Cleansing
Building a differentiated cleansing balm experience
How transformation, massage glide, emulsification and rinse feel work together in a commercially clear cleansing concept.
Define the transformation
A cleansing balm can melt quickly, retain cushion for massage or transform through multiple textures. The intended ritual should be written into the brief before selecting oils, waxes and emulsifiers.
Measure the after-feel
Makeup removal is only one part of performance. Rinse speed, eye comfort, residue, fragrance release and post-rinse softness determine whether consumers want to repeat the ritual.