Crookes Healthcare, Boots’ healthcare brands subsidiary, is
launching a TV advertising campaign for its range of skincare products,
Skin Confidence, launched under its E45 brand just over a month ago.
Advertising for the range coincides with the promotion of Crookes’
skincare marketing manager Nick Evans. He takes on the title of
marketing director for skincare and will report straight to managing
director William Cotton.
It will be the first time the E45 brand has appeared on television,
reflecting the company’s attempt to reposition the cream as a mainstream
product for skin care. It has been known more as a product recommended
only by dermatologists for skin complaints such as eczema. The ads,
created by DMB&B and scheduled for screening in January, are part of a
pounds 2m campaign.
A source said pounds 1m of the budget has been earmarked for TV.