{"title":"E45","description":"\u003cp data-start=\"51\" data-end=\"451\"\u003e\u003cstrong data-start=\"51\" data-end=\"58\"\u003eE45\u003c\/strong\u003e is a dermatologist-recommended skincare brand trusted for its gentle and effective formulas that treat dry, sensitive, and eczema-prone skin. Enriched with emollients, the range helps to soothe irritation, restore moisture, and protect the skin’s natural barrier. From creams and lotions to washes and ointments, E45 provides everyday relief and long-lasting hydration for the whole family.\u003c\/p\u003e","products":[{"product_id":"e45-moisturising-lotion-200ml","title":"E45 Moisturising Lotion 200ml","description":null,"brand":"URBAN BEAUTE","offers":[{"title":"Default Title","offer_id":55623230325110,"sku":"90235815725110","price":3.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0709\/7224\/4283\/files\/urban-beaute-default-title-e45-moisturising-lotion-200ml-75605104623990.webp?v=1748010812"},{"product_id":"e45-cream-350g-1","title":"E45 Cream 350g","description":"\u003carticle class=\"text-token-text-primary w-full focus:outline-none [--shadow-height:45px] has-data-writing-block:pointer-events-none has-data-writing-block:-mt-(--shadow-height) has-data-writing-block:pt-(--shadow-height) [\u0026amp;:has([data-writing-block])\u0026gt;*]:pointer-events-auto [content-visibility:auto] supports-[content-visibility:auto]:[contain-intrinsic-size:auto_100lvh] scroll-mt-[calc(var(--header-height)+min(200px,max(70px,20svh)))]\" dir=\"auto\" data-turn-id=\"c985e65c-9a50-47c8-86ef-b5aeeef0c1af\" data-testid=\"conversation-turn-60\" data-scroll-anchor=\"true\" data-turn=\"assistant\" tabindex=\"-1\"\u003e\n\u003cdiv class=\"text-base my-auto mx-auto pb-10 [--thread-content-margin:--spacing(4)] thread-sm:[--thread-content-margin:--spacing(6)] thread-lg:[--thread-content-margin:--spacing(16)] px-(--thread-content-margin)\"\u003e\n\u003cdiv class=\"[--thread-content-max-width:40rem] thread-lg:[--thread-content-max-width:48rem] mx-auto max-w-(--thread-content-max-width) flex-1 group\/turn-messages focus-visible:outline-hidden relative flex w-full min-w-0 flex-col agent-turn\" tabindex=\"-1\"\u003e\n\u003cdiv class=\"flex max-w-full flex-col grow\"\u003e\n\u003cdiv data-message-author-role=\"assistant\" data-message-id=\"a6167b49-0ba3-4398-aeab-1a875010f5c4\" dir=\"auto\" class=\"min-h-8 text-message relative flex w-full flex-col items-end gap-2 text-start break-words whitespace-normal [.text-message+\u0026amp;]:mt-1\" data-message-model-slug=\"gpt-4o\"\u003e\n\u003cdiv class=\"flex w-full flex-col gap-1 empty:hidden first:pt-[1px]\"\u003e\n\u003cdiv class=\"markdown prose dark:prose-invert w-full break-words light markdown-new-styling\"\u003e\n\u003cp data-start=\"379\" data-end=\"907\"\u003e\u003cstrong data-start=\"379\" data-end=\"397\"\u003eE45 Cream 350g\u003c\/strong\u003e is a clinically proven, dermatologically tested emollient cream formulated to treat and soothe \u003cstrong data-start=\"493\" data-end=\"527\"\u003edry, itchy, and irritated skin\u003c\/strong\u003e. Trusted by healthcare professionals for over 60 years, it provides long-lasting hydration while helping to repair the skin's natural barrier. Suitable for \u003cstrong data-start=\"684\" data-end=\"696\"\u003eall ages\u003c\/strong\u003e, including babies over 1 month, and ideal for managing \u003cstrong data-start=\"752\" data-end=\"785\"\u003eeczema, dermatitis, psoriasis\u003c\/strong\u003e, and other dry skin conditions. Its non-greasy, fast-absorbing formula makes it ideal for daily use on the face and body.\u003c\/p\u003e\n\u003chr data-start=\"909\" data-end=\"912\"\u003e\n\u003ch3 data-start=\"914\" data-end=\"936\"\u003e\u003cstrong data-start=\"918\" data-end=\"934\"\u003eKey Features\u003c\/strong\u003e\u003c\/h3\u003e\n\u003cul data-start=\"937\" data-end=\"1484\"\u003e\n\u003cli data-start=\"937\" data-end=\"1019\"\u003e\n\u003cp data-start=\"939\" data-end=\"1019\"\u003e\u003cstrong data-start=\"939\" data-end=\"967\"\u003eIntensive Moisturisation\u003c\/strong\u003e – Deeply hydrates very dry, rough, or flaky skin.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"1020\" data-end=\"1121\"\u003e\n\u003cp data-start=\"1022\" data-end=\"1121\"\u003e\u003cstrong data-start=\"1022\" data-end=\"1051\"\u003eClinically Proven Formula\u003c\/strong\u003e – Used by healthcare professionals to manage eczema and dermatitis.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"1122\" data-end=\"1209\"\u003e\n\u003cp data-start=\"1124\" data-end=\"1209\"\u003e\u003cstrong data-start=\"1124\" data-end=\"1152\"\u003eGentle on Sensitive Skin\u003c\/strong\u003e – Fragrance-free, non-comedogenic, and hypoallergenic.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"1210\" data-end=\"1302\"\u003e\n\u003cp data-start=\"1212\" data-end=\"1302\"\u003e\u003cstrong data-start=\"1212\" data-end=\"1243\"\u003eFast-Absorbing \u0026amp; Non-Greasy\u003c\/strong\u003e – Comfortable for frequent use on face, hands, and body.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"1303\" data-end=\"1399\"\u003e\n\u003cp data-start=\"1305\" data-end=\"1399\"\u003e\u003cstrong data-start=\"1305\" data-end=\"1338\"\u003eSuitable for the Whole Family\u003c\/strong\u003e – Safe for children over 1 month, adults, and the elderly.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"1400\" data-end=\"1484\"\u003e\n\u003cp data-start=\"1402\" data-end=\"1484\"\u003e\u003cstrong data-start=\"1402\" data-end=\"1420\"\u003eLarge 350g Tub\u003c\/strong\u003e – Convenient, long-lasting size for home, clinic, or daily use.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003chr data-start=\"1486\" data-end=\"1489\"\u003e\n\u003ch3 data-start=\"1491\" data-end=\"1519\"\u003e\u003cstrong data-start=\"1495\" data-end=\"1517\"\u003eWhy You Should Buy\u003c\/strong\u003e\u003c\/h3\u003e\n\u003cp data-start=\"1520\" data-end=\"1941\"\u003e\u003cstrong data-start=\"1520\" data-end=\"1533\"\u003eE45 Cream\u003c\/strong\u003e is a trusted solution for people suffering from persistent dry or irritated skin. Whether you’re managing eczema flare-ups, reducing the effects of seasonal dryness, or simply maintaining daily hydration, this cream offers \u003cstrong data-start=\"1757\" data-end=\"1787\"\u003emedical-grade moisturising\u003c\/strong\u003e without irritation. The 350g size makes it excellent for households or long-term use, offering great value and reliability from a pharmacy-trusted brand.\u003c\/p\u003e\n\u003chr data-start=\"1943\" data-end=\"1946\"\u003e\n\u003ch3 data-start=\"1948\" data-end=\"1968\"\u003e\u003cstrong data-start=\"1952\" data-end=\"1966\"\u003eHow to Use\u003c\/strong\u003e\u003c\/h3\u003e\n\u003col data-start=\"1969\" data-end=\"2290\"\u003e\n\u003cli data-start=\"1969\" data-end=\"2040\"\u003e\n\u003cp data-start=\"1972\" data-end=\"2040\"\u003eApply to the affected area 2–3 times daily, or as often as needed.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"2041\" data-end=\"2095\"\u003e\n\u003cp data-start=\"2044\" data-end=\"2095\"\u003eGently smooth into the skin until fully absorbed.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"2096\" data-end=\"2148\"\u003e\n\u003cp data-start=\"2099\" data-end=\"2148\"\u003eFor best results, use after bathing or washing.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"2149\" data-end=\"2196\"\u003e\n\u003cp data-start=\"2152\" data-end=\"2196\"\u003eSuitable for use under makeup or clothing.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"2197\" data-end=\"2290\"\u003e\n\u003cp data-start=\"2200\" data-end=\"2290\"\u003eSafe to use alongside prescribed topical treatments (check with your healthcare provider).\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ol\u003e\n\u003chr data-start=\"2292\" data-end=\"2295\"\u003e\n\u003ch3 data-start=\"2297\" data-end=\"2315\"\u003e\u003cstrong data-start=\"2301\" data-end=\"2313\"\u003eBenefits\u003c\/strong\u003e\u003c\/h3\u003e\n\u003cul data-start=\"2316\" data-end=\"2606\"\u003e\n\u003cli data-start=\"2316\" data-end=\"2374\"\u003e\n\u003cp data-start=\"2318\" data-end=\"2374\"\u003eRelieves symptoms of dry skin, eczema, and dermatitis.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"2375\" data-end=\"2442\"\u003e\n\u003cp data-start=\"2377\" data-end=\"2442\"\u003eHelps restore and maintain the skin’s natural moisture barrier.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"2443\" data-end=\"2485\"\u003e\n\u003cp data-start=\"2445\" data-end=\"2485\"\u003eSoothes itching, flaking, and redness.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"2486\" data-end=\"2550\"\u003e\n\u003cp data-start=\"2488\" data-end=\"2550\"\u003eCan be used daily without causing sensitivity or irritation.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"2551\" data-end=\"2606\"\u003e\n\u003cp data-start=\"2553\" data-end=\"2606\"\u003eWidely recommended by dermatologists and pharmacists.\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003chr data-start=\"2608\" data-end=\"2611\"\u003e\n\u003ch3 data-start=\"2613\" data-end=\"2654\"\u003e\u003cstrong data-start=\"2617\" data-end=\"2654\"\u003eFrequently Asked Questions (FAQs)\u003c\/strong\u003e\u003c\/h3\u003e\n\u003cp data-start=\"2656\" data-end=\"2804\"\u003e\u003cstrong data-start=\"2656\" data-end=\"2692\"\u003eQ: Can this be used on the face?\u003c\/strong\u003e\u003cbr data-start=\"2692\" data-end=\"2695\"\u003eA: Yes. E45 Cream is safe for use on the face and is often used to relieve dry facial skin or eczema patches.\u003c\/p\u003e\n\u003cp data-start=\"2806\" data-end=\"2985\"\u003e\u003cstrong data-start=\"2806\" data-end=\"2851\"\u003eQ: Is it suitable for children or babies?\u003c\/strong\u003e\u003cbr data-start=\"2851\" data-end=\"2854\"\u003eA: Yes. It can be used on babies over 1 month of age. Always consult a GP or pharmacist for infants with diagnosed skin conditions.\u003c\/p\u003e\n\u003cp data-start=\"2987\" data-end=\"3094\"\u003e\u003cstrong data-start=\"2987\" data-end=\"3027\"\u003eQ: Does this cream contain steroids?\u003c\/strong\u003e\u003cbr data-start=\"3027\" data-end=\"3030\"\u003eA: No. E45 Cream is steroid-free and suitable for long-term use.\u003c\/p\u003e\n\u003cp data-start=\"3096\" data-end=\"3281\"\u003e\u003cstrong data-start=\"3096\" data-end=\"3147\"\u003eQ: Can I use this with prescription treatments?\u003c\/strong\u003e\u003cbr data-start=\"3147\" data-end=\"3150\"\u003eA: Yes. It can typically be used alongside prescribed creams or ointments, though it's best to check with your healthcare provider.\u003c\/p\u003e\n\u003cp data-start=\"3283\" data-end=\"3426\"\u003e\u003cstrong data-start=\"3283\" data-end=\"3337\"\u003eQ: Is it safe for sensitive or allergy-prone skin?\u003c\/strong\u003e\u003cbr data-start=\"3337\" data-end=\"3340\"\u003eA: Yes. It is fragrance-free, non-irritating, and formulated for sensitive skin types.\u003c\/p\u003e\n\u003chr data-start=\"3428\" data-end=\"3431\"\u003e\n\u003ch3 data-start=\"3433\" data-end=\"3469\"\u003e\u003cstrong data-start=\"3437\" data-end=\"3467\"\u003eDigital Marketing Keywords\u003c\/strong\u003e\u003c\/h3\u003e\n\u003cp data-start=\"3470\" data-end=\"3496\"\u003e\u003cstrong data-start=\"3470\" data-end=\"3494\"\u003eShort-Tail Keywords:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-start=\"3497\" data-end=\"3610\"\u003e\n\u003cli data-start=\"3497\" data-end=\"3510\"\u003e\n\u003cp data-start=\"3499\" data-end=\"3510\"\u003eE45 cream\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"3511\" data-end=\"3529\"\u003e\n\u003cp data-start=\"3513\" data-end=\"3529\"\u003edry skin cream\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"3530\" data-end=\"3550\"\u003e\n\u003cp data-start=\"3532\" data-end=\"3550\"\u003eeczema treatment\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"3551\" data-end=\"3585\"\u003e\n\u003cp data-start=\"3553\" data-end=\"3585\"\u003emoisturiser for sensitive skin\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"3586\" data-end=\"3610\"\u003e\n\u003cp data-start=\"3588\" data-end=\"3610\"\u003edermatological cream\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp data-start=\"3612\" data-end=\"3637\"\u003e\u003cstrong data-start=\"3612\" data-end=\"3635\"\u003eLong-Tail Keywords:\u003c\/strong\u003e\u003c\/p\u003e\n\u003cul data-start=\"3638\" data-end=\"3980\"\u003e\n\u003cli data-start=\"3638\" data-end=\"3686\"\u003e\n\u003cp data-start=\"3640\" data-end=\"3686\"\u003eE45 Cream 350g for dry and eczema-prone skin\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"3687\" data-end=\"3746\"\u003e\n\u003cp data-start=\"3689\" data-end=\"3746\"\u003efragrance-free moisturiser for sensitive and itchy skin\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"3747\" data-end=\"3808\"\u003e\n\u003cp data-start=\"3749\" data-end=\"3808\"\u003edaily emollient cream for dermatitis and psoriasis relief\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"3809\" data-end=\"3850\"\u003e\n\u003cp data-start=\"3811\" data-end=\"3850\"\u003emedical-grade skin cream for all ages\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"3851\" data-end=\"3915\"\u003e\n\u003cp data-start=\"3853\" data-end=\"3915\"\u003edermatologist-recommended cream for long-term skin hydration\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"3916\" data-end=\"3980\"\u003e\n\u003cp data-start=\"3918\" data-end=\"3980\"\u003enon-greasy face and body moisturiser for dry skin conditions\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003chr data-start=\"3982\" data-end=\"3985\"\u003e\n\u003cp data-start=\"3987\" data-end=\"4002\"\u003eWould you like:\u003c\/p\u003e\n\u003cul data-start=\"4003\" data-end=\"4162\"\u003e\n\u003cli data-start=\"4003\" data-end=\"4049\"\u003e\n\u003cp data-start=\"4005\" data-end=\"4049\"\u003e\u003cstrong data-start=\"4005\" data-end=\"4046\"\u003eShopify meta title \u0026amp; meta description\u003c\/strong\u003e,\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"4050\" data-end=\"4084\"\u003e\n\u003cp data-start=\"4052\" data-end=\"4084\"\u003e\u003cstrong data-start=\"4052\" data-end=\"4078\"\u003eProduct image alt text\u003c\/strong\u003e, or\u003c\/p\u003e\n\u003c\/li\u003e\n\u003cli data-start=\"4085\" data-end=\"4162\"\u003e\n\u003cp data-start=\"4087\" data-end=\"4162\"\u003eA \u003cstrong data-start=\"4089\" data-end=\"4111\"\u003ecomparison section\u003c\/strong\u003e (e.g. E45 Cream vs E45 Lotion vs E45 Itch Relief)?\u003c\/p\u003e\n\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003cp data-start=\"4164\" data-end=\"4203\" data-is-last-node=\"\" data-is-only-node=\"\"\u003eLet me know what you'd like to do next!\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"z-0 flex min-h-[46px] justify-start\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv class=\"mt-3 w-full empty:hidden\"\u003e\n\u003cdiv class=\"text-center\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/article\u003e","brand":"URBAN BEAUTE","offers":[{"title":"Default Title","offer_id":56523641258358,"sku":"SKU:7350087736662","price":6.99,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0709\/7224\/4283\/files\/shopping_ad9c587f-6a6a-4dee-af17-8f2c34620777.webp?v=1761644220"}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0709\/7224\/4283\/collections\/E45-logo-retina.png?v=1759327931","url":"https:\/\/www.urbanbeaute.co.uk\/collections\/e45.oembed","provider":"URBAN BEAUTE","version":"1.0","type":"link"}