01.09.11
SOAP AND WATER FIGHTS BACK
Superdrug’s latest skin care must-have heralds ‘flannel revolution’
While expensive skin care cleansers and gadgets have become staples of the £6.2bn European skin care market*, Superdrug is celebrating the success of its latest skin care must have.
New ‘soap and water’ cleansers have seen Brits gradually turn from the cleanser and cotton wool approach to choose products with a more traditional edge. Earlier this summer Superdrug launched Vitamin E Hot Cloth Cleanser which offers a modern take on soap and water, which is now outselling traditional cleansing lotions.
Hot cloth cleansers are the latest must-have for beauty lovers. These are the contemporary versions of soap and water, a creamy cleanser is massaged onto the face and then washed off with a hot muslin cloth. The cleanser leaves skin feeling clean, soft and polished without any of the drying problems associated with soap.
In the designer arena, Cleanse & Polish, which launched in 1995, is Liz Earle’s best-selling and multi-award winning cleansing product and is credited for creating this new ‘flannel revolution’ (£23.45, 200ml cleanser and muslin cloths).
Superdrug’s Vitamin E Hot Cloth Cleanser, which at less than a fiver is a fraction of the price of the designer versions, comes complete with a muslin cloth and is ideal for removing dirt and make-up while providing gentle exfoliation (£4.99, 200ml cleanser and muslin cloth).
The use of the cleanser with the muslin cloth improves circulation, leaving skin deeply cleansed, soft and radiant. Superdrug’s Vitamin E Hot Cloth Cleanser itself is enriched with naturally sourced Vitamin E, a powerful antioxidant that will help to shield skin against environmental damage and premature skin ageing by combating the harmful effects of free radicals. The rich and creamy formula also contains a skin conditioning multivitamin complex comprising vitamins A, B, F and H, which combined with horse chestnut extract, helps to care for dry skin.
Sara Wolverson, Superdrug Beauty Director comments: “Beauty is driven by innovation and technology but it’s heartening that such an old favourite as the flannel face wash making a welcome return.
“But obviously this isn’t just soap and water as our parents would have used. This Hot Cloth Cleanser offers all the gentleness of a modern cleanser, plus the exfoliation of using a cloth. After years of using cleanser and cotton wool it’s amazing how clean skin feels when using a wash off cleanser, and now beauty lovers can try this cleansing revolution at a great Superdrug price.”