they want. However in one of those threads, we discussed the relatively recent change in brand ownership and how this is consistent with the new owners portfolio.

E45 has practically saturated the UK market despite not actually being very good-

So I guess they may think this appeals to a new younger market of teens/ young adults.

Or just impress the new owners or win diversity awards.

Thank you! I didn’t search far enough back before posting.

No worries, we all know the MN search function isn’t great.

They are after diversity points. It is now a brand I won't buy any more.

They can advertise however they want. Its still a shit product, for me anyway.

It's a shit product in general @CocoapuffPuff

It has some sort of hold on the nation though (see also Savlon and Sudocrem)

Absolutely everyone in clinic with dry skin will say 'But I've been using E45!' Switch them to something else and problem solved.

It is now a brand I won't buy any more. ditto

Can I ask what is a good alternative to E45? I've been using it for years.

Superdrug vitamin e body cream works for me. Its not heavy or greasy like e45. It has a light scent, possibly almonds. It's cheap, lasts for ages and soothes dry skin beautifully.

Cerave might be a good replacement and not too expensive. I find the basic cream is good on both face and body.

Thanks @Keenovay I already use that on my face. Silly me!

@GeorgeOrwellsTurningGrave
Aproderm - the oat-based one is my favourite; the standard one is prescribed for me. Better than all the Bases 😄