Skin care company Neutrogena has launched a new cleansing format onto the UK market. Neutrogena Wave is a revolutionary new facial cleanser that features a battery-powered vibrating handset and cleansing pad that claims to offer superior deep cleansing, whilst leaving skin soft and smooth.
The massaging action of the product helps open up pores, enabling the cleansing foam to penetrate deeper to remove dirt, oil and other impurities, while the inclusion of glycerin on the cleansing pad helps to keep skin soft, according to the brand.
“The idea behind the Wave was driven by the desire to change the way we cleanse our skin. This is the number one selling facial cleansing product in the US and we are confident it will be the same in the UK,” commented Sam Tompson, senior brand director, Neutrogena. “We wanted to bring more efficacy to the products we offer to enable topicals to work more efficiently.”
The product is targeted at a core age group of 16-25 and all skin types, although panel tests showed the product was popular with ages up to 30, according to Tompson.
The Wave is available as a starter kit, containing one handset and 14 deep cleansing pads, priced at £12.99 and a refill pack, containing 30 pads. After an initial retail exclusive with Boots, starting on 24th November, the product will rollout nationwide in January 2009.