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Keep It Clean

By: Diana L. Howard, Annet King and Jane Wurwand
Posted: September 24, 2010, from the October 2010 issue of Skin Inc. magazine.

It’s easy to take cleansing for granted, since it seems like such a basic step. But the fact is, people often shortchange themselves by not cleansing thoroughly. Many women don’t feel that their skin is dirty in the morning, so they may not cleanse before applying makeup, and they lack the education and the correct products to effectively remove makeup at the day’s end. Proper cleansing is the foundation of vibrant, healthy skin.

A clean demographic

“Wash your face and hands, and brush your teeth.” Hasn’t this been a mantra since childhood? Yet, speaking from 30 years of experience in the skin care industry, people don’t really know how to clean their skin ... and I’d frankly rather not even think about the condition of their teeth.

Research conducted at The International Dermal Institute (IDI) confirms that most women spend fewer than 20 seconds washing their faces in the morning. However, they may spend a bit more time in the evening, if they are removing makeup. At least let’s hope so.

Very simply, there is need for massive client re-education, and this represents a business opportunity for skin care professionals. Improper and inadequate cleansing and the use of inappropriate products, such as conventional soap, all get a skin care regimen off on very dubious footing.

As a demographic, teens and tweens actually come the closest to understanding the need for clean skin. This is, of course, because they are dealing with rampant sebum production, and the looming threat of acne. Nevertheless, skin care professionals would do well to cultivate the attention of these young consumers and their mothers, as well.

Cleansing ingredients