Featured Brand - E45
Featured Brand
Dry skin conditions, such as eczema, are particularly common skin conditions that cause itchy skin.1 They are particularly prevalent in the young, affecting up to 30% of children.2
Emollients can be recommended to help manage dry skin conditions, including eczema. They both replace and trap moisture by coating the skin with a protective film,3 and a study showed that using emollients correctly could reduce symptom severity by up to 89%.4
E45 has been recommended by healthcare professionals for over 70 years to care for dry skin conditions, helping customers to feel more comfortable in their skin.
E45 Itch Relief Cream (GSL)5
E45 Itch Relief Cream treats and soothes itch caused by eczema and other dry skin conditions and is suitable for adults and children over the age of 1 month.
It can be recommended for the treatment of pruritus (itch), eczema, dermatitis and scaling skin conditions, where an antipruritic (itch-reducing) or hydrating effect is needed.
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The non-greasy, non-perfumed cream contains 5% urea and 3% lauromacrogols for moisturising and anti-itch dual action.
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The cream has also been shown to increase the lipid content of the epidermis, leaving the skin feeling calm and comfortable.
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Advise customers to apply the E45 Itch Relief Cream to the affected area twice a day. When used as recommended, it can provide hydration for up to 24 hours.
The product should not be used on acutely red, oozing, infected or inflamed skin.
E45 Cream (GSL)
E45 Cream is an emollient that is indicated for the symptomatic relief of dry skin conditions, where an emollient is appropriate, including:6
Flaking
Chapped skin
Ichthyosis
Traumatic dermatitis
Sunburn
The dry stage of eczema
Certain dry cases of psoriasis.
The non-greasy formulation is perfume-free and contains 1% anhydrous lanolin, 14.5% white soft paraffin and 12.6% light liquid paraffin.6 Its emollient moisturising properties help to keep skin hydrated and leave it feeling soft, comfortable and relieved.7
Suitable for adults and children over the age of 1 month, customers should be advised to apply it to the affected area of the body two or three times daily.6
The E45 Cream should not be used near the mouth, inner nose, eyes, genital area or on broken skin.7
Remind customers that they should not smoke or go near naked flames after using the E45 Itch Relief Cream or E45 Cream. Fabric, such as clothing or bedding, that has been in contact with these products will burn more easily, even after washing.
E45 Sun Care range
For customers with dry, sensitive and eczema-prone skin, you can also recommend the new E45 Sun Care range, which provides high and broad UVA/B protection. The sun lotion formulations have showed 100% tolerability in a study in those with sensitive skin.*
The lightweight formulations are rapidly absorbed and provide long-lasting hydration, leaving skin soothed and nourished, removing the need for customers to also apply moisturiser, making suncare more convenient. They feature modern filters that are safe for the skin, are fragrance-free, and the body lotions and sprays are also formulated to minimise their ecological impact.
A range of formulations with SPF 50+ and SPF 30 protection are available to suit the whole family:
Suitable for children and babies over the age of 6 months, the E45 Kids & Baby Lotion for Sensitive Skin provides SPF50+ protection and is extra water resistant, allowing little ones to swim and play without losing protection.
Remind customers to apply sun protection generously before exposure and to reapply frequently, particularly after perspiring, swimming or using a towel.
*Study of 30 volunteers with normal or sensitive skin (dry, very dry or atopic-prone skin) using E45 Sun Body Lotion SPF 50+ and SPF 30 for 7 days. Product effectiveness was assessed by measuring skin moisture and transepidermal water loss (TEWL) in combination with a satisfaction questionnaire completed by volunteers
Featured brand summary
When applied twice a day as directed, the E45 Itch Cream can provide hydration for up to 24 hours and soothes itch caused by eczema and other dry skin conditions5
The E45 Cream can be recommended to relieve a range of dry skin conditions and leaves the skin feeling soft and comfortable6
For expert sun protection, the E45 Sun Care range is suitable for dry, sensitive and eczema-prone skin and provides high and broad UVA/B protection