E45 Face Moisturiser has earned the top accolade in the Skin Care category at the 2025 Product of the Year (POY) Awards, the world’s largest consumer-driven awards program. Now in its 16th year in Australia, the POY Awards guide consumers toward innovative, high-quality products, offering a trusted resource for busy shoppers.

This marks a significant first win for E45, recently launched in leading pharmacies across Australia and New Zealand through Nice Pak Products. Known for over 70 years in the UK as an expert in dry skin care, E45 brings a “Back to Basics” approach, delivering clinically proven solutions for skin conditions like eczema and dryness. With formulas that hydrate and cleanse without disrupting the skin’s natural barrier, E45 products aim to support the skin’s protective functions against environmental stressors. E45 is also a proud sponsor of the Eczema Association of Australasia and named Dr Alice Rudd as their Australia and New Zealand brand ambassador for 2024. Dr Rudd, a dually-registered dermatologist in Australia and the UK, brings extensive experience in treating sun damage, skin cancer, acne, eczema, and other skin conditions.

The 2025 POY Awards also highlighted emerging grocery trends, including the rise of home brands, loyalty programs, and Gen Z preferences. Products undergo a rigorous selection process, first evaluated by a panel of experts on quality and innovation before being reviewed by over 5,000 Australian consumers in partnership with NielsenIQ. Consumer voting is based on six criteria: relevance, uniqueness, excitement, likeability, distinctiveness, and innovation.

Sarah Connelly, Director of Product of the Year, noted affordability as a key factor influencing consumer choices, especially given rising costs of living. “For the third year in a row, affordability has driven how people fill their shopping trolleys in hopes of reducing grocery bills,” Connelly said. She added that POY research shows that older Australians, particularly those 55+, feel increasingly disconnected from grocery shopping amid economic pressures.

The full list of 2025 Product of the Year winners highlights the latest in consumer innovation across numerous categories, offering shoppers valuable insights for their next purchases.

A full list of winners can be found online.

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