E45 had established that there was an opportunity for the brand to extend from the therapeutic segment of the body care market into the cosmetic area.
E45 was seen as an effective, rich, safe and reliable problem solver. The challenge was to identify how the brand could be credibly stretched in a category that was far more emotional – happy and sensual without damaging the brand’s credentials.
The skincare packaging design does the job of emotionally capturing the proposition so well that E45’s advertising agency adopted it within their campaign – praise indeed!