E45 Summer Range

E45 is one of those brands that we quietly have been enjoying and admiring for years. As the "Ronseal for dry skin" (It does exactly what it says on the tube!") a small survey among our friends revealed that it had 100% coverage on their beauty shelves. Not bad for a relatively quiet brand, just goes to show what a little product effectiveness does. But low and behold, following the huge increase in TV marketing spend on fragrances (try and recall some fragrance ads from the early 90s - you'll be struggling), E45 is bowing to the trend. So, soon the #1 dry-skin brand 'as recommended by Healthcare Professionals' and discovered by friends, will feature on the small screen with its endless Moisture range. Just in time for summer, its Body milk and Care Replenishment Cream promise to keep dry skin moisturised in the sun for up to 24 hours. I guess that as long as E45 continues doing what it is meant to do without all the fuss, we will still admire E45 as the unpretentious genius that it is.