The campaign was created by advertising agency Euro RSCG.
The Reckitt Benckiser owned brand aims to cut through the “over-crowded beauty market” and “high-tech” products and emphasise its position as a simple and effective everyday product for dry skin particularly as colder weather approaches and consumers look for a trusted brand.
E45 Cream is also recognized by healthcare professionals as a treatment for more serious dry skin conditions like eczema and dermatitis.
The brand launched its TV debut in autumn last year and saw an increase in growth and market share as a result.
E45 Cream was bought by Reckitt Benckiser in 2006 as part of the acquisition of Boots Healthcare International.