E45 Cream is effective in treating and soothing dry, irritated and itchy skin. It's quickly and easily absorbed and works by replacing lost moisture and forming a protective barrier, leaving your skin feeling soft and comfortable again. E45 Cream 125g is a light, non-greasy and effective emollient. This pleasant to use cream is quickly absorbed into the skin and has been clinically proven to treat and soothe dry, itchy, flaky, rough or chapped skin. More serious conditions like eczema and dermatitis can also benefit from the use of this cream. E45 Cream forms a protective barrier around your skin and replaces lost moisture so that your skin is left feeling soft and comfortable again. In The Press Daily Telegraph: 'Cole Admits Beauty Secret' - Thursday 10th March 2011 The Daily Telegraph states that 'Cheryl Cole, the pop star and talent show judge, has admitted that one of the most treasured elements of her beauty regime is a 3. 49 tub of moisturiser.' Cheryl Cole goes on to say “You don't have to use mega-expensive products, you just need to find the right products for your skin type. My skin can get very dry so I use E45 moisturiser”. Daily Mail: 'Cheryl Cole's beauty secret: A High Street cream helps X Factor star keep her skin smooth' - Thursday 10th March 2011 Despite her multi-million pound fortune and A-list lifestyle, the glamorous Geordie has admitted that her favourite skin cream is a tub of E45. The affordable product is already the UKs best-selling moisturiser, but is likely to become even more in demand after the X Factor judge confessed it is a key part of her beauty regime. Find out how Cheryl Cole keeps herself looking so glamorous & discover her other beauty tips here.