Challenge: Revitalise 70-year-old skincare brand, E45, facing stiff competition and struggling to gain the attention of younger consumers. We needed to make E45 relevant again and give it a role in the lives of its customers.

Insight: E45's new purpose, ‘to make your skin feel comfortable, so you can feel more comfortable in your skin’, led us to powerful clarity: 

No one feels more uncomfortable in their skin than someone assigned a gender they don’t identify with. And, those navigating gender affirmation face overlooked dermatological challenges.

Idea: ‘This is My Space. This is ME45.’ provides intimate glimpses into the skincare routines of trans women in their bathrooms – a space where they can be themselves. The campaign showcases the skin changes that transitioning can bring, highlighting how E45 provides comfort.

Execution:

• Authenticity First: Every decision was made in lockstep with trans people, spearheaded by our trans creative director, and in partnership with the Diversity Standards Collective.

• Easter Eggs of Belonging: Details, like the "winky shark toy," brought joy to trans viewers who rarely see themselves represented on screen.

• Winning Recognition: The campaign won Channel 4’s Diversity in Advertising Award, airing on The International Day Against Homophobia, Biphobia and Transphobia.

• Beyond Representation: We partnered with trans healthcare professionals to publish research on the impact of transitioning on skin in the International Journal of Transgender Health.

Impact:

E45's campaign achieved remarkable results: 77% higher ad awareness, 28% increased attention, and significant positive buzz (+64%) and reputation (+23%) growth, especially among younger consumers. This translated to a 28% surge in purchase intent and 46% higher Amazon sales, all while shifting the online conversation from one of hostility to one of ‘joy’.