Top Marketing Campaign Series: E45’s Repositioning Campaign “Straight Up Skin Care”

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Leading British skincare brand E45 launched a campaign named “Straight Up Skin Care” starring the Olympic boxing champion Nicola Adams.

The new marketing and accompanying strapline, “straight up skincare“, aimed to shift the perception of E45 from a remedy for an extremely dry skin to an everyday product.

It revolved around the life of a professional boxer who undergoes rigorous training and hard work every day. She is confident about her choices, thinks straight and lives a disciplined life in a very straightforward manner.

- Neeti Brand Accelerator Marketing Campaigns 212x300 - Top Marketing Campaign Series: E45’s Repositioning Campaign “Straight Up Skin Care”The campaign projects E45 as a fuss-free, uncomplicated straightforward daily skin care brand. It gives out a clear message that it takes care of your skin without any nonsense around.

Adams is meant to embody the skincare brand’s fuss-free, uncomplicated ethos. Nicola personifies the brand’s straight talking and no-nonsense belief.

The brand presents itself as a perfect match to the modern lifestyle of people in general.

Unlike other skin care brands boasting about their ingredients, features and benefits E45 talks about daily skin care only.

Like Adams people are just looking forward to maintaining their skin without getting into too much complexity. It has been shown as a perfect fit for the lifestyle.

E45 has positioned itself as a less complex alternative to a multitude of skin care products after it found last year that 81% of UK women felt ‘completely and utterly bombarded’ by health and wellbeing messages and they have a desire for things to be less complex.

 Click here for video: Straight Up Skin Care 1

This campaign gained immense popularity. The brand was able to reposition itself as a straightforward, uncomplicated, everyday product, through Adams – who shares the same fuss-free, uncomplicated ethos – as its ambassador. 

After the success of their debut campaign, the brand E45 has launched the second campaign under its Straight Up Skincare banner, reprising Nicola’s role as the face of E45.

The latest campaign – which promotes E45 Rich, its new, premium range – gives a glimpse into Adams’ hectic lifestyle as she balances time between her hometown of Leeds and her training base in San Francisco. The viewer sees her skin being put through extremes, from a freezing jog in the UK to a chlorine-filled pool in the US – demonstrating that when we put our skin through more, we need to give more back.

- Neeti Brand Accelerator Straight Up Skincare 300x300 - Top Marketing Campaign Series: E45’s Repositioning Campaign “Straight Up Skin Care”The new E45 Rich range has been developed for precisely this: when your skin needs that little extra moisturization and care, but you don’t want all the added, complicated ingredients other moisturizers can offer.

So many women in the UK experience hectic lifestyles, and Nicola’s split between Leeds and San Francisco is a great representation of the amount we put our skin through every day.

Click here for video: Straight Up Skin Care 2 

Charlotte Schloesing, Marketing Director at Reckitt Benckiser says: “After the success of last year’s campaign, we’re thrilled to retain Nicola as the ambassador of E45. So many women in the UK experience hectic lifestyles, and Nicola’s split between Leeds and San Francisco is a great representation of the amount we put our skin through every day.”

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