THIS IS ME45

E45, a trusted skincare brand for 70 years, faced the challenge of staying relevant in a competitive market while deepening its emotional connection with younger, diverse audiences. In response, E45’s THIS IS ME 45 campaign redefined the brand by focusing on the unique skincare needs of transgender individuals during their transition journey.

Winners of Channel 4's Diversity in Advertising Award 2023, the campaign highlighted the real experiences of trans people and the dermatological challenges they face, aiming to foster empathy, break stigma, and celebrate resilience. The result? A powerful, inclusive message that reached 8.7 million VOD impressions, 2.3 million social views, and drove impressive brand impact— with a 29% increase in purchase intent among 18-34s and a 15% rise in skin treatment sales. E45 didn’t just promote skin care—it championed skin comfort for all, establishing a new era of inclusivity for the brand.