HISTORY OF E45 – We released our E45 Cream in 1952 after a customer request for a product that would soothe and protect the skin. In 1963 physicians noticed the benefits of E45 cream for dry skin conditions and our cream was introduced to pharmacy and retail in 1980. We’ve continued to create products with patients and their skin in mind. We strive to continue to serve the needs of patients and healthcare professionals and produce better treatment options for patients' skincare routines. HOW TO USE – E45 Itch Relief Gel is perfume and allergen free and suitable for dry, itchy and irritated skin. Suitable to use on body, face and hands and safe for the whole family. Simply squeeze gel into palm and apply softly to the affected skin area without rubbing. Use as frequently as needed. For added cooling relief, store in the fridge. For additional moisturisation, use in conjunction with an emollient. GENTLE GEL - Lightweight, gel texture, easily absorbed with no rubbing required when applied to sensitve areas. DUAL ACTION - E45 Itch Relief Gel immediately soothes, cools and calms dry, itchy and irritated skin. Formulated with Glycerin, to moisturise, soothe and heal skin, and Vitamin B5 to help attract and retain moisture. QUALITY SKINCARE EVERY DAY – For 60 years, E45 has been a skincare expert in dry and itchy skin and treatment for eczema, psoriasis, ichthyosis and other dry skin conditions. We understand the importance of quality everyday products that care for your skin with minimal fuss. The E45 range of products has been developed for different skin types and parts of the body and works hard to protect and maintain skin health. It has proven dermatological expertise dedicated to vulnerable dry skin.