Karo ME45: This is My Space

Our research into users of E45 led us to powerful insight from the trans community; those navigating gender affirmation treatment often feel physically and emotionally uncomfortable in their skin. This insight inspired our Channel 4 Diversity in Advertising Award-winning campaign, showcasing the everyday skincare routines of trans women. The campaign went beyond representation, partnering with trans healthcare professionals to publish a medical review, commissioning research on trans representation in advertising, and was led internally by T&PM's own LGBTQIA+ employees. This multifaceted approach not only celebrated the trans community but also drove significant business growth for E45, proving that inclusive advertising can have both a positive societal and business impact.

E45, despite its 70-year heritage, was losing market share to new competitors. We needed to reawaken this sleeping giant with a renewed purpose and way of connecting with younger audiences, while staying true to its core value of skin comfort. The challenge was to find a relevant and authentic way to reintroduce E45 to a modern audience and establish its place in today's society.

We identified a powerful synergy between E45's mission to help every body feel comfortable in their skin and the unique and often overlooked skincare needs of the trans community. Partnering with the Diversity Standards Collective, we conducted interviews with trans people to understand how their transitioning journeys had impacted their skin. Learning about unique and often overlooked dermatological challenges ranging range from HRT-induced dryness, irritation from shaving, waxing, electrolysis, tucking and shape wear, to surgery scars.

The campaign, set in the privacy of real trans women’s bathrooms - a space where they could feel free to truly be themselves - aired on Channel 4. It provided light-hearted and joyful glimpses into trans women’s daily skincare routines, reaching allies of the trans community on VOD, it was further supposed by social media content featuring trans influencers.

The representation in the campaign was backed up by active allyship for the trans community from E45, who utilised their healthcare professional network to publish a systematic review of the impact of transitioning on skin. This has been published and presented at multiple trans healthcare events globally, informing healthcare provisions for transitioning skin on an international level.

The campaign also sparked positive conversations online, with 73% of mentions expressing "joy." Most importantly, it provided authentic representation for the trans community and drove positive change in trans healthcare, solidifying E45's position as a champion for inclusive skincare.