E45 spray

Reckitt Benckiser has launched two E45 lotions in a fast-absorbing spray format for the first time.

Aimed at dry skin sufferers who lead busy lifestyles, E45 Fast Derma Protect Acting 24H Spray Moisturiser and Intense Recovery Fast Acting 24H are making their debut in Tesco, Sainsbury’s and Superdrug now.

The dermatologically tested, perfume-free products (rsp: £5.99/200ml), which promises to lock in moisture for ‘all-day hydration’, are due to go on sale in Morrisons and Asda later this year.

A £1.6m TV advertising campaign and integrated 360 activity will support the launch.

“As the leading expert in dry skin, E45 is transforming the way consumers moisturise to ensure we don’t neglect our largest body organ,” said an E45 spokeswoman.

“Shoppers are searching for trusted solutions that are not only highly efficacious but fit effortlessly into their time-poor lives and everyday skincare regimes.”

The dry skin category has recorded 17% value sales growth to £98m [Nielsen year to 2 January 2016].