Facing the Future: Personal Cleansing Research on the Horizon

Consumer demand coupled with the formulation flexibility provided by new product delivery systems, technologies and ingredients will undoubtedly lead to cleansers that deliver even greater skin benefits in the future. One priority for P&G Beauty research labs is to further enhance the benefits of its facial and body cleansing products to improve the overall health of the skin. Other research goals include:

Improving the skin's ability to retain moisture
Reducing signs of aging
Enhancing the skin's tactile acuity
Improving stratum corneum renewal
Reducing itchiness related to dry skin

Future cleansers will continue to build on a heritage of improving skin health with technologies that will allow for better application of key ingredients as well as an improved overall cleansing experience. Future body wash innovation is emerging that delivers a discontinuity in lipid deposition that enables up to twice the efficacy of current moisturizing body washes. This innovation also comes with the added bonus of a lather boost, as the unique surfactant system lathers very quickly and efficiently with minimal lipid interaction. This technology breakthrough yields a product with enhanced moisture and twice the lather vs. today's moisturizing body washes.

Improper cleansing can harm skin; proper cleansing can improve skin's health

Cleansing is a critical part of an overall skincare regimen and should go beyond simply "washing off the dirt." In addition to providing highly effective cleansing and conditioning benefits, today's facial and body cleansers improve the health of the skin to make it more resistant to environmental insults. Traditionally, there have been tradeoffs with cleansers: ones that clean well often irritate the skin, and ones formulated to be mild don't cleanse completely. New delivery systems combined with milder ingredients carry no such tradeoffs. Cleansing has been elevated to a higher level, offering therapeutic advantages and convenience, enhancing consumer compliance and satisfaction. Proper cleansing with products that deliver moisturizing benefits can help reduce the appearance of aging and help mitigate skin conditions that traditionally have not responded well to cleansing.

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