E45 moves into daily body care

Published: 12-Mar-2008

With a 50 year history of dermatological recommendation it’s been a long time coming but E45 has now branched out to challenge competitors in the mass market daily body skin care sector.

With a 50 year history of dermatological recommendation it’s been a long time coming but E45 has now branched out to challenge competitors in the mass market daily body skin care sector.

The Endless Moisture range is claimed to keep skin continuously moisturised for at least 24 hours with a single application. The line-up comprises a Light Caring Body Milk for normal to dry skin in two sizes and Replenishing Care Body Cream for dry to very dry skin, both in lightly fragranced and fragrance-free variants. All use a patented technology, Constant Moisture Build, created by the E45 dermatology team. Containing a blend of natural lipids and glycerine, the complex is said to replenish lost moisture continually to build and maintain moisture levels.

For E45, owned by Reckitt Benckiser, it’s the first new product in 15 years and the brand’s first in beauty.

Price: 200ml milk, £3.99; 400ml milk, £5.99; 100ml cream, £6.99

Availability: UK

Launch: Now

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